"I never imagined I would wear a silk sari as I practice Ahimsa. Many times people tried to convince me about Ahimsa silk, but when I followed the chain of production it always ended with genetically modified silk moths that could not fly. There was nothing Ahimsa about it. So when Jyoti approached me with 'ereena', I was sceptical. But because she is a friend, I listened and witnessed the miracle. Ereena is a commendable mission for both women empowerment and environmentally sustainable Ahimsa silk," Amala Akkineni said after the collection's launch, read a statement.

What makes Reddy's business ethical fashion is the fact that sustainable eri silk production attributes low carbon emissions, low water consumption, respect for silk worm and sustainability, the designer said.