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Clovia and Respun launch India's first bra recycling initiative

While old clothes often find their way to donation bins or upcycling workshops, old bras typically end up in landfills due to the difficulty of recycling them. The BYOB initiative seeks to change that by giving customers a *** rupees discount in exchange for dropping off their used bras at any Clovia store. These items are then being recycled by Respun.

“This initiative is about making everyday choices easier and more purposeful for our customers,” said Neha Kant, founder of Clovia. “The disposal of old bras is rarely discussed, yet it is an important issue. BYOB provides a practical, eco-conscious way for women to refresh their wardrobe with added value.”