Although ethical positioning through the 'Garments Without Guilt' campaign, has not brought in higher margins for made-in-Sri Lanka garments, it has pulled in more orders. It has also allowed Sri Lankan garment factories to differentiate themselves in international markets.

"There are lower cost destinations like Bangladesh, but they have an ethical question mark hanging over them," said Mr. M. Raghuraman, the chief executive of Brandix Market Watch told just style.

"Now, with more consumer awareness, compliance matters. It's not like before. Buyers are now getting into ethical sourcing. That's where we have been able to do better. They are not paying us more for ethical products but they are giving us more orders."

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