What Does Sustainable Fashion Really Mean in India?

🌿 Let’s Get Real About Sustainable Fashion

We’ve all seen the term “sustainable fashion” tossed around like a trend. Eco-friendly, slow-made, ethically sourced - it’s everywhere. But if you live in India, what does it really mean for us? Is it just about wearing khadi or ditching fast fashion? Or is it something deeper?

For us, sustainable fashion is personal. It’s about heritage, climate, and the future we’re shaping with every outfit we choose.

💡 It All Started with a Thesis...

Back in my master’s program, I wrote my thesis on the weaving industry of India. What started as a research topic quickly turned into a passion. I was fascinated - not just by the richness of our textile heritage, but by how deeply it’s connected to our culture, our economy, and our environment.

I discovered that when we lose traditional crafts, we’re not just losing beautiful art - we’re also affecting ecosystems, displacing artisan livelihoods, and supporting industries that contribute to pollution and waste.

But then… life happened. I graduated, took up a corporate job, and that thesis became just another file on my laptop.

⚡ The Turning Point

A couple of years into work, I was watching a livestream of a climate change conference during a regular office day. One expert said something that hit me hard:

“Climate change isn’t coming. It’s already here. And everything is contributes, even these clothes we wear is a huge part of the problem.”

It was like a switch flipped.

There I was, sitting in air-conditioned comfort wearing an amazing linen saree, while entire communities - many in India - were already facing the fallout of rising temperatures, water shortages, and lost livelihoods. I realized I couldn’t just stay a bystander. I needed to do something that aligned with what I had learned - and believed in.

And that’s how NRITARA was born.

What Is Sustainable Fashion in the Indian Context?

In India, sustainability isn’t a modern movement - it’s woven into our roots. Our grandmothers wore sarees that lasted for decades. Clothes were passed down, lovingly altered, and treasured. Artisans crafted textiles using natural dyes, with no electricity, no plastic, and no waste. Even the smallest scraps were turned into quilts, potlis, or dusters.

Today, sustainable fashion is about reviving those values in a world that desperately needs them. It’s not about perfection or following a checklist - it’s about returning to what we always knew: clothing made with care, intention, and respect for people and the planet.

Why This Matters Now More Than Ever

Let’s not sugarcoat it - fashion is one of the most polluting industries in the world. Fast fashion relies on synthetic fabrics that never decompose, mass dyeing processes that dump toxic chemicals into rivers, and production cycles that burn through water and energy like there’s no tomorrow.

But there is a tomorrow. And we need to protect it.

The good news is, every small action matters. Choosing natural fabrics over synthetics reduces microplastic pollution. Repeating outfits with pride cuts down on waste. Supporting brands that work with artisans instead of factories helps preserve heritage and reduce carbon footprints. These are seemingly small choices, but they create a ripple effect.

💚 What We Do at NRITARA

At NRITARA, we try to live by the same principles we advocate. Our pieces are made in small batches, not mass produced. We work closely with artisans from weaving, painting and handblock printing clusters, ensuring fair wages and dignified work environments.

We consciously choose natural fabrics like cotton, tussar silk, and mul. Our dyeing and printing techniques - like the mud-resist Dabu print - use minimal water, no harsh chemicals, and rely on age-old methods passed down through generations. Every product we make is meant to last. It’s not designed to follow trends, but to hold space in your wardrobe for years, if not decades.

We’re not perfect. But we’re intentional. And in the world we live in, that already counts for a lot.

✨ What You Can Do (Without Overhauling Your Life)

You don’t need to throw out your entire wardrobe or only wear eco-certified labels to live more sustainably. You can start small. Ask yourself where your clothes come from. Choose one handcrafted, consciously made piece this season. Support a homegrown label over a fast fashion giant. Repair instead of replacing. Repeat your favorite saree with pride, and tell its story.

Talk about these things with your friends and family - because awareness spreads action.

Sustainability isn’t about being perfect. It’s about being better, more mindful, and choosing progress over perfection.

💭 Final Thoughts

India has always known what sustainable fashion looks like - we just called it everyday life. Today, it’s time to bring that wisdom back, but with intention. For me, NRITARA is more than just a brand. It’s my way of turning that dusty thesis into living action. It’s a bridge between heritage and hope, between tradition and change.

So the next time you pick up a piece of clothing, take a moment. Ask yourself what story it tells - and whether it’s one you want to wear.

Let’s choose fashion that feels good, looks beautiful, and does better for the world we live in.