Fashion with a Sustainable Twist

As rising temperatures and climate change reshape consumer choices, India's fashion industry embraces eco-conscious innovation, blending tradition, technology, and sustainability for a cooler, greener future

- By Tarannum Manjul

AS mercury levels continue to soar and climate change turns Indian summers longer and harsher, the fashion industry is undergoing a transformation of its own. The traditional impulse to wear light, breathable fabrics has evolved into a conscious movement toward sustainable fashion-marking a powerful shift in how brands design and how consumers choose.

The Indian summer fashion market is riding a significant growth wave, projected to expand at a compound annual growth rate (CAGR) of 9.02 per cent from 2025 to 2029.

This growth is fuelled by rising disposable incomes, rapid urbanisation, and the shift from unorganised to organised retail, particularly through ecommerce channels. Within this market, casualwear and athleisure are leading the charge, with the activewear segment alone expected to grow at a CAGR of 8.2 per cent between 2020 and 2025.

Meanwhile, the Indian women's apparel market is also on a steady upward trajectory with a forecast CAGR of over 6.64 per cent from 2024 to 2029.

Amidst this booming landscape, sustainability is emerging not just as a preference but as a necessity.

Consumer-driven Shift

Ambuj Narayan, CEO of Taneira, says, "The shift towards sustainable fashion is driven by growing environmental awareness, climate change concerns, and a demand for ethical production. Consumers are increasingly prioritising biodegradable, skinfriendly fabrics like cotton, linen, and silk that offer comfort while reducing their eco-footprint."

At Taneira, the ethos of sustainability is interwoven with tradition. The brand exclusively uses pure, natural fibres and collaborates with over 100 weaving clusters across India.