Sustainable Style in India: Why More Shoppers Are Turning to Secondhand Fashion

India's garment industry is a massive force, producing billions of dollars’ worth of new clothes each year and employing over 45 million people. But as concerns grow about environmental sustainability, a rising number of Indian fashion lovers are making an eco-conscious choice: secondhand shopping.

This trend is still small, but it represents a powerful shift in attitude. In cities like New Delhi, markets filled with pre-loved clothes now attract shoppers not just looking to save money, but also aiming to reduce their environmental footprint.

A Personal Choice for the Planet

“It’s an environmentally conscious decision,” says Yuvika Choudhary, a 21-year-old student shopping for vintage clothing in Delhi. With overflowing landfills and no efficient recycling systems in place, shoppers like Yuvika are finding sustainable ways to shop while expressing unique styles through thrifted, one-of-a-kind pieces.

Fashion designer Kriti Tula took this eco-conscious ethos to heart when she founded her brand, Doodlage, back in 2012. Using repurposed fabric to create each piece, Tula’s brand started as a passion project with a purpose: to promote circular fashion in India. “It’s important to circulate things that are already existing,” she says. “We need to think of ways to rent, thrift, and repair.” Tula’s early concerns about using waste fabric have evolved into a proud stance on sustainable fashion—a message that’s resonating now more than ever.

Thrift Shopping Takes Off Post-Pandemic

The Covid-19 pandemic played a surprising role in expanding India’s secondhand market. With lockdowns keeping people indoors, many turned to online stores promoted on social media, where thrift shopping gained momentum. Young entrepreneurs, like Neha Butt, leveraged this shift, starting businesses on Instagram and later opening physical stores. Neha’s shop, Huckleberry Hangers, is a popular thrift destination in New Delhi. “This would have been unthinkable without Instagram and the climate awareness movement,” she says, reflecting on the changing consumer mindset.

Shifting Attitudes Towards Sustainable Fashion

Although secondhand shopping represents a fraction of India’s overall garment market, its significance goes beyond sales. For many, it’s about the message—that fashion doesn’t have to be wasteful. Expert Swati Sambyal, an advocate for the circular economy, emphasizes the need to address both textile waste and consumption habits. “We also have to address both generation as well as consumption patterns,” she says, advocating for more resourceful use of materials.

Some Indian brands are now exploring natural textiles made from materials like banana and pineapple fibers to reduce their environmental impact. But, as Swati points out, lasting change depends on consumer choices.

The Consumer’s Role in Sustainable Fashion

Ultimately, sustainability in fashion rests on one question: Will consumers make the shift? A small but growing movement of Indian shoppers is already embracing thrift stores and supporting brands like Doodlage. For these eco-conscious buyers, secondhand clothing isn’t just a trend; it’s a statement about the future of fashion and the need for a greener world.

In the words of Swati, “It depends entirely on the consumer. It’s at their will and decision.”

As more Indians start choosing secondhand, renting, or repurposing their clothes, they’re not just cutting back on waste—they’re joining a movement to make fashion more sustainable and socially responsible.