Ela, an eco-friendly label by Joyjit Talukdar, has used milk protein to create a stretch jersey fabric, which is best suited for the city’s sultry weather. “We use soya bean extracts and regenerated milk protein to create garments that breath-easy and feel soft to the touch. Mixed with cotton, the texture is also luxurious and has a slight sheen that is otherwise missing from regular organic cotton,” he explains. With a completely green line that ranges from Rs. 6,000 - Rs. 12,000, Talukdar admits that sales have spiked in the summer.