Eco-Friendly Elegance: Navigating the Landscape of Sustainable Fashion in India
A research by Reports And Markets revealed that the sustainable fashion market in India is expected to grow at a CAGR of 10.6% from 2021 to 2026. Similarly, a Boston Consulting Group (BCG) report found that it will reach $9 billion by 2025. Apparently, sustainable fashion in India is on the rise, but there are still ways to go.
Components of Sustainable Fashion
These are the primary components sustainable fashion comprises.
- Responsible material procurement:
Organic material can conserve 88% more energy and 62% more water than synthetic cotton production. Raw materials like organic cotton, hemp, recycled cotton, linen, bamboo linen, and cork are behind the growth of the sustainable fashion industry. Organic cotton is the most sustainable material in India, with 1.23 million tonnes produced in 2022
- Ethical manufacturing processes:
Sustainable fashion brands prioritize ethical manufacturing processes, ensuring fair wages and safe working conditions for their employees. Almost 47% of Indian residents are willing to pay a higher amount if the product is fairly produced.
- Equitable labour practices:
Fair wages and working conditions are essential for building a sustainable fashion ecosystem. Brands that prioritize equitable labor practices ensure that their workers are not exploited and are provided with opportunities for growth.
- Waste reduction:
Sustainable fashion seeks to minimize waste through techniques like zero-waste pattern-making, upcycling, and recycling. These practices help reduce the environmental impact of the fashion industry and promote responsible consumption.
- Circular economy promotion:
The concept of a circular economy, where products are designed to be recycled or repurposed at the end of their lifecycle, is gaining traction in India’s sustainable fashion scene. Brands are developing strategies to extend the life of their products, reducing the need for constant new production.
- Lifecycle consideration:
Sustainable fashion takes into account the entire lifecycle of a garment, from design and production to use and disposal. This holistic approach ensures that fashion products are as environmentally friendly as possible throughout their journey.
Factors Shaping Consumer Views on Sustainable Fashion in India
A 2021 Statista Consumer Insights showed that 89% of Indians claimed to buy sustainable fashion. Here are the factors influencing consumer views on sustainable fashion in India.
- Environmental consciousness & social responsibility
Growing concerns about environmental issues, such as climate change and pollution, have prompted Indian consumers to seek out eco-friendly alternatives, including sustainable fashion. They are increasingly valuing brands that prioritize social responsibility.
- Media and celebrities’ influence
Celebrities often endorse eco-friendly brands, promote sustainable fashion on social media, and even participate in events promoting ethical fashion. This increases awareness among consumers changing their perception about ethical fashion practices.
- Availability of information
The internet and social media have made information about sustainable fashion more accessible. Consumers can now easily research brands’ practices and make informed choices.
- Desire for unique products
Sustainable fashion often offers unique and one-of-a-kind pieces, appealing to consumers who seek individuality and style while making responsible choices.
Challenges Facing the Prospect of Sustainable Fashion in India
Here are some challenges limiting sustainable fashion in India to reach its full potential.
- High price tag
Price sensitivity is a significant hurdle limiting the growth of sustainable fashion in India. There’s a difference of 50% between the cost of sustainable and traditional fashion. This higher price tag limits accessibility for a majority of consumers.
- Limited Availability of Sustainable Materials
Sourcing sustainable materials in India can be challenging, as there is limited access to eco-friendly fabrics and resources. The demand for sustainable raw materials could exceed supply by almost 133 million tons by 2030.
- High Cost of Sustainable Production
Producing fashion sustainably can be more expensive, from design and production to transportation and packaging, which can be a deterrent for both brands and consumers.
- Lack of Government Support
The Indian government can play a crucial role in promoting sustainable fashion through policies and incentives. However, the fashion industry often lacks the necessary support and recognition.
- Fast Fashion Culture
India has a strong culture of fast fashion, which encourages frequent buying of cheap, trendy clothes. Fast fashion is categorized by long and intense chemical processes, with almost 8,000 chemicals being used to wet, dye, and bleach garments.
- Lack of Awareness
Many consumers are still unaware of the concept of sustainable fashion and its benefits, which impedes its growth. In 2020, a Voice of India report revealed that as many as 43% of Indian consumers are unaware of the term ‘sustainable fashion.’
- Lack of infrastructure
This is one of the major challenges. Most sustainable fashion brands in India operate on a small scale. They usually don’t have access to infrastructure needed to manufacture and distribute sustainable products.
- Limited market penetration
Sustainable fashion in India is directed towards a niche audience, limiting market penetration. Eventually, it becomes difficult for sustainable fashion brands to reach a wider audience.
Conclusion
Sustainable fashion in India is driven by responsible practices, consumer awareness, and a desire for a more sustainable world. While challenges exist, the fashion industry is evolving towards a more eco-friendly and socially conscious future. Customers can play a crucial role in shaping this landscape by making informed choices and supporting brands committed to sustainability. India needs a collective effort from customers, fashion brands, policymakers, and the fashion industry as a whole.
Prachi, an accomplished Chief-Editor at The Sustainable Brands Journal, has 15+ years of experience in Europe, the Middle East, and India, managing 90+ global sustainable brands. She’s a prolific writer in sustainability, contributing to various publications. Prachi’s unwavering passion and expertise make her a recognized authority, driving positive change and inspiring a sustainable future.
