29 May, Mumbai 2025

Spending in India is changing and how. More and more people are now putting in their money, in services like transport and health over traditional purchases such as clothing and footwear. This shift is highlighted in the latest National Account Statistics released by the Ministry of Statistics and Programme Implementation (MoSPI). The report gives an insight into consumer behavior over the decade leading up to 2023-24.

Private Final Consumption Expenditure (PFCE), which measures the total spending by households on goods and services, provides insights into economic trends and consumer preferences. As per the MoSPI data, overall PFCE in India showed good growth, increasing at an average annual rate of 5.9 per cent over the last decade, reaching Rs 99.1 trillion in the financial year 2023-24. However, the story within this growth is one of considerable reshuffling in spending priorities.

Wardrobe spending shrinks, services increase

One of the most notable changes is the dipping household budget towards clothes and footwear. The share of this category in total consumer expenditure has fallen from 6.7 per cent in 2013-14 to 4.6 per cent in 2023-24, a drop of 2.1 percentage points. This indicates that while people are spending more overall, apparel and footwear is taking up a smaller fraction of their increased expenditure.

Table: Share in private final consumption expenditure (India, %)

Note: Based on data from the National Account Statistics, MoSPI.

The decline in the share of spending on items like clothing and even food (which dropped from 30.5 per cent to 26.4 per cent) has been accompanied by a marked increase in the share of services. The share of transport expenditure grew from 14.3 per cent to 18.9 per cent, reflecting increased mobility and related costs. Spending on health care has gone up from 3.9 per cent to 5.2 per cent of total expenditure, growing at a faster pace than many essential items. Communication services also rose from 2.2 per cent to 2.9 per cent.

This redistribution suggests that as incomes grow, consumers are allocating more of their budgets towards services that enhance lifestyle, connectivity, and well-being.

Spending pace across categories

Further insights emerge from the average annual growth rates of different PFCE components in India, calculated at constant (2011-12) prices to adjust for inflation. This data underscores the slowdown in the expansion of spending on clothing and footwear compared to other sectors.

Clothing and footwear registered an average annual growth rate of just 1.9 per cent over the decade in India. This is significantly lower than the overall PFCE growth of 5.9 per cent and lags behind many other categories.

Table: Average annual growth rate of PFCE components (at constant 2011-12 prices)

Source: MoSPI, ET calculations. (Includes other fuels)

The highest growth in India was seen in ‘Furnishing, equipment, household maintenance’ (6.6 per cent), indicating a strong focus on home improvement. The relatively sluggish growth in clothing and footwear spending, therefore, is not just about a shrinking share but also a slower pace of increase in actual expenditure compared to the broader consumption basket.

Global spending patterns on clothing & footwear

The trend observed in India, where clothing and footwear command a lower share of household expenditure, is not an isolated phenomenon. Many countries, particularly developed economies, have seen similar shifts over recent decades.

A look at the data from the Organisation for Economic Co-operation and Development (OECD) and Eurostat too have shown that the proportion of household budgets spent on clothing and footwear in many EU countries has either declined or stabilized at relatively low levels. For example, Eurostat data shows, the share of household expenditure on clothing and footwear in the EU averaged around 4-5 per cent in recent years, having seen a gradual decline from higher percentages in previous decades. Similarly, in the US, data from the Bureau of Labor Statistics has shown a similar long-term trend of a declining share for apparel expenditures.

Table: Spending comparison clothing, footwear India & the world

Source: MoSPI (India), illustrative figures based on Eurostat, U.S. Bureau of Labor Statistics trends for EU/US. Actual figures vary by year and specific country.

In fact, across many European countries, the pattern has been consistent. While absolute spending on clothing might have fluctuated or even risen modestly with economic growth, its proportion within the total consumer basket has shrunk. This is often attributed to factors such as the rise of global "fast fashion" brands offering cheaper garments, increased consumer spending on durable goods, technology, health, and particularly services like travel, leisure, and communication. Market saturation for clothing in wealthier nations also plays a role. This long-term evolution provides a broader context for the changes currently unfolding more rapidly in emerging economies like India.

The evolving Indian consumer

The combined data clearly shows Indian consumers are evolving, with patterns that are beginning to mirror some global long-term trends, albeit at a different stage of economic development. The shift away from basic necessities and traditional discretionary spending like clothing is apparent. There could be several reasons for this change in India. Rising incomes could be one reason leading to a smaller proportion of income spent on essentials and a greater capacity for diverse spending. Also, increased health and wellness awareness could be prompting higher expenditure on healthcare services and related products.

Digital penetration too is boosting spending on communication and enabling more informed, value-driven purchases, including in apparel where online shopping and price comparison are prevalent. Also there is a remarkable growth of experiential spending, where consumers, particularly younger demographics, prioritize experiences (travel, dining out, entertainment) over accumulating material goods.

The Indian apparel market is characterized by both a growing aspirational segment and a vast value-seeking segment. The impact of fast fashion, e-commerce, and discount culture may influence spending patterns, potentially leading to lower average spend per item for some, even if volumes increase.

Recent trends update

Against the backdrop of the longer-term shifts detailed above, some very recent indicators from early 2025 suggest a potential positive turn for the clothing and footwear sector. As per the Retailers Association of India (RAI), consumer spending in footwear and textiles reportedly increased post-April 2025. This follows earlier data for March 2025, where overall retail sales in India grew by 6 per cent. Specifically, apparel sales saw a 6 per cent year-on-year increase in March 2025, while footwear showed a 2 per cent year-on-year rise.

Furthermore, merchandise exports, which include ready-made garment textiles, also registered positive growth in April 2025. While these figures are more recent, they offer a fresh data point. Experts will be watching these developments closely to determine if they signal a sustained recovery and renewed growth in these segments or reflect short-term fluctuations.

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29 May, Mumbai 2025

Contemporary fashion label, Ostilos is launching ‘Pause,’ a handcrafted, non-seasonal collection that champions stillness and simplicity.

Signifying a move toward more purposeful dressing, the new collection encourage individuals to embrace quite elegance through their clothing. Designed as a capsule collection, existing outside the traditional fashion calendar, the collection features 64 styles - 42 for women and 22 for men -all crafted with versatile silhouettes, soft color palettes, and carefully chosen fabrics like breathable cottons, denims, and crepe blends. Each piece is made for effortless day-to-day transitions, offering both comfort and refinement.

Staying true to Ostilos’ design philosophy of quiet luxury and meticulous attention to detail, the collection incorporates hand-finished embellishments, layered textures, and subtle accents that elevate simplicity. The pieces convey a grounded sensibility, avoiding overt extravagance while telling a clear story of self-awareness and comfort.

Simran Lalwani, Founder and Creative Director, Ostilos, says, the collection has designed to make customers feel grounded, intentional and entirely themselves. It emphasizes inclusivity with a wide range of sizes and a timeless appeal that encourages personal styling. Rather than focusing on a single standout item, each design holds equal importance, forming a cohesive wardrobe that prioritizes authentic self-expression over statement dressing.

Aimed at modern individuals - from urban professionals and creatives to thoughtful explorers - ‘Pause’ is more than just a collection. It's an experience, offering not only well-made garments but also a philosophy that urges wearers to slow down and connect with their inner selves.

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28 May, Mumbai 2025

Amanté has launched a new campaign to highlight brand’s versatile woman's clothing range

Titled, ‘Made Like You, the campaign features apparels ranging from lingerie and loungewear to shapewear and athleisure. Designed for comfort, functionality and adaptability, the collection aims to meet the daily needs and roles of modern women.

The campaign film follows a group of friends throughout their day, from sunup to sundown. Set to an upbeat soundtrack, the video showcases everyday moments and the bond of female friendships.

Using fast-paced visuals to showcase women in real-life situations like dancing, chilling by the pool, doing yoga, or just hanging out together, the campaign emphasizes on the comfort and ease of Amanté's products.

It also introduces refreshed versions of panty packs, shapewear, outerwear, sleepwear, loungewear, and swimwear launched by the brand.

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29 May, Mumbai 2025

Global Japanese apparel retailer, Uniqlo plans to host its Arigato Festival in India from May 30-June 5, 2025.

A Japanese word meaning ‘Thank You,’ Arigato emphasizes Uniqlo’s deep appreciation for its customers who have embraced its LifeWear philosophy. This special bi-annual event celebrates the continued support of its loyal customer base in India.

Nidhi Rastogi, Marketing Director, Uniqlo India says, customers are at the center of everything that Uniqlo does. The brand has gained a growing community of loyal customers in India and through this Arigato Festival it aims to appreciate them by offering exciting deals, exclusive gifts, and special in-store experiences, he adds.

This season, Arigato Festival will offer customers their favorite LifeWear essentials at special prices. Some of these popular items in this range include Women’s Linen Blend Tapered Pants, EZY Jeans, Women’s Linen Blend Open Collar Shirt, U AIRism Oversized T-shirt, Women’s Ribbed Bra Top, and Women’s Crepe Jersey Bra Camisole, etc.

Uniqlo will also offer Japanese-style hand towels for all purchases over Rs 8,000. These unique towels feature iconic Japanese motifs like Mount Fuji and Sakura flowers, making them a perfect addition to any home.

Coinciding with the Arigato Festival, Uniqlo will also launch its newest collections starting May 30, both in-store and online. These include the highly anticipated Uniqlo X Anya Hindmarch collection, featuring four women's styles, one kids' style, and two sizes of pouches. Additionally, the Louvre x Doraemon UT lineups will also be available. These new collections seamlessly blend high-quality LifeWear with distinctive creativity and storytelling, bringing fresh, playful designs to brighten summer wardrobes.

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Footwear major Bata India registered a 36 per cent decline in operating profit in Q4, FY25 ended March 31, 2025.

The company’s profit declined to Rs 36 crore during the quarter as against an operating profit of Rs 58 crore in Q4, FY24 spanning January-March 2023-24.

The company’s revenue from operations declined to Rs 788 crore during the quarter as compared with Rs 798 crore in the year-ago period.

However, the company managed to gain volumes and remain in line with its strategy of driving volume-led growth despite navigating demand headwinds persisting during the quarter, says Gunjan Shah, Managing Director and CEO, Bata India.

It continues to drive affordability and reducing complexity across categories, he adds.

28 May, Mumbai 2025

Bagzone Lifestyles has launched a new contemporary luxury handbag brand called Akiki London, designed for today's sophisticated and stylish women.

A major move for the company as it ventures into the premium market, the brand launched with its debut collection combining global modern aesthetics with a foundation in artisanal heritage, aiming to celebrate craftsmanship and individual style. The brand’s name is inspired by the Agate gemstone, known for its layered beauty and inner resilience - qualities the brand hopes to embody in its products and in the women who carry them.

Rooted in London's cultural influence, Akiki positions handbags as personal expressions of identity. Each of its handbags’ design aims to be both timeless and current, combining boldness with subtle elegance. To achieve its craftsmanship goals, the brand partners with production and design experts across Europe and Asia, allowing it to maintain global quality standards without excessive pricing.

Nishant Bakliwal, Head - Digital & Communications, Bagzone Lifestyles, states, while most handbags primarily focus on workwear and utility, Akiki's statement pieces are engineered for significant moments, offering today's discerning woman thoughtful, well-crafted luxury that leaves a lasting impression.

As part of its brand identity, Akiki London has introduced a mascot named Kiki - a British Bulldog that represents the brand's playful and bold nature. Kiki will be a key visual element in campaigns and in-store displays, aiming to build a deeper emotional connection with customers.

Akiki London recently launched its digital operations on www.akikilondon.com, aligning with the current trend of online-first consumer experiences. The brand also plans to expand its offline presence by opening new stores in Mumbai, Bengaluru and Chennai. Within the next five years, it plans to open 100 stores across India.

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29 May, Mumbai 2025

Once synonymous with India's wedding wear market, consumers’ opulent spending habits are undergoing an unprecedented transformation, with cautious budgeting and evolving fashion choices now dictating consumer behavior.

Evident since early 2025, this shift has impacted even established 'A-List' designers and ethnic wear companies, signaling a broader change in the country's massive wedding industry.

Major players are already feeling the pinch. Parent company of the popular Manyavar brand, Vedant Fashions reported a 4.5 per cent decline in same-store sales for the March quarter. Raymond Lifestyle’s revenue declined by 11 per cent due to the slump to demand softened by inflation. Even luxury powerhouse Sabyasachi saw its sales growth decelerate sharply to just 15 per cent, a stark contrast to the 56 per cent surge recorded in the same quarter a year prior.

While engaged couples are still willing to invest in aspirational looks for themselves, their extended families and guests are demonstrating more careful spending habits, observes Rahul Mehta, Chief Mentor, Clothing Manufacturers Association of India (CMAI).

This emerging trend has profoundly affected brands catering to wedding guests than those specializing in bridal or groom wear. Consumers are increasingly gravitating towards value-driven and minimalist fashion choices, signaling a broader recalibration of priorities within the wedding ecosystem.

The shift is particularly significant in India, where the wedding industry is estimated to be worth a staggering $130 billion. Women's wear alone accounts for nearly 75 per cent of celebration apparel sales within this vast market, according to various reports.

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28 May, Mumbai 2025

At a time when many heritage brands are struggling to stay relevant amidst shifting consumer preferences and digital disruption, Ethnix by Raymond stands as an example of agile innovation rooted in tradition. Known for its premium ethnic menswear that blends timeless Indian aesthetics with modern design sensibilities, Ethnix has charted an extraordinary growth path by turning to a powerful ally: data-driven digital transformation.

From ramp to real life, Ethnix has successfully navigated the digital route to bring customers closer to its physical stores—redefining what it means to be a legacy brand in a tech-first world.

Tradition meets transformation

Launched under the umbrella of Raymond—a big name in Indian textiles—Ethnix was conceptualized to cater to the evolving aspirations of the modern Indian man. It offers intricately crafted sherwanis, kurtas, bandhgalas, and Indo-western outfits that resonate with festive fervor while maintaining sophisticated appeal.

But the real transformation began when the brand recognized a new challenge: how to convert online engagement into offline footfall. With consumer behavior rapidly shifting towards digital discovery, Ethnix needed to create a strategy that would translate screen time into store visits. “Building a legacy brand isn’t just about tradition,” says Himanshu Khanna, Chief Marketing Officer at Raymond. “It’s about evolving with consumer behavior while staying true to our roots.” This philosophy became the mainstay for Ethnix’s digital journey—one that would blur the boundaries between discovery and destination.

A data-driven blueprint for success

In partnership with Google, Ethnix by Raymond devised a holistic digital strategy that combined machine learning, location intelligence, and precision targeting. At its core was a simple but powerful objective: drive high-quality traffic to stores while amplifying brand visibility across touchpoints.

1. AI-powered performance max campaigns

Ethnix tapped into Google’s Performance Max, an AI-powered campaign type designed to reach high-intent shoppers across Search, Display, YouTube, Gmail, and Maps. These campaigns dynamically optimized creatives and placements, ensuring Ethnix’s messaging resonated with users ready to make a purchase. By targeting keywords, behavior, and demographics aligned with ethnic wear shoppers—especially around peak seasons and festivals—the brand maximized reach without losing relevance.

2. Closing the loop

The brand’s next move was to bridge the online-to-offline journey. Through integrated Google My Business listings, Ethnix connected ad engagement directly to physical store information—such as directions, store hours, and contact details—creating a seamless customer path from search to store visit. This strategy helped mitigate the biggest barrier in digital marketing for retail: disconnected customer journeys.

3. Always-on optimization

Rather than treat digital marketing as a one-off campaign, Ethnix opted for constant experimentation and refinement. Real-time monitoring, A/B testing, and performance analytics helped fine-tune campaigns and allowed for agile pivots based on customer responses.

The impact of this meticulously executed digital strategy is evident in the impressive metrics shared by Khanna. The results underscore a significant unlocking of growth for Ethnix by Raymond

Table: Numbers speak for themselves

Metric Increase Store Visits 130% Search Volume for "Ethnix" 300% Enhanced Brand Presence Digital & Physical Touchpoints

"And the results speak for themselves," says Khanna, pointing to the tangible uplift in key performance indicators. The 130 per cent increase in store visits is a direct reflection of their ability to convert online interest into valuable offline footfall, a crucial metric for any retail brand. Furthermore, the astounding 300 per cent rise in search volume for Ethnix signifies a powerful boost of brand awareness and consumer interest, demonstrating the effectiveness of their targeted digital campaigns in building top-of-mind recall. This dual impact has led to an "enhanced brand presence across digital and physical touchpoints," solidifying Ethnix's position in the competitive ethnic wear market.

A legacy built on innovation

"Store footfall is a key KPI for any retail brand, and by adopting the right digital strategy, we have been able to unlock growth," explains Khanna. The brand is now exploring avenues such as:

• Hyperlocal targeting to reach consumers near stores during key shopping periods.

• AR try-on and virtual styling tools to enhance the online experience.

• Omnichannel retail models, where inventory, offers, and experiences are unified across web, app, and store.

Ethnix by Raymond's journey is a compelling case study in how a legacy brand can not only preserve its core values but also thrive in the digital age. By understanding consumer behavior, embracing data-driven decision-making, and leveraging cutting-edge digital tools, Ethnix has successfully woven a future where tradition and innovation coalesce to drive unprecedented growth. Their success serves as a blueprint for other retailers seeking to navigate the

28 May, Mumbai 2025

Sportswear brand Xtep India is expanding its reach by boosting its retail footprint, enhancing digital operations, and connecting with local sports and fitness initiatives.

Globally recognized for its innovations in running, basketball, and outdoor gear, Xtep India's brick-and-mortar retail strategy is a key driver of its growth. While many brands initially focused on digital sales, Vijay Chowdhary, Founder and CEO, focused on building physical retail experiences. This approach allowed customers to directly interact with Xtep's products, fostering a more engaging shopping journey.

On the digital front, Xtep is developing a targeted direct-to-consumer platform. The brand's online presence goes beyond simple transactions, offering engaging content, personalized shopping experiences, and opportunities for meaningful community involvement. The brand does not aim to become ust a website, but a relevant part of consumers' daily lives.

Xtep has also launched tailored footwear technologies for the Indian market, resulting in products that are lightweight, breathable, and responsive. Engineered for agility and court control, their basketball line also embraces streetwear trends. Additionally, Xtep's lifestyle sneakers blend international style with Indian sensibilities, catering to urban youth. The activewear collection features advanced elements like antibacterial properties, UV protection, and odor resistance, meeting the demands of those seeking high-performance everyday apparel.

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29 May, Mumbai 2025

Currently expanding its footprint, Ranbir Kapoor's lifestyle brand, ARKS aims to increase its revenue to Rs 100 crore within the next three years. Launched in February 2025, the brand has demonstrated swift growth, says Abhinav Verma, CEO and co-founder.

Having initially launched with sneakers, ARKS has since diversified its offerings to include a growing line of men's and women's apparel, boasting over 150 SKUs. The brand plans to expand its collection by 20 per cent-25 per cent by the end of the fiscal year and is preparing to introduce a new perfume line soon.

The brand’s sneaker line contributes around 35 per cent-40 per cent to its revenue, while online channels contribute a 65 per cent to the overall business, states Verma. Currently, 60 per cent of ARKS' apparel caters to men, but the brand is actively working to significantly expand its women's range and evolve into a more unisex offering.

Following the successful launch of its flagship store in Mumbai and a direct-to-consumer (D2C) website, ARKS is now setting its sights on offline expansion. It plans to open a new brick-and-mortar store in Delhi, with plans to further expand into Bengaluru, Hyderabad, and Pune thereafter.

Emphasizing the importance of physical retail, Verma notes, physical stores play a vital role in nurturing community and delivering brand experience. Predominantly owned by Kapoor, ARKS remains a bootstrapped venture and is targeting profitability within the next three to four years.

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28 May, Mumbai 2025

Expanding its brick-and-mortar presence in the country, menswear label Snitch has opened a new EBO at the Fortune Park in Vapi. The EBO takes the brand’s total store count in Gujarat to nine and across India to 58.

Spanning approximately 1,800 sq ft, the store offers latest collection from Snitch including the brand’s complete range of contemporary menswear from bold statement pieces to everyday essentials.

Designed to offer a streamlined shopping experience to the brand’s trend-conscious consumers, the store is located in one of the city’s prominent commercial hubs.

This new store will help the brand strengthen connection with the region and share its distinct fashion ethos with a wider audience, says Siddharth Dungarwal, CEO. It also helps the brand make contemporary fashion more accessible to consumers.

Founded in 2020 with a direct to customer e-commerce store, Snitch has strengthened its offline presence with store across Gujarat in Ahmedabad, Surat, Vadodara, Gandhinagar, and Rajkot.

The brand plans to continue expanding into high-growth Tier II cities as part of its strategy to make trend-led menswear more accessible across India.

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27 May, Mumbai 2025

Indian fashion, once synonymous with intricate weaves and enduring fabrics passed down through generations, are now being bleached out by cheap, disposable clothes.

The siren call of fast fashion, which gets a boost from social media trends and lightning-fast e-commerce, has seduced a nation that once championed mindful consumption. The price of this fleeting style is our landfills are overflowing, rivers choked with toxic dyes, and a cultural identity increasingly obscured by fleeting trends.

"We don’t wear fast fashion. We bury it," reads a stark message painted on a wall in a bustling Mumbai market, a sentiment echoing across a nation grappling with the environmental and cultural fallout of its growing appetite for disposable trends.

As per the Central Pollution Control Board, 2021, India generates almost 7,800 kilotonnes of textile waste annually, contributing significantly to the global crisis projected to reach 148 million tonnes of textile waste by 2030 as per Ellen MacArthur Foundation, 2017. This isn't a consequence of a fabric shortage; it's a symptom of a societal impatience, a relentless pursuit of the 'new' addictive cycle of online hauls.

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The speed trap

As per a McKinsey & Company analysis of 2022 the mechanics of fast fashion are designed for obsolescence. Instagram trends morph at breakneck speed, online retailers promise next-hour delivery, and brands churn out over 500 new styles each month. This hyper-consumption model leaves little room for mindful practices like recycling, repurposing, or even simply wearing an item more than a handful of times. The digital scroll demands novelty, rendering last week's 'it' outfit instantly passé

India's enduring ethos of reuse and resourcefulness

Yet, the irony is stark. India, a land deeply rooted in traditions of sustainability, is now grappling with a Western model of consumption that clash with its inherent values. For centuries, necessity and ingenuity have fostered a culture of minimal waste and maximum utility.

For example, the informal recycling sector Mumbai’s Dharavi, showcases India's inherent ability to extract value from waste.

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While not solely focused on textiles, it highlights a broader cultural mindset of resource recovery. Old clothes are often sorted, repaired, resold, or repurposed into new products, demonstrating a circular economy in action, albeit often under challenging conditions.

The Khadi movement: Mahatma Gandhi's championing of Khadi during India's independence movement wasn't just a political statement; it was an economic and sustainable one. Khadi, handspun and handwoven, promoted local production, reduced reliance on industrial processes, and emphasized durability over fleeting trends. Even today, Khadi remains a symbol of sustainable and ethical fashion.

Kantha embroidery: In West Bengal, the tradition of Kantha embroidery transforms old saris and dhotis into beautiful and functional quilts, throws, and even garments. This intricate art form is a testament to the value placed on repurposing and the inherent beauty found in giving old textiles new life.

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Bastar tribal crafts: The tribal communities of Bastar in Chhattisgarh have long practiced resourcefulness in their clothing and adornments. Using natural dyes derived from local plants and incorporating recycled materials into their textiles and jewellery, they exemplify a deep connection with their environment and a rejection of wasteful practices.

The culture of mending and alteration: Unlike the West's disposable clothing culture, India has a strong tradition of tailoring and mending. Local tailors are ubiquitous, and altering clothes to fit better or repairing minor damage is a common practice, extending the lifespan of garments significantly.

While India's textile waste generation is significant due to its large population, per capita textile consumption and waste generation historically remain lower compared to many developed nations.

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The path to reclamation

The way forward is in rediscovering and re-embracing India's inherent understanding of sustainability. This requires a multi-pronged approach.

Integrating thrift into the digital realm: E-commerce platforms, the very engines of fast fashion's growth, need to actively incorporate and promote the resale of pre-owned clothing. Platforms like CoutLoot and Refash in India are emerging, but wider integration and mainstream adoption are crucial.

Harnessing predictive technology: Investing in predictive analytics can help brands better gauge demand, minimizing overproduction and the resulting textile waste. Data-driven insights can lead to more responsible inventory management.

Boosting pre-owned fashion: There has to be a cultural shift where owning pre-owned clothing is seen as a badge of honour – a conscious choice, not a compromise. Highlighting the unique stories and inherent sustainability of vintage and second-hand pieces can drive this change. Initiatives like curated vintage pop-ups and online platforms focusing on pre-loved luxury are gaining traction.

Reigniting cultural pride in reuse: Educational campaigns and community initiatives can rekindle pride in traditional practices of mending, upcycling, and sharing clothes. Celebrating the ingenuity and resourcefulness embedded in our cultural heritage is crucial. NGOs and grassroots organizations are already working on this, but wider societal engagement is needed.

Thinking beyond recycling

The focus shouldn't solely be on "recycling" – often an energy-intensive process with its own limitations. True progress lies in reducing consumption at the source and extending the lifespan of our garments. This isn't about adopting a new, trendy "sustainable" lifestyle; it's about remembering who we were before the allure of fleeting trends made us forget the value of mindful consumption and the richness of our textile heritage.

India doesn't need to discover sustainability; it needs to remember it. It's time to unplug from the endless scroll, step away from the overflowing wardrobes, and start dressing with intention, weaving a future where our clothes reflect not just fleeting trends, but a deep respect for our planet and our cultural identity. Let's build a new future, thread by sustainable thread, from the wisdom of our old clothes.

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