Abstract

This study seeks to identify the sustainability practices in place across the life cycles of products manufactured by Indian fashion designer-wear firms and the impact of these practices on the financial performance of these organizations. In-depth interviews were conducted with the founders of seven Indian fashion designer-wear firms selected via non-probability purposive sampling. The interviews were recorded and transcribed for data analysis by in-vivo coding. Themes across the product life cycle: the designer concept of sustainability influencing the design process; sourcing, materials, waste; use of craft and production practices; communication and co-creation with stakeholders and distribution of products; product afterlife; financial impact of sustainability practices. The relationship between sustainability and financial performance is highly contextual, and more academic research is needed across different industries in different geographies. No study has yet been conducted exploring the financial impact of sustainability practices on the Indian fashion and apparel sector. Recommendations include sourcing sustainable, natural, recycled, high-quality materials; sourcing locally; sustainable packaging materials, eco-friendly production techniques; providing customer care and after-sales support; collaboration with NGOs, waste pickers, and educational institutions; paying fair wages; providing safe working conditions; using energy-efficient technologies, reduced or zero waste production (utilizing off-cuts for additional products and waste materials for packaging, efficient color waste management, building on existing collections, limiting production to customer demand, avoiding excess stock); optimizing designs, production processes; working closely with a weaver community; effective communication of sustainability practices to stakeholders.