ANNOUNCEMENTS
India’s fashion industry, known for its cultural richness and economic significance, is gradually moving toward sustainable practices, particularly in the use of environmentally friendly raw materials such as organic cotton, recycled fibres, and natural dyes. This research examines the status of sustainable material adoption, focusing on three key objectives: analysing consumer awareness and behaviour, and assessing the impact of initiatives such as Project SU.RE and private brand efforts, and proposing actionable strategies to enhance adoption. The study identifies key challenges, including limited consumer knowledge, high costs of sustainable transformation for SMEs, weak policy implementation, and disjointed supply chains. Insights from industry voices such as those from artisan-focused brand Ashdeen, highlight on-ground issues like the lack of recycling infrastructure and the need for more durable natural solutions. Based on these findings, the research recommends stronger policy support, improved consumer outreach, structured monitoring systems, and context-specific sustainability models. It emphasizes the need for collaborative efforts, targeted innovation, and culturally relevant solutions to enable a widespread and lasting shift toward sustainability within India’s fashion sector.
Keywords: Sustainable Material Adoption, Consumer Awareness and Behaviour, Policy Implementation, Supply Chain Management, Collaborative Innovation.
