Since Anita Dongre’s Label (formerly known with AND brand), launched label with Grassroot, in 2007, demand and popularity of organic clothing has outgrown. Organic clothing demand in kids wears has increased and has been gaining quite a dramatic traction not only amongst consumers but also with the key player of fashion market.
Though massive awareness amongst people in INDIA about organic clothing is yet lacking, although fashion adaptive cities like Ahmedabad, Delhi, Kolkata, Mumbai, Pune & Bangalore have accepted the concept quite well.
It is not just affluent class but for all those who understands and have awareness about the importance of sustainability. Few apparel brands have initiated by taking up responsibility of keeping earth green and chose to undergo manufacturing fabric that are organic or eco- friendly. Fashion is no longer just a trend. It has added over the sustainable choices in fashion & apparel trend.
The concept of organic cloth manufacturing is yet to be accepted by people in INDIA.
Western world has easily adapted the concept.
Vital business challenge is that there is lack of effective distribution, marketing and sales network.
Its availability is less and scars so the prices of the product tends to increase.
Due to lack of marketing, promoting and lack of creating its awareness, there is less demand of the same.
Though organic clothing concept is yet to gain high popularity in various geographical areas, various key players like koonik, Urrvi, Awerganic and many others have shown the confidence that the concept will catch fire soon.
The concept needs marketing and there are numerous small and big designers who manufacture organic fabric, design organic clothes and sell them. All we need is to promote and market the concept, designers and manufacturers. Through marketing and promoting, more people will be aware about it.
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