Sustainable Business Practices in India in 2025: An Analytical Study of Five Leading Eco-Conscious Brands: Dr(HC)Prachetan Potadar

Sustainability is increasingly recognised as a critical dimension of corporate strategy in India’s evolving market landscape by 2025. This study examines five Indian brands that exemplify sustainable practices through innovative environmental and social models. The brands—No Nasties, FabIndia, Doodlage, Greensole, and I Was a Sari—integrate organic materials, circular economy principles, traditional crafts, and social impact initiatives. Data synthesised from industry reports and market analysis suggest these brands both reflect and contribute to the growth of India’s sustainability ethos, with implications for policy frameworks and consumer behaviour. Findings highlight the interconnectedness of ecological responsibility and socio-economic development in emerging economies.

Introduction

The global imperative for sustainability has increasingly permeated emerging economies, with India positioning itself as a forerunner in integrating environmental and social responsibility into business practices by 2025. Amid challenges of resource scarcity, pollution, and socio-economic disparity, Indian enterprises innovate to meet growing consumer demand for ethical products and transparent practices (World Bank, 2023). This article analyses five pioneering sustainable brands operating in India’s fashion and footwear sectors—No Nasties, FabIndia, Doodlage, Greensole, and I Was a Sari—and contextualises their roles within India’s sustainability shift. The research addresses how these brands operationalise sustainability, the supporting market trends, and their broader socio-environmental impacts.

Materials and Methods

A qualitative case study approach was adopted to explore the sustainability frameworks of selected brands. Secondary data were collected from recent industry reports (IBEF, 2025; McKinsey & Co., 2024), government publications (Government of India, Ministry of Textiles, 2025), academic reviews, and credible corporate disclosures spanning 2024-2025. Brands were selected based on recognised leadership in sustainability, innovation in production or social impact, and market presence. Data analysis focused on categorising sustainability strategies, assessing alignment with circular economy principles (EMF, 2023), and evaluating socio-economic contributions. Market growth rates and consumer behaviour trends were referenced to situate brand performance within the wider Indian sustainability economy.

Results:

No Nasties: Organic and Carbon-Neutral Production:

No Nasties exemplifies sustainable fashion by producing 100% organic cotton apparel with chemical-free, natural dyes. Their commitment extends beyond fabric choices, integrating carbon neutrality through offsets invested in renewable energy and forestry projects (No Nasties Sustainability Report, 2025). Transparency in lifecycle assessment via third-party platforms fosters accountability (Green Story, 2024). The brand’s growth corresponds with an estimated CAGR exceeding 8% in India’s organic fashion sector, aligned with McKinsey & Co.’s 2024 report on sustainable consumer demand (McKinsey & Co., 2024).

FabIndia: Preserving Artisanal Heritage with Eco-Friendly Practices:

FabIndia connects rural artisans to the urban market through sustainable production models using natural fibres and organic textiles (Government of India, Ministry of Textiles, 2025). This supports livelihood generation while preserving handloom traditions that avoid synthetic chemicals (Sinha & Roy, 2023). The brand complements national policy directives promoting organic textiles, contributing to a projected USD 30 billion handloom market by 2025 (IBEF, 2025).

Doodlage: Circular Economy Through Textile Waste Upcycling:

Doodlage operates within the circular economy, reclaiming factory textile waste and deadstock into limited-edition garments. This upcycling reduces landfill waste, addressing India’s textile waste exceeding 2 million tons annually (EMF, 2023). The brand caters to environmentally conscious consumers demanding uniqueness and sustainability, aligning with trends favouring circular fashion initiatives (Niinimäki et al., 2020).

Greensole: Socially Responsible Sustainable Footwear

Greensole refurbishes discarded footwear, redistributing it to underprivileged populations (Greensole Impact Report, 2025). This initiative reduces waste and advances social equity. The sustainable footwear market’s expansion underscores the viability of integrating environmental and social sustainability, as exhibited by Greensole’s scalable model (Kumar & Sharma, 2024).

I Was a Sari: Upcycling Tradition for Modern Sustainable Fashion

I Was a Sari creatively transforms used saris and surplus textiles into modern apparel, conserving resources through fabric reuse (I Was a Sari Corporate Report, 2025). This upcycling mitigates textile waste and promotes sustainable luxury, resonating with global demand for ethical fashion grounded in cultural heritage.

Discussion

These brands exemplify diverse but complementary sustainability approaches—organic sourcing, circular design, artisan empowerment, and social entrepreneurship—reflecting India’s multifaceted sustainability landscape. Their operations underscore the interplay of environmental responsibility with economic inclusion, demonstrating that commercial success and sustainability are not mutually exclusive (Porter & Kramer, 2011). Government policies, such as renewable energy expansion and ESG compliance mandates, amplify these trends (Government of India, 2025). Consumer behaviour analysis reveals increased preference among millennials and Gen Z for transparency and ethical sourcing (NielsenIQ, 2024).

Challenges include scaling these sustainable models without compromising goals, managing supply chain transparency, and expanding consumer education. The integrated strategies of these brands offer instructive frameworks for businesses navigating India’s green economy transition.

Conclusion

This study highlights the vital role of innovative Indian sustainable brands in advancing ecological and social development goals in 2025. No Nasties, FabIndia, Doodlage, Greensole, and I Was a Sari collectively demonstrate that sustainability can be embedded into business models through organic materials, heritage crafts, circular economy principles, and social initiatives. Their contributions reduce environmental footprints while empowering marginalised communities, offering replicable models for emerging economies. Continued policy support, consumer engagement, and cross-sector collaboration will be critical for scaling sustainable commerce in India.

References

Ellen MacArthur Foundation (EMF). (2023). Circular Economy in Textiles: Reducing Waste and Emissions.

Government of India, Ministry of Textiles. (2025). Annual Report: Sustainable Textile Initiatives.

Green Story. (2024). Life Cycle Assessment Report of Sustainable Brands.

Greensole. (2025). Impact Report: Social and Environmental Outcomes.

IBEF. (2025). Indian Textile and Apparel Industry Report.

I Was a Sari. (2025). Corporate Sustainability Report.

Kumar, A., & Sharma, R. (2024). Sustainable Footwear Market Trends in India. Journal of Sustainable Business, 12(3), 45-61.

Kumar, V., Kumar, A., & Singh, P. (2024). Corporate Sustainability Strategies in Emerging Economies. Journal of Cleaner Production, 298, 126789.

McKinsey & Company. (2024). Apparel’s Green Revolution: How Sustainability is Reshaping Consumer Demand.

NielsenIQ. (2024). Consumer Sustainability Preferences Report.

Niinimäki, K., Peters, G., Dahlbo, H., et al. (2020). The Environmental Price of Fast Fashion. Nature Reviews Earth & Environment, 1, 189–200.

No Nasties. (2025). Annual Sustainability Report.

Porter, M.E., & Kramer, M.R. (2011). Creating Shared Value. Harvard Business Review, 89(1/2), 62-77.

Remy, N., Speelman, E., & Swartz, S. (2016). Style That’s Sustainable: A New Fast-Fashion Formula. Boston Consulting Group.

Sinha, P., & Roy, S. (2023). Reviving Indian Handloom: Strategies for Sustainable Growth. Textile Research Journal, 93(8), 1194-1208.

World Bank. (2023). India Development Update: Sustainability and Economic Growth.

Author Introduction

Dr (HC)Prachetan Potadar is a multifaceted creative director, writer, and advertising strategist with extensive experience in brand storytelling and media mentoring. He holds degrees in Electronics & Telecommunication Engineering alongside Media and Project Management. Recognised with dual doctorates in Media Management.

As founder of Stay Featured, he specialises in crafting engaging narratives that intersect consumer insights, social impact, and digital media. Dr Prachetan is widely recognised for his insightful articles on football, elucidating tactical, cultural, and leadership aspects of the sport, with commentary on major events such as the SAFF U17 Women’s Championship and global football tournaments. Alongside his strategic work, he is also a celebrated comic poet known for blending humour with social commentary, enriching cultural discourse.

His achievements include multiple awards recognising his creativity and influence, mentorship roles in media and storytelling, and contributions to global forums such as TEDx. Dr Prachetan’s unique voice merges analytical rigour with emotive expression, making him a thought leader in both sustainable communication and strategic partnerships.

For relevant opportunities, guest lectures, and mentorship roles, interested parties are encouraged to contact Dr Prachetan directly.

Corresponding author contact:

Dr (HC) Prachetan Potadar

Founder, Stay Featured

Email: prachetanpotdar@gmail.com

Phone: +91 9561398225

LinkedIn: https://www.linkedin.com/in/dr-h-c-prachetan-potadar-278ab844

Instagram: https://www.instagram.com/prachetanpotdar/