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Avani: A Model for Sustainable Online Green Enterprises in India

Sirisha Deepthi Sornapudi1 and G. Padmini Devi2

1.           Assistant Professor, Department of Apparel and Textiles, College of Community Science, Professor Jayashankar Telangana Agricultural University, Saifabad, Hyderabad-500004, Telangana. ssdeepthi@pjtau.edu.in

2.               Lecturer in Home Science, Govt. College for Women (A), Guntur - 522001, Andhra Pradesh. padmini.gopireddy@gmail.com

ABSTRACT

Amidst growing concerns about dwindling natural resources and the current unsustainable lifestyle, there is an urgent need for green advocacy, environmental conservation, and the generation of sustainable livelihoods. Avani stands out as a beacon of hope and stands tall as a successful business model for a sustainable green online enterprise in India. A case study on Avani, the green entrepreneur, is presented in the current paper. This Kumaon-based ecopreneur from Uttarakhand, India, is an eco-enterprise that originated from an NGO, focusing on reviving lost traditional knowledge of hand spinning, hand weaving and natural dyeing of textiles. This self-reliant cooperative has integrated solar and bioenergy technologies into its ecological farm practices, thereby standing out as a ‘Model Place-based Green Enterprise’. The study employs a qualitative, descriptive case study design, utilizing secondary data collected from Avani’s official website and other published sources. The findings reveal that Avani is successfully utilizing the local traditional knowledge of weaving and plant sources for natural dyeing to produce Eco-friendly textiles, which has created meaningful livelihood opportunities for local artisans, thereby empowering rural communities. In conclusion,  this case study offers valuable insights for policymakers, social entrepreneurs, and development practitioners seeking to advance sustainable rural enterprises that strike a balance between economic viability and environmental and social well-being.

Keywords: Green enterprise, online, sustainability, natural dyeing, textiles and women empowerment