No Nasties today is one of the largest exporters of organic knits. Speaking about their upcoming collection and its emphasis on organic clothing, Apurva Kothari, Founder, No Nasties, says, “We do not make just T-shirts, we are a full fashion brand now. We only make 100 per cent organic and fair trade clothing and it has not been that difficult for us as we don’t have lofty plans; we are happy being a small niche brand.”
Organic a growing segment
The organic clothing sector is growing with more consciousness among consumers and many more brands entering the space. Kothari is very optimistic about the growth of organic segment. “Around 80 per cent of our Indian sales are from metros and 20 per cent are from Tier II. As far as consumers’ acceptability towards organic clothing is concerned, they are beginning to understand it more and more as there is more media coverage and more products on offer for them,” he explains
Indeed, pricing is a concern but the Indian consumer has enough purchasing power now that this should not be a huge issue for the middle and upper middle classes. No Nasties sources majority of cotton from Chetna Organic co-op and it only works with cotton.
As for retail, in India, the company has one EBO and three MBOs. Internationally, it has 18 MBOs. “We hope to grow by three times this year. We plan to grow slowly & steadily by offering more products and increasing our online presence,” Kothari sums up.