Conscious consumption drives launch of new sustainable collections in India
The pandemic has caused some attitudinal change amongst Indian consumers. From racing to acquire latest fashion trends, they are now emphasizing on slow consumption.
Growing popularity of plant fiber collections
This is encouraging many startups to launch sustainable ranges. Even kids wear brands are adopting the sustainability trend like Jaipur-based entrepreneur Mitali Bhargava has introduced a sustainable kids’ wear brand Littleens. As per Live Mint, the brand makes its clothes from exotic plant-based fibers while yarns are obtained from orange peels, aloe vera, banana and bamboo. Fabrics used by the brand are extremely soft and do not cause allergies, claims Bhargava. Littleens exports most of its products to Europe, Australia, Singapore and Canada with only 15-20 per cent sales happening in India.
Actor Alia Bhatt has also launched a startup venture named Ed-a-mamma. The brand targets two to 14-year-olds and offers naturally sourced and sustainable apparel for children.
Changing perceptions on sustainability
Like startups, established brands are also taking the sustainability route. Last month, Madame launched an Eco-Aware collection designed to cause minimal environmental damage. Materials used were sourced naturally and production adhered to ethical standards. The brand aims to reduce its carbon footprint by 2030, says Akhil Jain, Executive Director
Kaushik Ranjan Bandyopadhyay, Associate Professor and Area Chair-Business Sustainability, IIM-Lucknow believes consumers perceptions of sustainability are changing with a definite shift to slow fashion. Many developed countries have set up shops selling sustainable, re-purposed materials, he adds. Yet, the road ahead is not smooth as fast-fashion brands are far more aggressive in selling their clothes. Besides, sustainability comes with a price, which is not always justifiable to consumers, adds Bandyopadhyay.
Also, brands are not expected to change their attitudes overnight as they have been following fashion cycles for the last 40 years, opines Harminder Sahni, Founder, Wazir Advisors. World over, there’s a shift in fashion purchases with elaborate wardrobes giving way to fewer pieces, says fashion expert Sraboni Bhaduri. The Indian society is also changing from a high-consuming to one with conscious consumption.
