Introduction
Young consumers of India are increasingly embracing an ecological lifestyle following environmental responsibility, paving the path for conscious fashion in India. Organic fashion is not just about creating market niches; it’s the proof of India still holding the ancestral beliefs in purpose-led fashion. Today there are multiple clothing brands marketing their textile and garments with organic or eco-friendly tags; whilst the trend followers are unaware of the true identification of organic clothing brands.
An ecological lifestyle doesn’t come easy to follow. It requires determination, patience, and maintenance to hold ideologies different from fast fashion trendsetters and fast fashion brands. A sustainable lifestyle also includes following healthy food choices, from grains, vegetables, to the cooking oil used in kitchens to homes being eco-friendly by using the right material to build houses standing for years.
Expert Market Research predicts the Indian clothing market to grow at a CAGR of 4.30% during the period of 2026-2035 increasing the size of the Indian clothing market from USD 116.64 Billion in 2025 to USD 177.70 Billion by 2035.
The Business of Organic Fashion in India
Organic fashion refers to clothing made from natural fibres grown without synthetic pesticides, chemical fertilizers, or genetically modified (GMO) seeds. Beyond the production of fabric, many organic clothing brands adopt environmentally responsible production methods and ethical manufacturing practices, creating clothes that lessen environmental impact while supporting responsible craftsmanship and ethical surroundings. This low impact process utilizes less water compared to conventional farming methods.
A garment can be labelled organic if 95% of the fabric is grown organically. Organic fabrics include Cotton, Linen, Wool, Silk, and Hemp. An increasing number of consumers are shifting from fast fashion to purpose-led fashion, willing to contribute and give back to the environment.
Over the years several global and Indian initiatives have been launched to raise awareness about sustainable and conscious fashion while encouraging responsible consumption and ethical production. Campaigns such as Fashion Revolution, Textile Exchange, Better Cotton, the Global Organic Textile Standard (GOTS), and India’s Khadi movement have collectively contributed in reshaping the conversation around responsible fashion.
Among the brands that have consistently remained committed to their principles is ‘Asal’, an Ahmedabad based organic fashion and lifestyle brand founded in 2001.
The Founder Behind the Philosophy
Setting him apart from many fashion brand founders, the journey of Shripal Shah in founding the brand Asal follows an unconventional path. Following the spiritual guidance of his Guru, he stepped down from the conventional path for education, and began his learnings through traditional knowledge systems. Diverging from the formal academic practices, he spent time understanding practical skills, reading handwritten manuscripts, natural materials, and traditional methods of living.
Among his formative experiences was learning how ink is traditionally crafted using natural ingredients and months of patient craftsmanship. These conscious practices helped shape his realization that every material originates from nature, provided it is approached with intention, care, and patience. Shripal maintains that drawing resources from nature comes with an inherent responsibility to honor and restore the environment.
Prior to establishing Asal, Shripal spent two years working in the diamond business in Mumbai. Encouraged by his Guru to pursue the work that truly resonated with his value, he stepped down from the industry, and eventually laid the foundation for ‘Asal‘.
Asal: A Philosophy Before a Brand
True to its name, which means ‘real’ in Hindi, the brand is dedicated to delivering high-quality products by honoring time-tested, thousand-year-old traditional techniques.
Shripal Shah, the founder of Asal, has been exploring traditional living long before sustainability became a defining conversation within the fashion industry.
For Shripal, Asal was never merely a fashion brand. It emerged from the belief that solutions to many modern challenges; from environmental degradation to resource imbalance; lies in restructuring the way we live, consume and create our surroundings.
Building a Business Around Conscious Living
Founded in 2001, Asal is far more than a store; it is the physical heartbeat of Shripal Shah’s spiritual and ecological vision. Stepping into the flagship space in Ahmedabad feels less like entering a shop and more like stepping back into a forgotten wisdom. Here, the modern world falls away, replaced by a lifestyle built on ancestral truth.
The building itself seems to breathe. With walls of lime plaster and traditional cow dung flooring, the interior remains cool and temperate even during the blistering Gujarat summers. There is no hum of air conditioning or flicker of fluorescent bulbs; instead, the evenings are lit by the soft, golden glow of castor oil lamps (aerande ke diye), while rainwater harvesting systems nourish the grounds.
This commitment to authenticity extends from the clothes on the racks to the food on the table. Asal doesn’t rely on flashy marketing; it relies on the power of the experience. Visitors are invited to rediscover traditional flavors through organic ingredients such as various grains, and naturally made cooking oils , reconnecting with a heritage of health that many have lost. In its early years, Shah even sent experts into local homes to teach families how to fry traditionally with sesame oil (til), turning a business into a community-led effort to encourage mindful living.
“Asal was never built just to sell things,” Shah says, looking back on twenty-five years of quiet, steady change. “The products are just the conversation starters for a much deeper way of existing in the world.”
Reviving India’s Textile Heritage
For Shripal Shah, preserving India’s traditional heritage begins with preserving the people who continue to practice it. Over the years Asal has worked with several artisans, hand spinners, weavers and rural communities across different parts of India.
He shared examples of collaborating with women in Bihar, connecting with weavers in Assam, and encouraging traditional Ikat weaving in Telangana. Many of the artisans were rediscovered by Shah, possessing exceptional artisanal skills, but struggled due to lack of access to consistent market support.
Shripal’s approach centers on making traditional craft methods economically viable, rather than prioritizing mass manufacturing. He views each piece of fabric as more than just a final commodity; it embodies the collective heritage, knowledge, and dedication of various artisan communities.
What Asal Reveals About Organic Fashion In India
Reflecting on the last twenty years, Shripal notes a steady transformation in people’s perspective towards organic clothing. He notes that modern buyers increasingly prioritize comfort, durability, and enduring utility over short-lived trends compared to public awareness that was limited during Asal’s formative years.
This shift is especially evident among the younger individuals developing a deeper curiosity about khadi, hand-loomed fabrics, and organic fibers. He suggests this rising fascination offers possibilities and momentum of growth for local weavers and heritage textile methods.
In addition, Shripal explains that sustainable clothing cannot be solely defined by its raw materials; it equally demands a shift in consumer behavior. Practicing intentional purchasing, respecting artisanal skill, and tracing a garment’s origins are crucial pillars of this mindset.
In the end, he states that the progress of sustainable fashion across India depends on more than adopting eco-friendly production methods. Instead, it begins with embracing mindful consumption, encouraging consumers to respect the culture of clothing and the communities of artisans who craft it.
Rather than viewing organic fashion as a category of clothing, Asal presents it as a philosophy of living. Through Shripal Shah’s journey, the brand demonstrates that mindful consumption extends beyond the garments we wear to the choices we make in everyday life to the material we value and the communities we support.
As conversations around purpose-led fashion continue to grow in India, Asal offers a perspective that reaches beyond sustainability as a trend. It suggests that the future of organic fashion may not be solely defined by environmentally responsible production, but by businesses that preserve traditional practices while encouraging a more conscious relationship between people, clothing, and the environment.