Real Talk About Sustainable Fashion

The textile industry needs to change. Here's the REAL challenge - and how Avaan Clothing is tackling it head-on.

The Problem Everyone Talks About:

• 20% of global water pollution comes from textile dyeing

• 8% of carbon emissions are from fashion production

• Only 0.1% of Indian textiles are certified organic

The Problems No One Mentions: Indian consumers aren't ready to pay premium prices for sustainable fashion Tracking fabric journey from raw seeds to finished threads is incredibly complex Getting certified in India is extremely difficult - bureaucratic processes, limited certification bodies Most "sustainable" brands are just marketing - real certification costs are too high Price vs. Principles dilemma - genuine organic costs 40-60% more to produce

Why Most Brands Give Up: ISOT certification process takes 8-12 months with mountains of paperwork ,Only handful of accredited certification bodies in entire country → Tracing every thread from cotton seed to finished garment requires massive investment → Customers want sustainability but not the price tag that comes with it → It's easier to use buzzwords than navigate India's complex certification maze

Our Solution (The Hard Way): Pursuing ISOT certification despite bureaucratic hurdles and costs Absorbing higher organic material costs to keep prices under ₹5,000 Investing months in paperwork, audits, and supply chain mapping Working with limited certified suppliers while educating customers on WHY authentic sustainability costs more

What This Means for You: Genuine organic clothing at prices that don't break the bank Fashion choices backed by real certification, not just claims Supporting a brand that's navigating India's certification challenges for you

The Honest Truth: We could easily slap "eco-friendly" on our labels and charge premium prices. Instead, we're spending months navigating bureaucracy and significant investment to earn the right to call ourselves truly sustainable.

The Impact We're Creating:

• Proving sustainable fashion can be affordable in India

• Showing that certification IS possible despite the challenges

• Setting new standards for supply chain transparency

• Demonstrating that Indian consumers DO care about authenticity when educated

Join the Movement: Real change happens when brands choose principles over profits - and when customers support those who take the harder path through India's complex certification landscape.

What's your take? Are Indian consumers ready for authentic sustainable fashion if the price is right? Let's discuss!