According to a report by Research And Markets, the sustainable fashion market in India is expected to grow at a CAGR of 10.6 percent until 2026. The growth is driven by a combination of increased awareness, changing consumer preferences, and a growing middle class with the financial capacity to choose eco-friendly fashion options. This trend is likely to continue as sustainability becomes an integral part of the global fashion industry.
There is a growing awareness among people about sustainability and the environment. While some individuals have always been deeply conscious of these issues, the majority of the population is now starting to pay attention.
The sustainable fashion market faces several challenges as well, including high production costs due to eco-friendly materials and ethical labor practices, consumer perception barriers, limited availability of sustainable options, fierce competition from fast fashion, and complexities in scaling up production while maintaining sustainability. Established in 2020, Akanya deals with the industry's challenges through a proactive and principled approach.
By connecting directly with artisans and sourcing materials at the grassroots level, Akanya ensures affordability for its customers, eliminating unnecessary intermediaries and reducing costs.
The firm is also dedicated to waste reduction, and repurposing all fabric scraps generated during the garment manufacturing process.
“Our approach to ethical practices and environmental responsibility shapes every facet of our brand. We believe in fashion's power to bring about positive change in both the industry and the world. With meticulous care, we craft each garment, selecting environmentally friendly materials and employing innovative techniques that leave a minimal ecological footprint”, shares Pratibha, Founder.
Journey from Vision to Reality
In 2021, Akanya had its humble inception as a one-person endeavour, with a singular vision to make a positive impact in the world of fashion. The early days of the firm were filled with challenges as it embarked on a journey to seek out skilled artisans for its handblock printing, source sustainable fabrics, and establish the brand's identity. However, as time progressed, Akanya’s determination paid off, and it steadily built a dedicated team. The firm also learned how to effectively communicate its mission and purpose to the growing customer base.
Akanya’s USP lies in its commitment to making sustainable fashion accessible to everyone. “During my college days, I understood the desire for eco-friendly clothing while working within a budget. I recognized that affordability is a key factor for many young consumers who want to invest in sustainability but can't stretch their budgets to accommodate high-priced garments.
In 2021, Akanya had its humble inception as a one-person endeavour, with a singular vision to make a positive impact in the world of fashion
To bridge this gap, we embarked on a journey to connect directly with artisans, eliminating intermediaries and reducing costs”, shares Pratibha. At Akanya, sustainability permeates every aspect of their production. From eco-friendly materials in the garments to repurposing fabric scraps, waste reduction is key to packaging features reusable, upcycled cotton muslin bags, minimizing single-use waste.
Sustainable Fashion for the World
Akanya’s future plan is driven by a clear vision of growth and global expansion. Over the next five years, the goal is to see as many people worldwide wearing Akanya garments as possible. “While we are currently focused on serving customers within India and are immensely grateful for their support, we aspire to extend our reach to international markets.
We envision customers from around the world appreciating the exquisite hand-block printing, vibrant cotton fabrics, and the sheer artistry that goes into creating our artisanal clothing”, adds Pratibha. Taking Akanya to an international level is the firm’s ambition, as it believes it will provide a platform to showcase the incredible craftsmanship and dedication of the artisans.
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