Sustainability is now a non-negotiable part of India’s brand strategies especially clothing brands. With growing consumer awareness, pressing environmental concerns and a increasing sense of corporate responsibility, this shift is reshaping product development, marketing communications, and operational practices across the industry.

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Demand for sustainable fashion grows

Indian consumers are increasingly prioritizing eco-friendly and ethically produced apparel. As per a Statista Consumer Insights survey in 2021, almost 89 per cent of Indians claimed to buy sustainable fashion. This rise in conscious consumption is compelling brands to integrate sustainability into their core offerings, recognizing it as a key differentiator.

Table: Consumer attitudes towards sustainable fashion in India

Leading brands championing sustainability

Several prominent Indian fashion brands are setting the benchmark for sustainable practices.

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Aditya Birla Fashion and Retail Limited (ABFRL): As per the company’s Sustainability Report, ABFRL has made significant strides in sustainability, achieving 68 per cent renewable energy sourcing across its owned facilities and attaining 'Zero Waste to Landfill' status by recycling over 90 per cent of its waste. This commitment demonstrates a large scale industry shift.

Fabindia: Known for its handcrafted textiles and traditional techniques, Fabindia has long championed sustainable practices. The brand emphasizes the use of natural fibers, supports artisan communities, and promotes fair trade. They have also implemented a 'zero discharge' policy in some of their production units.

Raymond: The textile giant has invested in sustainable manufacturing processes, including water conservation and waste reduction. As per Raymond Sustainability Report, 2024, they are also exploring the use of recycled materials and organic cotton. Raymond recently announced they have reduced their water consumption in certain operations by 20 per cent over the past three years.

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Biba: Biba has introduced collections made from eco-friendly fabrics like Livaeco by Birla Cellulose, which are derived from wood pulp and are biodegradable. They are also focusing on reducing packaging waste and promoting responsible consumption.

In fact, Livaeco by Birla Cellulose is a prime example of a sustainable fiber gaining traction in the Indian market. The fiber is derived from wood pulp sourced from sustainably managed forests and is biodegradable. It has gained popularity with Biba, for its soft texture, fluidity and sustainable credentials.

Birla Cellulose has been working closely with various brands and retailers to promote the use of Livaeco and educate consumers about its environmental benefits.

House of Anita Dongre: Anita Dongre's Grassroot initiative focuses on empowering rural women artisans and promoting traditional crafts. The brand uses handwoven fabrics and natural dyes, minimizing its environmental impact.

Lovebirds: This contemporary fashion label emphasizes minimalistic designs and sustainable practices, utilizing eco-friendly fabrics and traditional Indian techniques. Lovebirds has gained international recognition, being stocked by global retailers like Harvey Nichols and Neiman Marcus. [Source: Turn0 News13]

Suta: Mumbai-based Suta employs over 16,000 local weavers and artisans across India, focusing on ethical production and sustainable processes. As per Turn0 Search4, the brand emphasizes not only sustainable products but also responsible practices, such as upcycling and creating eco-friendly work environments.

Reliance Retail: Reliance Retail is gradually introducing sustainable practices across its fashion portfolio, including the promotion of products made from recycled materials and organic cotton. They are also working to reduce plastic packaging and improve energy efficiency in their stores.

Then there are collaborations between Indian designers and international brands with focus on sustainability. Sabyasachi x H&M is an example. This collaboration resulted in the ‘Wanderlust’ collection, blending Indian and contemporary fashion elements. The collection emphasizes sustainability by using recycled or sustainably sourced materials and focusing on emotional durability to ensure long-term use.

Educating consumers need of hour

Despite the progress, challenges remain, including the need for greater consumer education and overcoming the perception of higher costs associated with sustainable fashion.

However, there is a growing commitment among Indian brands and retailers to embed sustainability into their business models, reflecting a broader global movement towards responsible fashion. The fragmented nature of the Indian textile industry, the lack of standardized sustainability certifications, and the cost of implementing eco-friendly practices pose significant hurdles.

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In a world saturated with fleeting trends and the relentless churn of fast fashion, a quiet but powerful revolution is brewing. The spotlight is shifting. Consumers aware of the environmental and social costs of rapid production cycles are turning towards something more meaningful, more enduring: slow fashion.

This conscious movement, emphasizing quality, ethical production, and mindful consumption, is steadily gaining momentum in India, mirroring a global shift towards a more sustainable approach to clothing.

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Slow fashion moves forward

The global sustainable fashion market was estimated at around $6.35 billion in 2020 and is projected to reach $9.81 billion by 2025, growing at a CAGR of approximately 9.1 per cent during the forecast period. Reports indicate an increase in consumer interest in ethical and sustainable brands.

Terms like "sustainable fashion," "eco-fashion," and "conscious consumerism" are gaining traction, reflecting this growing demand.

India, with its rich heritage of handloom textiles, artisanal crafts, and traditional skills, is uniquely positioned to lead this slow fashion revolution. The growth of slow fashion in India is not just an ethical choice; it's an opportunity to revitalize local economies, preserve traditional crafts, and empower marginalized communities.

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Growing importance of slow fashion

The importance of slow fashion's growth, both globally and particularly in India, is multifaceted.

• Environmental sustainability: Fast fashion's demand for rapid production relies heavily on resource-intensive processes, leading to significant water usage, chemical pollution from dyeing and finishing, and massive textile waste ending up in landfills. Slow fashion, with its emphasis on durable, high-quality materials and longer product lifecycles, directly addresses these concerns. By promoting mindful consumption and reducing the demand for constantly new items, it lessens the environmental burden.
• Ethical labor practices: The fast fashion industry has often been criticized for poor working conditions, low wages, and exploitation of garment workers, often in developing countries. Slow fashion brands typically prioritize fair wages, safe working environments, and transparent supply chains, ensuring the well-being of the people who make our clothes. In India, this can translate to better livelihoods for artisans and weavers.
• Preservation of craft and heritage: India boasts of diverse traditional textile techniques and artisanal skills passed down through generations. The rise of slow fashion provides a platform for these crafts to thrive, preventing their extinction in the face of mass-produced alternatives. Supporting these artisans not only preserves cultural heritage but also creates economic opportunities in rural communities.
• Empowering local economies: By choosing locally made, handcrafted garments, consumers directly support local businesses and artisans, contributing to the economic growth and stability of their communities. This contrasts with fast fashion, where profits often flow to large corporations, with limited local economic benefit.
• Promoting mindful consumption: Slow fashion encourages consumers to think critically about their purchases, considering the origin, materials, and longevity of their clothes. This shift away from impulsive buying fosters a more conscious and responsible approach to consumption, ultimately leading to less waste and a greater appreciation for the value of clothing.

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Building brands in slow fashion

Small clothing brands are at the forefront of the slow fashion movement. Here are a few examples of Indian brands and startups that embody the ethos of slow fashion:

• No Nasties: This Goa-based brand focuses on organic cotton clothing for adults and children, emphasizing fair trade practices and transparent supply chains. Their commitment to ethical sourcing and production has garnered them a loyal customer base. Their business model revolves around direct-to-consumer sales through their website, allowing them to maintain control over their values and customer relationships.
• Doodlage: Doodlage is a Delhi-based brand that upcycles factory waste and surplus fabrics to create unique and stylish clothing. Their innovative approach to minimizing textile waste and their focus on contemporary designs have made them a notable name in sustainable fashion in India. They retail through their own stores and online platforms, showcasing that sustainability can be synonymous with high fashion.
• Mishé: This brand works with artisans across India, celebrating traditional crafts like hand-block printing and natural dyeing. They focus on creating timeless pieces with a contemporary aesthetic, highlighting the skill and artistry of their craftspeople. Their business model emphasizes fair wages and ethical sourcing, positioning them as a brand that values both people and the planet.
• B Label: Part of the Bombay Hemp Company (BOHECO), B Label utilizes hemp textiles to create sustainable and durable clothing. Hemp is known for its low environmental impact, requiring less water and pesticides than conventional cotton. B Label's focus on this eco-friendly material and their commitment to ethical production showcase the potential of innovative materials in slow fashion.

The rise of social media and e-commerce has been a game-changer for small, slow fashion brands. It allows them to bypass traditional retail barriers and connect directly with consumers who resonate with their values. This direct engagement fosters trust and loyalty, crucial elements for building a sustainable brand.

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In the post-pandemic years, India’s retail ecosystem has gone through many changes. While malls and organized retail spaces continue to draw significant footfall, the real action is unfolding elsewhere — on the streets. Main street retail once seen as second-tier to glitzy shopping malls, is staging a sharp comeback.

Cushman & Wakefield’s Q1 2025 report titled ‘Main Street Makeover: How Local Fashion Brands are Capitalizing on High Street Demand’, highlights this shift. And it’s being led aggressively by domestic fashion brands that are rapidly claiming premium high street real estate. The report, covering the January to March 2025 quarter, reflects this growing trend through leasing activity, consumer behavior, and the strategic moves of local brands.

Local brands dominate the leasing game

The biggest headline from the report is clear: local fashion brands are no longer playing second fiddle — they are steering the direction of high street retail. In Q1 2025, domestic brands accounted for 65 per cent of all new main street leasing activity, dwarfing the 35 per cent share held by international players. This marks a sharp 20 per cent rise from the same quarter last year, when local brands held just 45 per cent of the share. The data underscores a fundamental change in market dynamics — Indian labels are not just holding their ground but expanding their presence with confidence and strategic clarity.

Table: Main street leasing activity (Q1 2025)

India’s New Retail Hotspots

Across cities, main street locations are heating up — but not in the traditional sense. It's not the legacy retail hubs leading the charge, rather the emerging corridors that are drawing attention. Hyderabad, for instance, is seeing rapid retail growth in areas like Banjara Hills Extension and Gachibowli. Lower rental costs combined with high visibility are proving irresistible for fashion brands. For example, 'Label Aishwaryaa', known for its contemporary ethnic wear, has snapped up premium space in these areas, while 'Urban Threads Hyderabad' is riding the youth streetwear wave with a strong local presence. Rentals in these zones have risen almost 15 per cent quarter-on-quarter — a testament to the growing demand.

Mumbai is witnessing a similar story play out in its peripheral zones. Thane’s Ghodbunder Road and Navi Mumbai’s Palm Beach Road are emerging as magnet locations for retail. With rising residential density and improving infrastructure, brands like 'Mumbai Modish' and 'Kala Kriti' are thriving. Foot falls in these areas has jumped 25 per cent year-on-year, indicating a robust consumer appetite. Meanwhile, Delhi NCR’s high streets are experiencing a revival of their own. Gurugram’s Sector 29 and Noida’s Sector 18 have emerged as hotspots for brands like 'Desi Diva' and 'Street Style Delhi', who are tapping into a style-conscious, hyper-local consumer base.

Fashion segments leading the charge

The rise in local fashion isn’t confined to one style — it’s a cross-section of categories that’s pushing this growth. Ethnic wear remains a powerhouse, but it has evolved far beyond its traditional roots. Brands like 'Label Aishwaryaa' and 'Desi Diva' are reinterpreting ethnic fashion with modern silhouettes and luxury-grade fabrics, appealing to both millennials and mature shoppers.

Contemporary streetwear is also on the rise, particularly among Gen Z and college-goers. Brands such as 'Urban Threads Hyderabad' and 'Street Style Delhi' are capitalizing on this demand with fashion that’s bold, fast, and hyper-relevant. Fast fashion, as a category, continues to do well, especially with younger demographics. 'Mumbai Modish' exemplifies this with its rapid style turnover and pulse on global trends. On the more artisanal end, brands like 'Kala Kriti' are bringing traditional Indian craftsmanship to the high street, offering unique apparel rooted in heritage but designed for modern wardrobes.

Behind the scenes, what’s triggering the shift

Several factors are powering this resurgence. Top among them is affordability. Unlike malls, high street spaces often come with significantly lower rental obligations. This gives local brands the financial leeway to invest in location strategy, storefront design, and customer experience. Then there’s visibility — high street retail offers constant, natural footfall. No elevators or food courts to navigate — just an open invitation to walk in.

The Hyderabad-based ethnic wear brand 'Label Aishwaryaa' brand for example, made a calculated move to establish a store in Banjara Hills Extension. The brand tailored its store experience to the locale — chic interiors, attentive staff, and designs that straddle tradition and trend. Within one quarter sales spiked 30 per cent.

Beyond footfalls, there’s also the emotional connect. Consumers are increasingly looking to support homegrown brands that reflect local stories, local craftsmanship, and local values. This connection is hard to replicate in mass-market mall environments.

Moreover, these brands are no longer confined to brick-and-mortar. The smartest among them are executing seamless omnichannel strategies — combining physical stores with robust digital presence, social media engagement, and influencer collaborations. 'Urban Threads Hyderabad', for instance, has seen immense traction through Instagram-driven marketing and localized influencer partnerships.

The future is on the street

The return of main street retail isn’t a fleeting trend — it’s a recalibration of how Indian fashion engages with its audience. Local brands are no longer content to chase visibility within the confines of shopping malls. They are boldly claiming their space on the streets leveraging affordability, location advantages, and an emotional connect with the consumer. As footfalls rises, rental values inch upward, and consumer preferences lean into personalization and authenticity, India’s high streets are quickly becoming the new runway for fashion retail. If Q1 2025 is any indication, the main street isn’t just back — it’s leading the future of Indian retail.