Driving Sustainable Change in the Textile Sector through Consumer Choices

The global textile and apparel industry is slowly transforming. Once characterised primarily by scale, speed, and affordability, the sector is taking initiatives to embrace environmental sustainability, ethical sourcing, and circularity. While governments, industry stakeholders, and civil society organisations play critical roles in advancing this agenda, an equally important and often underemphasised driver of change is the consumer.

With growing awareness and access to information, consumers today have the ability and responsibility  to drive sustainability through the choices they make. In India, where the textile sector is both economically vital and environmentally intensive, conscious consumer behaviour can drive sustainability.

The textile and fashion industry contributes to approximately 10% of carbon emissions globally and is responsible for 20% of global wastewater. It is also the second-largest consumer of water, with significant use of hazardous chemicals and synthetic materials that pollute ecosystems and impact worker health. In India, the textile sector supports over 45 million workers, yet remains a major contributor to environmental degradation.

The rise of fast fashion has further intensified these challenges. Consumers today buy more clothing than ever before, yet wear them for shorter durations. According to the Ellen MacArthur Foundation, the average number of times a garment is worn has decreased by 36% over the past 15 years. This pattern contributes to increased demand for resource-intensive production and a growing volume of textile waste estimated at 7,800 kilotonnes annually in India.

However, there is a shift. Consumers are now expressing concern about the environmental and ethical impact of their purchases.  As awareness of these issues builds, so does the potential for consumers to become key enablers of sustainable practices. Through informed choices, individuals can influence production systems, encourage brand transparency, and promote circular economy models within the industry. Some ways consumers can ensure sustainability in their choices are:

Prioritise quality over quantity

Choosing quality over quantity means investing in garments that are durable, versatile, and timeless rather than chasing every seasonal trend. Reducing overconsumption is one of the most effective ways to address the sector’s environmental burden. This shift not only reduces waste but also sends a clear market signal that durability and craftsmanship are valued over disposability.

Supporting sustainable brands

Brands across India and globally are increasingly adopting sustainable materials, ethical labour practices, and transparent supply chains. Consumers can support these efforts by purchasing from companies that disclose information about their sourcing, manufacturing, and environmental impact. Certifications such as GOTS (Global Organic Textile Standard), Fair Trade, and OEKO-TEX, among others offer guidance on sustainability standards and help identify credible efforts. In the Indian context, several local startups and independent designers are leading the way by working with organic cotton, natural dyes, and artisan communities.

Responsible care

The environmental impact of clothing does not end at the point of purchase. Washing, drying, and storing garments contribute significantly to their overall footprint. Using cold water, opting for air drying, and choosing eco-friendly detergents can help reduce both energy consumption and microplastic pollution from synthetic fabrics. Simple care can extend the life of clothing, reducing the need to buy new items frequently.

Extend garment life

An essential component of circularity is keeping garments in use for as long as possible. Simple actions such as repairing damaged items, donating wearable clothes, and upcycling old fabrics into new products can significantly reduce textile waste. India generates nearly 1 million tonnes of textile waste every year, much of which ends up in landfills. Consumers can help divert this waste by recycling old garments, upcycling them into new items, or donating clothes in good condition to those in need.

For sustainable choices to become the norm, clear information and supportive systems are necessary. While many consumers want to choose responsibly, they struggle to spot genuine efforts amid rising greenwashing practices. Transparent labelling, public education, digital tools, and stronger policy-industry alignment can build a culture of informed and responsible consumption.

India is uniquely positioned to become a global leader in sustainable fashion, thanks to its cultural heritage, deep-rooted practices of reuse and repair, and a vibrant textile ecosystem.

Historically, Indian households have embraced circularity as a way of life. Clothes were rarely discarded after first use. Instead, garments were carefully maintained, passed from one sibling to another, and creatively repurposed over time. Old saris were stitched into quilts (godhadis), children’s clothes, or reusable bags. Even the smallest fabric scraps found a second life. These practices, though often born out of necessity, embodied the principles of resource efficiency, waste reduction, and value-based consumption.

At the heart of India’s textile sector lies an immense network of artisans, weavers, and craftspeople many of whom continue to work with natural fibres, plant-based dyes, and handloom or low-energy techniques. According to the Ministry of Textiles, the country supports over 3 million handloom weavers and an even greater number of traditional craftspersons. Supporting products like khadi, handloom, or naturally dyed fabrics does more than reduce one’s carbon footprint; it contributes to the preservation of cultural heritage and supports livelihoods in rural and semi-urban communities.

However, for these practices to thrive in the modern economy, Indian consumers must be equipped to make informed, conscious choices. The transition to a sustainable fashion ecosystem will only succeed when consumers are not only aware of what to choose, but also why it matters.