A leader in sustainable denim manufacturing, Soorty is tackling environmental challenges head-on with their innovative Regenagri Initiative. Launched in collaboration with the Rural Education & Economic Development Society (REEDS) in Pakistan, this project aims to revitalise agricultural ecosystems through regenerative farming practices.

Highlighting the essence of regenerative agriculture, Muhammad Yousaf, Project Head-SRI, Soorty, emphasises that it goes beyond maintaining the status quo. According to him, regenerative agriculture is about actively enhancing soil health and biodiversity. Through SRI, Soorty seeks to demonstrate that ecological restoration and premium cotton production can coexist harmoniously.

The primary objective of the initiative is to bolster climate resilience, thereby safeguarding the livelihoods of farmers associated with the textile industry. By promoting biodiversity conservation, reducing chemical reliance, and advocating water conservation, Soorty aims to enhance sustainability and traceability within the cotton industry.

Shahid Saleem, Executive Director, REEDS, expressed alignment between SRI's commitment to empowering farmers and sustainable practices with REEDS' mission. He states, together, the two organisations nurture a future where vibrant ecosystems and prosperous communities thrive hand-in-hand.

Soorty has engaged with 1,100 small-scale farmers to impart sustainable practices through educational campaigns. It is anticipated that the SRI initiative will yield approximately 1,225 metric tons of cotton this year, paving the way towards a sustainable future.

Ebru Debbag, Executive Director, Soorty, underscores the holistic impact of SRI, emphasising that it extends beyond sourcing better cotton. She remarks, with SRI, Soorty invests in the well-being of entire communities. This ethical stance resonates with customers who recognise that genuine sustainability transcends the product itself.