Organic clothing produced using environmentally friendly practices is gaining ground in the Indian fashion industry. Propelled by rising consumer awareness about sustainability, organic apparel, and textile brands have sprung up across India. The organic clothing market is projected to grow at a CAGR of 10% from 2022 to reach $1.7 billion by 2027.
The shift reflects changing mindsets and a desire for ethical consumerism. By opting for organic clothing, Indian buyers want to reduce the environmental impact of their fashion choices and support eco-conscious businesses.
What Constitutes Organic Clothing?
Organic clothing is made from fibers grown without the use of any synthetic fertilizers or pesticides. Organic cotton, for example, is cultivated using natural techniques like crop rotation instead of chemical inputs. Certifying agencies control the production process.
At the raw material stage itself, organic clothing aims to avoid the intensive use of water and harmful chemicals that conventionally grown fibers like cotton involve. In the processing and manufacturing too, organic clothing brands use non-toxic dyes and safe chemicals so the entire cycle is sustainable.
Key Drivers of Organic Clothing in India
Several factors are catalyzing the adoption of organic clothing in the Indian market:
Increasing Consumer Awareness — Consumers, especially in urban areas are more aware of issues like pollution and water scarcity caused by apparel production. Many actively seek out organic clothing labels that are transparent about their practices.
Health and Wellness Trends — With a greater focus on living healthy lifestyles, organic clothing is appealing to buyers worried about skin exposure to residual chemicals in fabrics. The natural, non-irritating properties of organic clothing provide comfort.
Celebrity Endorsements — Leading movie stars like Kareena Kapoor, Shilpa Shetty, and Salman Khan have invested in or promoted organic clothing brands. Their involvement sways public attitudes and trust.
Government Support — Government schemes like the National Programme for Organic Production provide certification and financial incentives to boost organic farming. This expands the production capacity of organic fibers.
Evolving Fashion Preferences — Consumers want casual, comfortable clothing incorporating natural fabrics for daily and activewear. Organic cotton and bamboo blends meet this demand while also being sustainable.
Organic Clothing Fibers Gaining Prominence
Different natural fibers form the base for organic apparel and household textiles in India. Here are some popular organic fabric options:
Organic Cotton — The most widely used fiber for organic clothing, organic cotton is soft, breathable, and versatile. It uses 88% less water than conventional cotton. Brands like Anita Dongre and Nicobar use organic cotton sourced from farmers.
Bamboo — With its moisture-wicking and antimicrobial properties, bamboo rayon or lyocell is ideal for organic activewear and loungewear. Brands like Bhu: sattva and Anouk create bamboo clothing.
Hemp — Hemp fiber makes durable organic fabrics requiring minimal water and no pesticides. Hemp Fabric Lab and WeOrg offer organic hemp clothing in India.
Silk — Organic silk produced without exploiting silkworms provides a luxurious, ethical textile option. Designers like Ritu Kumar incorporate organic silk.
Wool — Sourced from sheep raised on organic grasslands, organic wool clothing provides breathability and insulation. Designer Soham Dave has an organic wool collection.
Khadi — The original handspun, handwoven fabric is a traditional organic textile. Labels like Fabindia and Anokhi use khadi.
Leading Indian Organic Clothing Brands
Many prominent and niche brands now provide stylish organic apparel made using ethical production practices:
No Nasties — Founded in 2014, this brand based in Goa offers cool casualwear made from organic cotton and bamboo. Following a farm-to-closet model, it audits its supplier ecosystem for sustainability.
Soham Dave — This designer brand crafts premium tailored organic clothing for men and women including suits, tops, and kurtas using natural fabrics. Their fabrics are GOTS certified.
Bhu: sattva — Based in Bangalore, Bhu: sattva creates yoga-inspired, ethical activewear and basics using bamboo. All their fabrics and manufacturing are certified organic.
Anita Dongre — The popular designer has an entire organic line called AND comprising of womenswear like dresses, pants and jackets made from handpicked, non-GMO organic cotton and natural dyes.
Jaypore — The online fashion retailer has a dedicated organic clothing range including kurtas, dresses, shirts and pants made from certified fabrics like organic cotton, Tencel and banana fiber.
Nicobar — This contemporary lifestyle label uses OCS and GOTS certified organic cottons and linen sourced directly from sustainable farms to minimize the environmental impact.
Tatva — This brand produces quality organic cotton home furnishings like towels, sheets and rugs crafted by artisans using AZO-free dyes. They focus on conscious luxury.
Organic Clothing Startups Driving Innovation
A new wave of startups focused on organic clothing and textiles are using sustainability-oriented innovations:
GreenThread — This Coimbatore based startup makes 100% biodegradable stitching thread from organic cotton and plant starch reducing plastics in garment-making.
Karkhana Chronicles — Their digital printing inks use natural, non-toxic ingredients like soybean oil. The startup works with NGOs to provide employment to migrant workers for printing organic apparel.
The Root Collective — Women artisans handcraft organic clothing from pesticide-free indigo and madder in this collaborative ethical label based out of Tamil Nadu.
Bhavi — This Ahmedabad-based brand employs textile waste recycling and natural indigo dyeing for its organic clothing made by traditional artisans. Their manufacturing is zero waste.
Weorg.in — Based in Ambala, they provide high-quality 100% hemp fabrics t-shirts for sustainable clothing.
Doodlage — Located in Delhi, this startup upcycles waste materials into wearable and desirable organic clothing, limiting the new resources needed.
Future Trajectory for Organic Clothing
The organic clothing industry in India is poised for healthy growth as more players enter this eco-conscious space and build ethical, transparent supply chains. With greater availability of organic fabrics and consumer demand, organic clothing could enjoy mass-market appeal in the coming years.
However, challenges exist like the higher price points of organic apparel that limit affordability. Spreading more awareness on why organic is worth the premium and bringing economies of scale into production can expand the segment beyond niche status.
The organic clothing revolution aligns with the larger movement toward sustainable living. By dressing ethically and demanding green practices, Indian consumers can collectively influence how the fashion industry evolves.