The true cost of what we buy

Every year, India sees the launch of over 1,000 new retail brands, adding to millions of brands globally.

- SHREYA SINGHAL

Each brand, on average, creates approximately 1,000 new styles annually, with about 30 percent of old stock often ending up as waste. Last year, Shein alone created 1.3 million styles. Does this mean we should stop creating new brands? Should consumers feel guilty for not knowing what happens to discarded products? The solution lies in mindful consumption – buying less, making thoughtful choices, and consuming responsibly.

Many companies falsely claim to be eco-friendly, a practice known as green-washing. They use green and brown packaging, nature symbols like leaves and trees, and vague phrases like "80% recyclable" to mislead customers. Without proper certifications and clear labels, it’s hard to know which products are truly sustainable.

The food industry requires clear ingredient labels, thanks to FSSAI rules. Similar transparency is needed for products that harm the environment. Clear guidelines would help consumers make better choices.