Core Insights - Heartland aims to establish a supply chain in India for premium hemp fibre, targeting cost reduction for manufacturers and lower emissions [1] - The company emphasizes the unique properties of hemp fibre, including its strength, breathability, UV resistance, and environmental benefits such as requiring 95% less water than cotton [2] - A partnership involving global brands aims to promote hemp as a sustainable alternative in denim production, highlighting the industry's shift towards eco-friendly materials [3][4] Company Overview - Heartland is positioned as an exporter of premium hemp fibre, focusing on providing low-cost access to US hemp fibre for Indian manufacturers [1] - The company blends hemp fibre with other materials like cotton, linen, lyocell, and bamboo to create soft, ultra-fine fabric blends suitable for various applications [2] Industry Trends - The collaboration between Fashion for Good and major brands indicates a growing interest in sustainable materials, particularly hemp, in the fashion industry [3] - The initiative aims to validate the use of hemp and green chemistry in denim production, potentially leading to a more sustainable future for the industry [4]