The apparel industry uses marketing psychology to create compelling narratives around clothing, influencing consumer behavior. While this can encourage self-expression, it risks promoting overconsumption. Consumers are urged to choose brands like Indiehaat that prioritize empowerment, sustainability, and ethical practices, aligning fashion choices with personal values and promoting conscious consumption.

India faces a massive textile waste problem due to fast fashion. Current treatment involves informal recycling, downcycling, incineration, and landfilling. To tackle this, India needs better infrastructure, technology, and policies to promote circular fashion and reduce environmental impact.

Consumer demand for sustainable products is rising due to increased awareness of environmental and social impacts. Climate change concerns, ethical considerations, and health benefits drive this shift. Businesses, like Indiehaat, are responding with eco-friendly practices. Choosing sustainability shapes a responsible marketplace and benefits the planet.