Walking down the streets by the Indian markets, you can often hear people bargaining on prices. Arguing on the fact, “Is kapde ka Itna price!” (Overpriced cloth vs Indian buyers in Hindi)
Even on online marketplaces the buyers have been eagerly waiting for a huge sale to pop up (ignoring the fact that there is always a sale going online), it is evident that Indian buyers make purchasing decisions primarily on the price tags!
However, the Gen-z and social commerce evolution have come right off the bat to encounter this.
Moving on from “Sasta” (cheap) to “Sustainable” is how the new age Indian buyers have emerged in the online scenario to change the dynamics of shopping forever!
Understanding Sustainability Trend in India
Sustainable fashion in India is growing in popularity as more and more consumers become aware of the environmental and social impact of the fashion industry. Some sustainable fashion trends in India include:
Upcycling: This involves taking existing garments and repurposing them into new clothing items. This reduces textile waste and promotes creative reuse.
See how this brand is upcycling single-use plastic to create amazing bags in India.
Natural fibers: Many sustainable fashion brands in India are using natural fibers such as cotton, linen, and silk, which are biodegradable and don't require synthetic pesticides or fertilizers to grow.
Slow fashion: Slow fashion is a movement that emphasizes quality over quantity, and encourages consumers to invest in well-made garments that will last for years. This can reduce the environmental impact of fast fashion, which relies on cheap, disposable clothing.
Ethical production: Many sustainable fashion brands in India are focused on ethical production, which means ensuring fair labor practices, safe working conditions, and minimal environmental impact throughout the entire supply chain.
Handloom: Handloom fabrics are produced by artisans using traditional handlooms and are considered more sustainable than machine-made fabrics as they are made in small batches, use natural fibers and are produced using low energy.
Overall sustainable fashion in India is a growing trend and many brands, designers and consumers are becoming more conscious and aware of the impact of the fashion industry on the environment and society.
Another trend in sustainable fashion in India is the use of traditional techniques and crafts. Many brands are reviving traditional techniques such as block printing, hand embroidery, and hand weaving, which not only reduces the environmental impact of production but also supports local artisans and communities.
Use of recycled materials in fashion is also on the boom. Brands are using recycled fabric, plastic and even paper to create sustainable clothing, bags and accessories. This not only helps in reducing waste but also creates unique and innovative fashion products.
Sustainable fashion in India is also seeing a rise in rental and circular fashion. Many rental services and platforms are popping up where people can rent clothes, shoes and accessories instead of buying them. This allows customers to have access to a wide range of clothes without having to own them, reducing their environmental impact.
Who is selling sustainable products in India?
As per a research report by Mckinsey, the Indian sustainable fashion market was valued at $1.5 billion in 2020, and is expected to grow at a CAGR of 10.5% during the forecast period of 2021-2026.
This growth is attributed to increasing awareness about environmental and social issues, and the rising demand for eco-friendly and ethically-made products.
There are several sustainable fashion brands in India that are celebrated for their commitment to sustainable and ethical production. Some of the most well-known sustainable fashion brands in India include:
Eka This brand is known for its use of natural fibers and traditional techniques, such as hand weaving and block printing. They also have a focus on ethical production and fair labor practices.
This brand offers a wide range of sustainable clothing and accessories, with a focus on natural fibers and traditional techniques. They also support fair trade practices, and use sustainable and eco-friendly materials.
These are just two of the many sustainable fashion brands in India that are celebrated for their commitment to sustainability and ethical production. It's worth noting that these brands are also known for their unique designs and aesthetics, which is what makes them popular among customers.
Check out House of Moxa on Cheez for a wide range of sustainable as well as affordable Indie apparel options for women
Gen Z and the love for sustainability
It seems that Gen Z in India is becoming increasingly aware of and interested in sustainable fashion. According to a survey conducted by Accenture, 71% of Gen Z consumers in India say they are willing to pay more for sustainable products.
This indicates that they are becoming more conscious of the environmental and social impact of their clothing choices and are willing to make a financial investment in more sustainable options.
Another survey by BCG, Gen Z consumers in India are more likely than other age groups to prioritize sustainability when making purchase decisions, with nearly 80% of Gen Z consumers in India saying they consider environmental and social factors when making a purchase.
Furthermore, Gen Z consumers in India are also more likely to buy from online retailers and e-commerce platforms, which opens up more opportunities for sustainable fashion brands to reach and engage with these consumers.
Finally, Gen Z consumers in India are also known for their preference for unique and personalized fashion products, which aligns well with the trend towards sustainable fashion, which often emphasizes craftsmanship, traditional techniques, and small-scale production. This means that sustainable fashion brands that can tap into this interest in unique, personalized products could be particularly successful in reaching Gen Z consumers in India.
Short term vs Long term : The final say
A greener earth, an evenly distributed economic chain, less waste generation - all these don’t sound like a short-term process ain’t do?
In the era of fast fashion, the dumping of cupboards with unnecessary clothes, and mass-manufactured factory-made apparel, the word sustainable fashion is highly misjudged.
The ancient Indian scriptures and the traditional forms of fashion have it all said in the very beginning, what the sustainable brands in India are trying to make people aware of!
Sustainability is not a trend but a way of life that is going nowhere close to extinction but is back to the wave due to popular choices and the belief in its roots.
Having said that, we can obviously say that it might seem sustainability in fashion in the Indian ecosystem is a trending topic for now and it is at the same time a long-term lifestyle hack that smart people have adopted and the rest will be following the crowd soon.
Well, folks, this brings me to the end of this blog. Hope you got answers to your confusion and some added toppings of new information on sustainability.
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