Arushi Bhatia, Founder, Kapaas

Completing her education in (Hons), Arushi Bhatia is extremely fond of dancing, cooking and reading. Her favourite hobby since she was a kid was designing clothes with her mom. It gave her the most amount of joy to sit and discuss the small things like colour combinations and accessories and silhouettes. She feels like the luckiest person to be able to make a living out of her favourite hobby.

One of the worst summers in India in over a century is currently underway (with heat waves hitting Central and North India almost every day). If now isn’t the right moment to worry about climate change, when will it be? Not only should you think, but you should also act. This reminds me of how Indian consumers are becoming more aware of what they are purchasing and, as a consequence, are more inclined to support firms that adhere to ethical and sustainable principles. According to AT Kearney’s analysis, over 70% of individuals surveyed in India stated they are seeking companies that are sustainable and trustworthy, which is significantly higher than their worldwide counterparts.

This sudden shift in customers’ preferences has compelled Indian brands to embrace more eco-friendly business practices. From product manufacturing to packaging and delivery, brands are implementing sustainable methods to please their customers across the spectrum. Clothing brands are one of the industries, which is facing the major impact of this shift. Gone are the days when organic fashion meant old-fashioned, uninteresting clothing. New designers are now creating incredibly unique and organic collections using textiles like Khadi and Hemp. What was once a race of fast fashion has now become a race of fairly compensating employees and adopting natural fabrics and dyes.

Of course, the pandemic of 2020 has shown us that whatever harm we cause to the world will ultimately catch up with us. Thus, increased education and awareness have opened the eyes of a significant number of individuals, if not all. That is why Indian customers are ready to pay more for eco-sustainable or socially conscious businesses in sectors such as vehicles, clothes, personal care, and fresh and packaged foods, and various brands, in order not to fall behind in this race, are catering to such organic needs of customers.

Sustainability is a major investment for companies, not just because of clients’ demands, but also because it’s the only way to survive in this world. However, while some brands consider it as their obligation to future generations, others have taken the path of sustainability after learning that it would be mandated by law in the coming years. Various disasters, such as the Australian bushfire, have demonstrated that administrative authorities throughout the world will impose rigorous laws for all industries to protect the environment. As a result, companies are already implementing sustainability to avoid any future losses that may occur as a consequence of the strict laws.

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