Why India Is The Next Big Market For Organic Fashion

As the saying goes, “ In order to save the planet from complete annihilation, one has to either settle on Mars, inject oneself with a chemical to become a superhero, or simply go organic”. Organic clothing is not just meant for the people with deep pockets but for everyone who wishes to save the planet.

Now traditional fashion apparels might look good on the outside, but the reality is far worse than that! Take the instance of cotton cloth production, where thousands of liters of water is poured; drenched in an expanse amount of chemicals to manufacture clothing dyes. And since, you can’t become chemically immune, so, it becomes more pragmatic to go the organic way.

According to a recent Forbes report, the global consumer spending on fashion clothes and apparels rose to $1.5 Trillion in 2016, with the Indian retail markets set to grow to $115 Billion mark by 2026. Still wonder why we need to push ourselves towards organic fashion?

As the spending habit increases, the fashion market in India will erupt like a furious volcano, and the demand for the toxic apparels will also increase significantly. Thereby unknowingly polluting the environment. Conventional cotton cloth accounts for 25% of the world’s insecticide and 10% of global pesticides sale, giving it away the crown of the most pest-intensive crop on the entire planet. In India, the crop accounts for 55% of the pest-chemicals usage, despite acquiring only 5% farmland. This has more effect on the environment than you and us can comprehend.

In India, everyone today seems to recognize the value of sustainability and appreciates what it has to offer. India is not only growing in terms of economy but also in terms of population, creating a huge demand in every sector of the economy. And as the trend for popular notions like Veganism, organic food, healthy lifestyle increases, the demand for sustainable fashion will also increase. But what exactly are the factors that are pushing India to become the next big market for organic fashion?

Change in the retail landscape

India’s positive economic outlook, and increasing trust of contemporary fashion brands in the organic industry in one of the biggest contributing factor towards changing dynamics of the retail sector. We might not have a significant chunk of market share, in comparison to the global sustainable fashion industry, but we are steadily moving towards it. In February 2017, India managed to win ‘Best country award’ for its exhibition at the London fashion week, curated by some of the most prominent players in the industry. Earlier this year, Ruchika Sachdeva grabbed the International Woolmark prize, in the field of ethical and sustainable fashion.

In India, fashion is no longer just about picking up the trendiest or the most innovative design, it’s also about encouraging and taking a leap forward to sustainable fashion. As a country, we are one of the largest handmade creative economies, where a number of artisans are still indulged in creating handicrafts- And we all have witnessed a recent upswing with the people leveraging it.

Sustainable fashion is getting stronger

According to Indian consumer survey ‘ the Indian consumers are willing the spend the rest of their life in fibre, to save the environment’. Additionally, 7 in 10 shoppers claimed that they would be more likely to shop at the stores that are offering sustainable products, and nearly 79 percent said that they can put extra effort into looking for more sustainable apparels. Mass brands are picking up the pace in India and is an alibi of rising sustainable means. Businesses like Reliance Trends has launched Swadesh, their own-brand, to give a boost to the production of handlooms and handicrafts.

Just as dieticians educates consumers about the food labelling, fashion designers are also playing a pivotal role in educating the consumers about the organic fashion industry. There are also a number of brands, coming out to start their own venture of sustainable fashion clothing. And claims to use, 100% eco-friendly fabrics from organic cotton, handwoven khadi, and organic bamboo to manufacture sustainable fashion products.

So, why choose organic?

  • Reduction in environmental pollution and damage
  • As you might have guessed, the organic cotton is free from all the pesticides infestation. It also helps in reducing pollutants from air, land, and water.

  • Higher quality clothing and fabric
  • Organic clothing often possesses a superior quality or is more durable than non-organic stuff. Thus, giving you an opulent feel, mixed with immense comfort.  

  • Extends a supporting hand to sustainable agriculture
  • Organic clothing empowers sustainable agriculture and helps to create a healthy living soil to produce high-quality products.

  • Helps in protecting the quality of water
  • The toxic chemicals sprayed of crops, end up getting mixed with water beds like a river or a small pond, thus, laying waste to the entire water body. In most villages, this water body could be the only source of drinking water.

  • Shields the health of the agro-workers
  • Researches show that a farmer is prone to more health diseases when exposed to harmful chemicals like pesticides. The statement is particularly relevant in a developing country like ours.

    The echoes for saving the environment is becoming louder, and the ripples can be heard even from a distant place. As the toxic-drenched fashion apparels consume more lives, it’s becoming important for us to move away from them. And as the awareness for adopting these brands gets better, inclination towards these brands will also increase.


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