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In Europe alone more than 30 percent of baby clothing today is organic cotton. Interestingly, while most of it is cultivated and grown in India and exported to several countries, the country’s own organic market has failed to take a facelift. The concept of organic clothing in India gathered slow momentum, and its demand has gained significant traction with the customers as well as fashion brands in big cities like Delhi, Kolkata, Ahmedabad, Bengaluru, Mumbai and Pune. This said its importance, perhaps, is muted and understated, confined only to the upper echelons of the society.
Organic cotton clothing is grown without any toxic chemical pesticides or fertilizers. There are a number of steps in the production to which it should comply—right from the soil where it’s cultivated to the process facilities in which it produced. Organic fabrics, compared to conventional cotton clothing, are more skin-friendly and soft on the skin. Organic cotton does its bit to reduce respiratory issues and smells pleasant too. Even if you afford to wear organic socks for a week, it won’t stink or smell and don’t harm your skin. In general, organic wear has numerous economic, social, environmental and ecological advantages that benefit the farming community.
Organic cotton clothing, dubbed as ‘riches’ rag, carry price tag of their own – considered a drawback (though minor) for all their advantages over synthetic fabrics. Retail department stores and re-sellers rather bet on their health benefits. What is also required is awareness of the potential benefits of organic cotton clothing that is crucial to the growth of this market.
Although the organic wear market is bit sluggish in India, it is slated to grow exponentially in the years to come. More Indian brands have joined the bandwagon of organic clothing as customer demand for more sustainable, anti-odour and eco-conscious clothing. Indian fashion designers too want to be in the thick of action and explore this space, particularly that of the premium organic kids clothing. Some have even started retailing organic kids clothing through stores and outlets in the major Indian cities. Indian retailers consider the prevailing trend is "bullish" or upward-moving, encouraging fashion fusion. Though the organic clothing market is “the smallest piece a bigger pie”, it is definitely growing in India and is all set to see the good times.