BRAND PROFILE
“THE IDEA IS TO CUT
DOWN ON OUR INDUSTRIAL
CARBON FOOTPRINT.”
technique that presented itself as the perfect
opportunity to spread the word about investing in
something that helps to regenerate and sustain.
Like haute couture, Ayurganic products are
also one of a kind and seek inspiration from the
uniqueness of couture as well as the mindfulness
of sustainable clothing.
HOW OFTEN DO YOU CRAFT
NEW COLLECTIONS?
We, at Ayurganic, do not believe in collections.
The idea is to cut down on our industrial carbon
footprint, to be able to best serve our customers
and Mother Earth. We work on evergreen styles
that our customer always comes back for. So
far, we have launched one range to which new
styles have been added recently, adhering
to the increasing consumer demand in styles
and silhouettes.
WHAT, ACCORDING TO YOU, IS THE
CURRENT STATUS OF SUSTAINABLE
FASHION IN THE COUNTRY?
Sustainable fashion, with no doubt, is slowly
making its way into our country as we are
starting to understand the importance of
the elimination of rampant consumerism.
Apart from educating the customer about
slow fashion, we also face added pressure
when talking about Ayurveda in India. The
international customer loves the touch and
feel of the product along with the properties
it exudes, however, the Indian customer is
still reluctant about believing in the healing
properties of Ayurvedic clothing as opposed to
international slow-fashion concepts that they
appreciate. So I think we still have a long way to
go. But the silver lining is the relatively growing
demand for sustainable products, which cannot
be substituted with fast fashion.
The fact that the Indian consumer has started
to react to sustainability differently and in a
positive way is one milestone that has already
been achieved. The next step is to get a similar
reaction to Ayurvastra.
ANY MOMENT IN THE BRAND’S
JOURNEY THAT YOU ARE
PARTICULARLY PROUD OF?
We are extremely proud of the fact that the
washing of Ayurganic fabrics in the Neyyar river
of Kerala has led to a steady increase in the fish
population of the local water body, reversing
some of the damage that has previously been
done. Ayurganic is pure Ayurvastra that is
78
I APPAREL I
December 2019