Can sustainable fashion become mainstream in India?
As shoppers rethink what they wear and why they buy it, sustainable fashion is moving from the margins to the mainstream
That shift is opening the door to a different conversation. Can sustainable fashion become more than a niche choice and find a place in everyday wardrobes across India?
For a growing number of consumers, especially Gen Z and millennials, buying clothes is no longer just about following trends. Increasingly, people want garments that last longer, feel comfortable and are made responsibly. They're paying attention to fabric quality, craftsmanship and the values behind the brands they support.
"Today's consumers are asking deeper questions around fabric quality, longevity, sourcing, durability, breathability, comfort, and responsible manufacturing," says Kapil Bhatia, founder and CEO, Founder and CEO of UNIREC, a sustainable fashion and apparel brand.
Bhatia believes sustainable fashion will only become mainstream if consumers don't have to compromise. "Young consumers should not have to choose between sustainability and style; the future lies in having both available together," he says. Making sustainable clothing affordable and easily available, he adds, will be just as important as making it fashionable.
Awareness alone, however, will not transform the market. Many shoppers still see sustainable fashion as expensive or are unsure whether brands' environmental claims are genuine. That makes transparency critical. Consumers want to know where their clothes come from, how they are made and whether the promises on the label match reality.
India has several strengths working in its favour. Its vast textile industry, centuries-old handloom traditions and growing focus on textile recycling provide a strong foundation for a more sustainable fashion ecosystem. The challenge now is to scale these strengths without losing affordability or quality.
Punam Mullick, Founder of Shubha Design Studio, which blends eco-conscious fabrics with quirky hand-drawn prints, has seen a noticeable shift in consumer behaviour. "Fashion today is less about volume and more about value. People are looking more closely at quality, longevity, and what a brand stands for," she says.
Mullick believes younger consumers will continue to shape the market because they are making conscious buying decisions. "Gen Z and millennials are aligning their purchases with their values," she says. "They're asking not only how a garment looks, but also how it was made."
Sustainable fashion still has hurdles to overcome, but the momentum is unmistakable. As consumers become more informed and brands respond with greater transparency and innovation, the gap between sustainability and everyday fashion is beginning to narrow.
The future of fashion in India may not be about buying less or giving up style. It could simply be about buying better. If brands can deliver clothing that is stylish, durable, affordable and responsibly made, sustainable fashion will no longer be an alternative, it could become the new standard.
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That shift is opening the door to a different conversation. Can sustainable fashion become more than a niche choice and find a place in everyday wardrobes across India?
For a growing number of consumers, especially Gen Z and millennials, buying clothes is no longer just about following trends. Increasingly, people want garments that last longer, feel comfortable and are made responsibly. They're paying attention to fabric quality, craftsmanship and the values behind the brands they support.
"Today's consumers are asking deeper questions around fabric quality, longevity, sourcing, durability, breathability, comfort, and responsible manufacturing," says Kapil Bhatia, founder and CEO, Founder and CEO of UNIREC, a sustainable fashion and apparel brand.
Bhatia believes sustainable fashion will only become mainstream if consumers don't have to compromise. "Young consumers should not have to choose between sustainability and style; the future lies in having both available together," he says. Making sustainable clothing affordable and easily available, he adds, will be just as important as making it fashionable.
Awareness alone, however, will not transform the market. Many shoppers still see sustainable fashion as expensive or are unsure whether brands' environmental claims are genuine. That makes transparency critical. Consumers want to know where their clothes come from, how they are made and whether the promises on the label match reality.
India has several strengths working in its favour. Its vast textile industry, centuries-old handloom traditions and growing focus on textile recycling provide a strong foundation for a more sustainable fashion ecosystem. The challenge now is to scale these strengths without losing affordability or quality.
Punam Mullick, Founder of Shubha Design Studio, which blends eco-conscious fabrics with quirky hand-drawn prints, has seen a noticeable shift in consumer behaviour. "Fashion today is less about volume and more about value. People are looking more closely at quality, longevity, and what a brand stands for," she says.
Mullick believes younger consumers will continue to shape the market because they are making conscious buying decisions. "Gen Z and millennials are aligning their purchases with their values," she says. "They're asking not only how a garment looks, but also how it was made."
Sustainable fashion still has hurdles to overcome, but the momentum is unmistakable. As consumers become more informed and brands respond with greater transparency and innovation, the gap between sustainability and everyday fashion is beginning to narrow.
The future of fashion in India may not be about buying less or giving up style. It could simply be about buying better. If brands can deliver clothing that is stylish, durable, affordable and responsibly made, sustainable fashion will no longer be an alternative, it could become the new standard.
Subscribe to India Today Magazine
