People are consciously buying eco-friendly clothes made with sustainable fabrics and lower carbon footprint
In recent years, Indians have become increasingly conscious of the impact of fast fashion on the environment and the need for sustainable and eco-friendly fashion. From small boutiques to large brands, the fashion industry in India is making strides towards more environmentally responsible practices. Many brands are also adopting circular fashion practices, such as upcycling and recycling, to reduce waste and create new garments from old ones. These brands work directly with artisans and weavers, providing them with fair wages and sustainable livelihoods while also promoting traditional techniques and preserving cultural heritage.
A 2021 Statista Consumer Insights has shown that 89 percent of participants buy sustainable and eco-friendly fashion, for example clothes made from sustainable fabrics, fair trade goods or products with lower CO2 emissions than regularly produced items. “As our chart shows, this makes Indian survey participants the most eco-conscious dressers of all surveyed countries,” notes the study.
According to another survey, the majority of Indian consumers prioritise sustainable manufacturing practices when purchasing clothing. Textile production is considered one of the most polluting activities.
Out of the five countries surveyed, China comes in second position with 69% of respondents purchasing eco-friendly apparel, accessories, or shoes. Just 49 and 41% of respondents, respectively, from participants in Western nations like the United States or Germany, claimed to often purchase eco-friendly clothing and related items.
According to other parts of the study, 45% of the respondents who were Indian citizens said they would be willing to pay significantly more for clothing if it were manufactured fairly. While just 47% of Indians claimed to base their purchase on the brand or manufacturer, quality, pricing, and comfort were the three most important factors for sustainable fashion purchases in India.
Overall, the sustainable fashion movement in India is gaining momentum, driven by a growing awareness of the need for responsible consumption and production. As more and more Indians embrace eco-friendly fashion, the industry is evolving towards more sustainable and ethical practices, paving the way for a brighter and greener future.