THE RELEVANCE OF SUSTAINABILITY IN INDIAN LUXURY FASHION BRAND: A CASE STUDY WITH REFERENCE TO GRASSROOT

Abstract

With a growing focus on socially and ecologically conscious activities, the convergence of luxury and sustainability has emerged as a key theme in the worldwide market. This study explores the distinct environment of luxury brands in India and how their relationship to sustainability has changed over time. India, a nation with a rich history, exquisite craftsmanship, and a wide range of cultural influences, is a major player in the luxury industry but also faces social and environmental issues.

This study sheds insight on the paradigm shift towards sustainable practices by examining the evolving Indian luxury brand environment. It looks at these brands' reasons for incorporating sustainability into their basic beliefs as well as the difficulties they faced and the tactics they used. This study attempts to identify the forces responsible for this revolutionary change.

The study's conclusions add to the body of knowledge on sustainable luxury by offering market-specific information unique to India. It provides useful advice to Indian luxury firms navigating the sustainability scene, helping them to adopt more conscientious practices without sacrificing their uniqueness and handiwork. In the end, this study hopes to spark additional conversations and initiatives toward a more sustainable future for luxury brands in India.