The Make-in-India effort has fueled a spike in demand for sustainably made items. Consumers are more aware of how their decisions affect the environment. The preference for locally produced, sustainable products has significantly increased significantly. The Make-in-India initiative has played a crucial role in fostering this change. As customers become more attuned to the importance of 'swadeshi' goods, there has been a discernible shift towards supporting home-grown brands that align with their sustainability sensibilities. This alignment resonates deeply with the principles of the Make-in-India movement, encouraging customers to prioritize products that are not only of high quality but are also produced in a green manner.

The shift towards conscious consumer behavior has been particularly pronounced in recent times, especially during and after the challenges posed by the COVID-19 pandemic. Consumers are now more inclined to make informed choices, paying meticulous attention to factors such as ingredients, sourcing methods, and the environmental impact of their consumption. They no longer care about fancy labels; but what’s in the product, how safe it is, and how it will help their body in the long run. Homegrown brands like VAHDAM, Vanity Wagon, Zouk, Suta, and Organic Harvest, amongst others, took the opportunity to tap into this market and offer products that cater to the specific needs and preferences of Indian consumers.

Pioneering Eco-Conscious Growth

Saree brand Suta started out with only two weavers, however, it has taken tangible strides to expand its base of weavers and artisans and currently works with artisan clusters across the country. The brand’s goal is to continue reviving heritage crafts and imbue these with a contemporary context to find them a place in modern lifestyles. During the pandemic, when many brands were delaying or even canceling orders, Suta made a commitment to keep giving its artisans work so that their livelihoods would not be negatively impacted. In the recent past, the brand has set up its stitching unit at Bokaro, Jharkhand, which has tremendously benefitted the local community. It has employed a lot of women for hand-stitching and karigars for embroidery. Local residents who were previously compelled to leave Bokaro in search of employment have been able to move back to their homes and seek employment with the brand.

“Today, we engage more than 17,000 weavers and artisans across the country and prioritize fair wages and regular work, to ensure that they can sustain India’s rich artisanal heritage,” said Sujata and Taniya Biswas, Founders of Suta.

Meanwhile, Vanity Wagon has tried to bridge the gap between conscious consumers and ethically sourced products. The brand was launched keeping in mind the direct need for sustainable beauty and a conscious lifestyle. It carefully chooses eco-friendly businesses, making sure that the goods are produced ethically without using any hazardous chemicals or testing on animals.

“Our emphasis on selecting and promoting indigenous, homegrown beauty brands reflects our dedication to the Make-in-India mission. We encourage our customers to recycle empties through Recycle, Repurpose & Reward initiative to minimize the impact on the environment,” stated Naina Ruhail, Founder and Co-CEO, Vanity Wagon.

Similarly, Organic Harvest was born out of the desire to bring the essence of 100 percent certified organic, toxin-free skincare products to the Indian personal care and beauty industry. The brand aims to stay true to world-class sustainable practices and end-to-end, toxin-free production processes that have been recognized as ‘100 percent Certified Organic’ by USDA and ECOCERT, globally trusted, independent certifications for social consciousness and eco-friendly production practices.

“From the procurement of raw materials to the finished product, every Organic Harvest product goes through a stringent, environmentally conscious quality control process to ensure there is no trace of synthetic and harmful ingredients. The focus is on incorporating organic elements to increase consumer fondness for ethically sourced, potent, and purest natural beauty care products, like Kakadu plums and acai berries,” noted Rahul Agarwal, CEO, Organic Harvest.

Zouk, too, is committed to preserving the vibrancy of Indian tradition while crafting fully functional Indian bags. A pivotal aspect is its unwavering commitment to cruelty-free practices. These initiatives collectively propel it towards a path of environmental responsibility while staying true to its core values. 

“Our brand is a celebration of proudly Indian craftsmanship. Our goal has been to seamlessly weave our traditional heritage with a modern, functional, and vegan approach. Our journey within the Make-in-India initiative is a dynamic fusion of tradition and innovation,” asserted Disha Singh and Pradeep Krishnakumar, Co-Founders, Zouk.

VADHAM is the country’s largest home-grown premium tea and wellness brand which is taking India’s finest offering across the globe under a home-grown, ethical, and sustainable brand. It was born out of a simple yet audacious idea – to create India's first globally recognized consumer brand. “You see, India has always been rich in heritage and culture. With Tea – being native to India, we aimed to source directly from Indian farmers, package locally, providing exceptional products while also giving back to the community,” explained Bala Sarda, Founder and CEO, VAHDAM.

The brand’s journey starts with sourcing its teas directly from plantations and dedicated tea growers within an astonishingly short window of 24 to 72 hours post-harvest. By cutting out middlemen, it not only provides fresh, premium-quality teas to global consumers but also ensures that the earnings circle back to the very regions where these remarkable teas are nurtured by hardworking farmers. This approach not only empowers them but also promotes sustainable growth within their communities.  Vahdam India’s dedication to sustainability extends to its innovative use of 100 percent Non-GMO (PLA) cornstarch tea bags. These bags are biodegradable and home-compostable, a small yet significant step towards minimizing their ecological impact. 

Homegrown Brands Creating Waves in Global Market

In a world increasingly conscious of the origins and ethical practices behind the products they use, the Make-in-India sustainable initiative has emerged as a transformative force for homegrown Indian brands. These brands have harnessed the power of local sourcing, sustainable practices, and cultural heritage to gain global recognition.

Vanity Wagon, a pioneer in the clean beauty and wellness sector, stands as a testament to the initiative's potential. By nurturing international partnerships and collaborations, the brand has become synonymous with conscious consumption. Its commitment to utilizing locally sourced, sustainable ingredients resonates with a global audience, positioning the brand as a champion of mindful choices.

Across diverse sectors, from fashion to lifestyle, the essence of Make-in-India is engrained in the belief that India holds unmatched skills and abilities. Brands like Zouk have embraced this philosophy wholeheartedly, weaving it into the very fabric of their products. Their bags, proudly made in India, carry not just style but a story of Indian ingenuity that customers are eager to share both at home and abroad. “We're confident that as we grow and start selling internationally, people will think of us as a brand made-in-India and for the world. By the end of the year, we're getting ready to make our products available on Amazon.com to take the next big step,” Co-Founders highlighted.

The beauty and fashion industries are no strangers to change, and this transformation is beautifully encapsulated by Suta. In a world increasingly aware of the origin and production process of garments, Suta's commitment to mindfulness resonates deeply. Customers are drawn not just to the products but also to the values they embody, reinforcing the notion that brands are more than just commodities—they are carriers of ideals.

For Organic Harvest, the journey towards global recognition is marked by a dedication to quality, sustainability, and organic ingredients. The brand differentiates itself from international brands by incorporating traditional ingredients and formulations suited to a variety of skin and hair types. Its unwavering focus on 100 percent American-certified organic products and sustainable practices stands as a testament to the brand's commitment to holistic beauty and wellness.

The Make-in-India sustainable initiative has been a cornerstone of VAHDAM's journey, significantly impacting its global recognition and perception. It began its journey to establish India's first globally recognized consumer brand. Harnessing the rich heritage and cultural tapestry of India, the brand’s approach is grounded in sourcing directly from Indian farmers and packaging locally. The initiative's influence on the brand's global recognition is profound. “Our decision to source directly from the origin, combined with our relentless pursuit of excellence, has earned us recognition on a global scale. Consumers worldwide appreciate the authenticity and superior quality of our products, which are inherently tied to their place of origin,” added Sarda.

What Does the Future Hold?

Organic Harvest aspires to become the world’s largest organic beauty brand within the next 2-3 years. “Currently, we have established a strong presence in the Middle East, US, UK, Canada, and Nepal, and we are actively seeking to expand into additional markets, including countries in Southeast Asia and Australia,” said Agarwal.

Looking ahead, Vanity Wagon sees itself playing a critical role in creating the future of sustainable Made-in-India brands. By broadening its selection of products, collaborating with cutting-edge companies, and cultivating a community of conscientious customers, the brand hopes to further amplify its efforts. “Our goal is to support a healthy ecology where making sustainable decisions is essential to both beauty and wellness,” Ruhail stated.

Adding to this, the Founders of Suta asserted, “We strongly believe that socially-inclined enterprises such as Suta are a sunrise sector and will continue to thrive. They are a vital cog in India’s growth as an economic superpower. For a country that is as diverse as ours, growth can only be sustainable if it is inclusive. And brands like ours serve a vital need of addressing key challenges that our country faces.”

In the evolving landscape, Zouk aims to be a torchbearer, embodying proudly Indian craftsmanship and cruelty-free principles. “Our aspiration is to inspire a movement of mindful consumerism, driving positive change while remaining at the forefront of this transformative journey, and fostering positive change both locally and beyond,” Disha Singh and Pradeep Krishnakumar noted.

As VAHDAM ventures into new avenues, such as the spice segment, its goal is to offer a diverse range of exceptional products while upholding the principles of sustainability and ethics. “Expanding our offerings is just one facet of our journey. We envision a future where VAHDAM stands not only as a symbol of premium quality but as a beacon of India's rich heritage and cultural legacy. Our dedication to responsible sourcing, ethical practices, and community support will remain unwavering, as we strive to leave a positive impact on both the environment and the lives of those we touch,” Sarda concluded.