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The sustainable fashion market in India: An overview

Sustainable fashion aims to promote the use of eco-friendly materials and production processes that reduce the negative impact on the environment and improve social and economic conditions for the workers involved in the industry. It has become an increasingly important topic in the fashion industry, worldwide. India, being one of the largest textile producers in the world, has also seen a rise in the sustainable fashion market.

In recent years, there has been a growing demand for sustainable fashion in India, driven by a combination of consumer awareness and government policies promoting sustainable development.

Current scenario of sustainable fashion in India

Even though India’s textiles and garments industry, contributes to 5% of the country’s GDP, it is a well known fact that the fashion industry is also one of the most polluting industries, globally. The production and disposal of clothing results in huge amounts of waste and emissions, affecting the environment and human health.

The sustainable fashion market in India is still in its early stages, but it has shown steady growth over the past few years.

In recent years, many Indian brands and designers have adopted sustainable practices to address these issues. The sustainable fashion market in India is expected to grow at a CAGR of 10.6% during 2021-2026, according to a report by ResearchAndMarkets.com. The report also suggests that the market’s growth will be driven by increased consumer awareness, government initiatives, and the availability of sustainable materials.

Opportunities for sustainable fashion in India

India’s huge population presents significant potential for the growth and expansion of the sustainable fashion market. As per a report by the Boston Consulting Group (BCG), the sustainable fashion market in India is estimated to reach $9 billion by 2025. The report also suggests that the Indian consumer’s awareness and willingness to pay for sustainable products are increasing.

India’s rich textile heritage also provides a favorable opportunity for the sustainable fashion market to flourish. The country’s traditional handicrafts, weaving techniques, and textiles can be utilized to produce sustainable fashion products that cater to both local and global consumers. Several sustainable fashion brands in India have already recognized this opportunity and are creating distinctive eco-friendly and ethically made products.

Developments in the sustainable fashion market
One of the most promising developments in the sustainable fashion market in India is the emergence of sustainable fashion startups. Many entrepreneurs in India are launching sustainable fashion brands that cater to the growing demand for eco-friendly and ethically made products. These startups are leveraging innovative technologies and sustainable materials to create unique products that appeal to consumers. Moreover, they are adopting sustainable practices throughout the supply chain to ensure that their products are environmentally friendly and socially responsible. The emergence of these startups has not only brought innovation to the sustainable fashion market but also created employment opportunities in the sector.

Role of influencers and celebrities in promoting sustainable fashion
The influence of Indian celebrities and influencers on consumer behavior is a crucial aspect of the sustainable fashion market in India. Their growing interest in promoting sustainable fashion is apparent through endorsing eco-friendly brands, featuring sustainable fashion products on social media, and participating in events promoting ethical fashion. This trend is gradually increasing consumer awareness and transforming the perception of sustainable fashion in India. With more influential personalities joining this movement, the sustainable fashion market in India is expected to receive more attention and become a mainstream trend.

Challenges

Despite the growing demand and opportunities, the sustainable fashion market in India faces several challenges. One of the major challenges is the lack of infrastructure. Additionally, the supply chain for sustainable fashion products is often fragmented, making it difficult for brands to source sustainable materials and ensure ethical production practices. Many sustainable fashion brands in India operate on a small scale and may not have access to the infrastructure and technology needed to produce and distribute their products efficiently. To address this challenge, the government and other stakeholders can invest in sustainable infrastructure and technology to support the growth of the sustainable fashion industry. Sustainable supply chains can be developed to ensure that sustainable materials are available to sustainable fashion brands, and technology can be used to track the environmental and social impacts of products.

Finally, the sustainable fashion market in India faces challenges related to market penetration. Sustainable fashion products are often marketed to a niche audience, which limits their market penetration and makes it difficult to reach a wider audience. Sustainable fashion brands need to find ways to market their products to a wider audience and communicate the value of sustainable fashion. They can also explore ways to make their products more affordable without compromising on sustainability.

Conclusion

The sustainable fashion market in India faces several challenges that make it difficult to achieve its full potential. However, with education and awareness campaigns, increased production and distribution, investment in sustainable infrastructure and technology, and improved marketing strategies, the sustainable fashion market in India can overcome these challenges and achieve its goals of promoting sustainability and social responsibility in the fashion industry.

 

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Disclaimer

Views expressed above are the author’s own.

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