HOW HOMEGROWN BRANDS ARE GAINING PROMINENCE WITH CONSCIOUSNESS AND SUSTAINABILITY AS KEY FOCUSES

With the concept of Homegrown, brands will see more growth in the coming years since it’s become the intent behind a lot of our purchases today.

Arpit Srivastava, Country Marketing and Branding Manager, South Asia & Thailand, Lenzing Group

The outbreak of the COVID-19 global health crisis and its impact have made us rethink how we were consuming and what we were contributing to our society. This thought has brought a special focus on ‘Homegrown’. ‘Homegrown’, as the name suggests, refers to produce in one’s locality or country. The crisis has made many of us pause and introspect about our choices, their impact, our future, and that of our society.

This is strongly reflected in a consumer survey undertaken by Wakefield and Lenzing AG across nine countries including India, where over 80% of respondents expressed a strong inclination towards sustainable fashion and purchasing clothing made from sustainable raw materials.

The pandemic has disrupted every aspect of our lives including businesses, but there has been a silver lining. Indians are now consciously reaching out for products to minimize impact on the already tipping ecological balance while promoting self-reliance. This is a huge positive sign for brands and coming times. So far, we have looked upon more evolved markets when it comes to sustainability.