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NEW DELHI – A new YouGov survey of Indian consumers indicates that while a large majority of shoppers consider the sustainable manufacture of garments as a high priority, the material quality, fit, design and price have controlling influence over product purchase.

In what supports a recent inRiver report, YouGov’s findings recommend that fashion brands introduce more stylish, sustainable ranges if they’re to tilt the balance, offer more competitive prices for sustainable fashion items and, via labelling, highlight the sustainability credentials of pieces with greater clarity.

More than 1.3 billion people populate the South Asian nation of India, and so swaying its consumer base – which with income increases and the emergence of foreign brands represents a burgeoning market – could provide a significant boost to the efforts of persevering brands and retailers working to become more sustainable.

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