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This paper aims to map and understand the reverse logistics systems in the apparel aftermarket in India. It clarifies the processes involved from the procurement of used clothing until its resale in the aftermarket. The paper identifies that collaboration between stakeholders can improve logistics, business predictability and margins.

In total, 93 in‐depth interviews were conducted with stakeholders. Questions revolved around strategic and operational factors of reverse logistics in the aftermarket.

This fragmentation and isolation of stakeholders' businesses is identified as the cause of most stakeholder inefficiencies. It was found that benefits accrued by collaboration in the reverse logistics chain are increased market knowledge, more predictable business and better margins.

Mapping and understanding of the reverse logistics were the primary aims of this paper. Researchers are encouraged to look at a value‐addition model based on this paper which could help evaluate further business decisions. Additionally a study of the sustainability aspects of this reverse logistics process would be a valuable addition to knowledge in this area.

Collaborative initiatives can be used as a way to reduce multiplicity of activity, increase predictability and expand business.

This paper fulfills the need of understanding the apparel aftermarket in India and how reverse logistics may be looked on as a tool to manage the post‐first consumer apparel market.

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in India and is mostly occurring amongst urban, highly educated, younger cohort who are unlikely to be the users of the product anyway. The significant consumer base yearns for fairness and is willing to spend money on products which help them achieve the same. In such a scenario, how should Emami respond to competitor actions and consumer-activist pressure?

The case provides an opportunity to discuss the significance of the brand name, role of advertising and gender stereotypes.