Anousshka Sadarangani
Founder and Creative Director Anousshka
All our designs are classic
Launched in 2022, Anousshka is an India-based, non-seasonal, ready-to-wear clothing brand and a homeware that emphasises on the use of sustainable materials. Providing its audience with high-quality products at affordable prices, the brand caters to all the women who believe in reusing and restyling their garments. As such, each piece at Anousshka is designed to add a little something to women’s wardrobe while encouraging conscious consumption. In a chat with Fibre2Fashion, Founder and Creative Director Anousshka Sadarangani talks the sustainable clothing brand.
How did you come up with the idea of Anousshka?
I came up with the idea of Anousshka when I realised how important it was for us to adopt sustainability and become eco-friendly in this changing climate. The brand is trying to make it easier for people to adopt sustainability with lifestyle products as it’s impossible to completely change their lifestyle overnight. Anousshka is a sustainable lifestyle brand that helps you to adopt sustainability in your lifestyle and do your bit to become eco-friendly and get back to Mother Earth.
What are the challenges of starting a sustainable clothing brand?
Finding reliable and honest vendors is a challenge while starting a sustainable brand. It has not been easy for us to find vendors who are GOTS certified, or who have been working with organic methods of garment making.
How big is the market for sustainable clothing in India?
A lot of people are being introduced to the concept of sustainability and sustainable clothing, and there are quite a lot of brands that are doing sustainable clothing, but as for my knowledge, there was nobody who was into a sustainable lifestyle. In India, people haven’t taken to the concept of sustainability yet, and there is a need for people to become more aware. With Anousshka, we are trying to be as affordable and available to people so they can start to invest in sustainable products.
What kinds of fabrics and dyes do you use?
We use organic dyes, and we only work with sustainable and biodegradable fabrics.
Where do you source them from?
We source everything locally from different parts of Gujarat.
Which are your major markets in India?
We have received a great response in the northern and western markets of India and our target audience consists of the age group from the late 20s to early 50s.
What are your top-selling items?
Hemp plant pleated pants is our top-selling item; they’re super comfortable and versatile.
How often do you update the collection of the brand?
Since we are a sustainable brand, we update the collection every few months or when our previous collection is almost sold out. We do small-batch productions, and all our designs are classic. They don’t need to be updated again and again. They’re seasonless.
Do you think sustainability is still a luxury in India?
Yes, as it’s quite expensive. But with Anousshka we are trying to sell eco-friendly clothing at comparatively lower prices.
What are your future plans for the brand?
The future plan is to make the brand popular pan India and then take it to other parts of the globe.
Published on: 09/01/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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