GOOD INDIAN: A SUSTAINABLE D2C BRAND IN TOWN

The environmental and social cost of the fashion industry has compelled brands to rethink fast fashion and stress on the need for more sustainable business models and practices. The latest brand to have joined the club is Good Indian.

- Karan Nangia

Sustainability is the new mantra of the global fashion industry, and India is no exception. The environmental and social cost of the fashion industry has compelled brands to rethink fast fashion and stress on the need for more sustainable business models and practices. The latest brand to have joined the club is Good Indian. The athleisure and essential wear brand was co-founded by Avneesh Gadgil and Rushad Wadia after they realized the immense potential for sustainable activewear and essentials in the Indian market'.

The journey

Gadgil and Wadia met in 2022 and had 'synergistic complementary skill sets and experience'. They realized that there was a striking gap which could be filled by a home-grown brand with the quality and performance of global brands marrying the style and designs of luxury brands, while being 100% sustainable and reasonably priced'. This mutual thought gave birth to Good Indian, and thus the journey began around April, 2023.

Target audience

On target audience, Gadgil says the D2C brand's primary focus is on consumers in the age bracket of 18-30 who are eco-conscious and digitally savvy. However, being a 'diverse brand with online retail strategy', he says, "We also cater to individuals from all age groups who share similar values of sustainability and a desire for active and alternative exercise experiences."