GoCoop's The Good Loom balances expansion and ethics

By

Isabelle Crossley

Published
Mar 21, 2018

Siva Devireddy’s business GoCoop is in the process of expanding its sustainable apparel brand The Good Loom but is also remaining true to sustainable ethics.

GoCoop, which was launched by Devireddy in 2011, is an online marketplace for sustainable goods. The Good Loom, its private label apparel brand, aims to have a fully omni-channel strategy by mid-April and greatly expand its distribution network. The brand is an extension of GoCoop’s work and uses the business’ network of artisans to produce handloom garments and accessories.

GoCoop’s online marketplace currently covers over 300 handloom cooperatives across ten states and has a base of around 80,000 artisans who are almost 65 percent female. This large base was recently activated for The Good Loom’s runway show as part of Lakmé Fashion Week (LFW) when the brand put on a show featuring 18 designs that had been constructed over a time period of 90 days. This was a major commercial step for the brand and one that has fuelled expansion plans but Devireddy has assured that expansion will not compromise ethics.

The business is currently carrying out fundraising activities and a deal is expected to close in May or June. Devireddy recently told Forbes India that, if the brand’s expansion plans are successful, it could reach 100 crore rupees (approximately 15 million US dollars) in business in the next three to four years which would make them a giant in the handloom textile sector.