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Preface
As part of the course curriculum prescribed by the Ahmedabad University for the final year students
of Bachelors of Business Administration we are required to prepare and submit a research project on
any industry that involves elements of primary and secondary data collection and analysis. The
academic objective behind preparing the project report which includes management theories taught in
the classroom and their practical application.
The preparation of this report is based on the facts and findings noted during the primary data
collection process of questionnaire analysis, and personal interviews of retailers dealing into cloth
materials, and the general users of cloth items. It also takes into account the information collected
from various secondary data sources such as internet sources and reference books.
The scope of our project is limited to a study in the city of Ahmedabad.
In this research project we have tried to present our analysis and findings which will offer reflections
on the awareness, preference and perception towards herbal clothes.
Despite our best efforts, there may be omissions and errors, which may please be excused.
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Acknowledgement
We would like to express our profound gratitude towards all the people who have helped us through
the creation and completion of this project.
We would sincerely like to thank the Director, Professor (Mrs.) Havovi Trivedi, all the faculty
members, the library and administrative staff of B.K.Majumdar Institute of Business Administration
for their support to all our requests, endeavors and experiment ideas in the course study.
We acknowledge all the respondents and interviewees for their cooperation, support and their
valuable inputs to make this project more resourceful.
Finally, we express our deepest gratitude towards our Professor-in-charge, Professor Sujo Thomas,
who guided and mentored us throughout the project and gave us the most valuable feedback,
suggestions, encouragement and motivation which helped us make this research project an impactful
and enriching learning experience.
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Executive summary
Our study is centred on checking the awareness, preference and perception towards herbal
clothing among the people of Ahmedabad. The study has been compiled to check the
potential for the number of people who would/would not agree to shift from conventional
clothing towards herbal clothing in order to adopt healthier way of living. There are several
advantages associated with herbal clothing such as it helps in fighting many common
diseases such as hypertension, heart ailments, asthma, diabetes, arthritis,
rheumatism, skin infections and others and thus this makes herbal clothing as an asset for the
people suffering from diseases or those who are looking for healthier and comfortable
clothing options.
Eventhough the concept of herbal clothing is more observed in developed countries, through
our research we are trying to portray its potentiality in developing nations as well. In past not
many researches have been carried out on checking the awareness, preference and perception
towards herbal clothing and thus this research will contribute in identifying the existing
scenario and future potential for herbal clothing in the city of Ahmedabad.
The initial step in the research process was the pilot survey wherein the feasibility of a study
of this nature was tested, by checking how many of the respondents were consumers of herbal
clothing. For the primary data collection, questionnaires and interviews were tools made use
of. In order to determine the awareness and acceptance of herbal clothing, we approached
users and non users of the same through questionnaires. We tested the awareness of the
respondents at three stages, the first, being their awareness regarding the term Herbal
clothing. Further, by knowing their preference towards herbal clothing and various factors
affecting the preference. Efforts were also made to understand the perception of the
respondents through various statements towards herbal clothing.
Interestingly, there is an utmost need to bring more awareness about herbal clothing as people
lack knowledge about the advantages of the same. Higher portion of people are ready to buy
herbal clothes at premium price after knowing the concept of it as they find it worth giving a
try. People preferred herbal clothes over conventional clothes on the basis of Quality,
medicinal properties, durability, comfort and eco friendliness. Respondents perceived herbal
clothes to be more comfortable and more expensive but they showed willingness and desire
to buy herbal clothing.
Through the findings arrived at, we identified suggestions for players existing in the herbal
clothing.
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TABLE OF CONTENTS
INTRODUCTION.......................................................................................................................................6
Introduction to Textile Industry..........................................................................................................7
Global Textile Industry........................................................................................................................7
Indian Textile Industry ........................................................................................................................8
Government Initiatives .......................................................................................................................9
Introduction to Herbal Textiles...........................................................................................................9
Benefits of Herbal Textiles................................................................................................................10
The Process of Herbal Textile Manufacturing...................................................................................11
Uses/Application of Herbal Textiles..................................................................................................11
LITERATURE REVIEW.............................................................................................................................12
Research on awareness and acceptability of herbal wear in Kerala ................................................13
Research onchanging consumer trend in Canada ............................................................................13
Research on the impact of income level in green consumer behaviour ..........................................14
Conventional Clothing.......................................................................................................................15
Greenpeace Detox Campaign ...........................................................................................................17
Consumer Buyer Behaviour for Purchasing Clothes.........................................................................18
Organic Cotton Clothing....................................................................................................................19
Demand slowly picking up for organic clothing in India...................................................................20
The Fabric of Progress: Why Organic Clothing Matters....................................................................21
Organic Innerwear ............................................................................................................................21
Organic Baby Wear ...........................................................................................................................22
Herbal Clothing .................................................................................................................................22
Application of Natural Dyes on Textiles............................................................................................24
'Ayurvedic' burqas a rage in Saudi Arabia.........................................................................................25
Benefits of Herbal Clothing...............................................................................................................25
Medical test conducted in Kerala .....................................................................................................26
Hazards of Chemically Dyed Clothes.................................................................................................26
Environmental, ethical and fair trade issues related to the textile industry....................................27
Aura...................................................................................................................................................28
Emergence of Ayurvastra..................................................................................................................29
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Highlights of Literature Review.........................................................................................................31
OBJECTIVES ...........................................................................................................................................33
RESEARCH METHODOLOGY ..................................................................................................................35
Scope.................................................................................................................................................36
Research Methodology.....................................................................................................................36
Defining the Research Problem ....................................................................................................36
Deciding the Research Design.......................................................................................................36
Formulation of Sampling Plan.......................................................................................................37
Collection of Data..........................................................................................................................38
Analysis of Data.............................................................................................................................38
SURVEY ANALYSIS .................................................................................................................................39
Cronbach’s Alpha ..............................................................................................................................66
Factor Analysis ..................................................................................................................................67
Cross Tabulation Analysis..................................................................................................................70
INTERVIEW ANALYSIS............................................................................................................................75
RECOMMENDATIONS ...........................................................................................................................81
Push and Pull Marketing...................................................................................................................82
Price-Quality Strategy Model............................................................................................................83
4 P’s of Marketing.............................................................................................................................84
Ansoff Matrix ....................................................................................................................................85
Promotions........................................................................................................................................86
Awareness.........................................................................................................................................87
Creating awareness...........................................................................................................................87
CONCLUSION.........................................................................................................................................91
LIMITATIONS ........................................................................................................................................93
Findings Limited to Ahmedabad .......................................................................................................94
Availability of stores..........................................................................................................................94
Time constraint.................................................................................................................................94
Organic versus herbal clothing .........................................................................................................94
QUESTIONNAIRE ..................................................................................................................................95
REFERENCES........................................................................................................................................101
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Introduction to Textile Industry
The apparel and textile industry basically relates to the manufacturing of clothing articles.
Clothing/accessories retailers and general merchandisers are the most visited type of
establishments, which leads to the output of this industry a high demand item. There is a huge
consumer base for textiles as everyone need clothes. Due to too many players in the market,
firms in the industry face huge competition. Selling success depends on marketing techniques
that are catered to consumer tastes. The Apparel and Textiles industry is fragmented. The
production in this industry is divided among a few different companies, however, no single
firm has large enough market share to be able to influence the industry's direction or price
levels. Primary Demand Drivers of the industry are Consumer tastes; consumer demand and
comparative costs of manufacture overseas (Edge, 2010).
Global Textile Industry
Environment is affected at every stage of apparel and textile supply chain. Textile finishing
consumes large amounts of water and energy and often produces harmful effluents. The
consumer trend is shifting towards fast fashion, cheaper clothing and throw away mentality.
Environmental issues are being tackled but at a slow pace. Efforts are being made by
different companies and apparel brands to be more eco-friendly and more green (Textile
Outlook International, 2011).
‘Marks and Spencer’ is promoting more recycling schemes, while certain retailers are also
focusing on the use of “eco labels” to provide environmental information on the clothes.
Labelling schemes such as EU Eco-label is being adopted. Other initiatives include REACH
(Registration, Evaluation and Authorisation and Restriction of Chemicals) legislation which
aims to encourage safe and eco-friendly chemical production. In the USA the Toxic
Substances Control Act enables the US Environmental Protection Agency to track industrial
chemicals produced in or imported into the country. Also, organic cotton production is
growing rapidly but still accounts for only a small fraction of global cotton output.
Nonetheless, organic cotton is being adopted by high profile companies such as C&A, Coop,
Nike, Wal-Mart, and Woolworths. A growing number of brand and manufacturing companies
are pursuing environmentally friendly strategies. Such companies include American Apparel,
Gap, Interface, Patagonia, and Wal-Mart in the USA as well as RohnerTextil in Switzerland,
and a small knitwear company in India, Mahan (Textile Outlook International, 2011).
Global textile and garments industry drive relies on profitability and safety conditions. India,
Pakistan, Vietnam, Indonesia, Cambodia and Sri Lanka are the major basic garments
manufacturers along with Bangladesh and China. All of them are looking to capitalize on the
transferred orders from China as they move towards value added products. Bangladesh is in a
great position geographically and economically to grab most of the business but Bangladesh
really have to strengthen its safety and compliance issue to be able to sustain in this trade.
Many importers are not blindly coming to Bangladesh but they are also trying other
producing countries over Bangladesh primarily because of working condition, safety and
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unrest issues. Recent mega programs on safety & compliance namely Accord & Alliance
would bring some short term challenges for the Bangladeshi factories, but in the long run the
sector will be able reap on these programs (Khairulakter, 2014).
Apparels are the inevitable requirement for humans. Apparels can be seasonal or gender
specific and serves several purpose in protecting human body. On the basis of their brand
value the biggest apparel brands all over the world are as follows:
1. Zara (Spain)
2. Nike (America)
3. Hennes&Mauritz (Sweden)
4. Ralph Lauren (America)
5. Adidas (Germany)
6. Uniqlo (Japan)
7. Next (UK)
8. Lululemon (British Columbia)
9. Hugo Boss (German fashion house)
10. Calvin Klein (American fashion house) (Mbaskool, 2013)
Indian Textile Industry
The Indian textile industry is one of the largest in the world with a massive raw material and
textiles manufacturing base. It is the world's second largest producer of textiles and garments.
The potential size of the Indian textiles and apparel industry is expected to reach US$ 223
billion by 2021. 27% of the foreign exchange earnings are earned by export of textiles. The
industry contributes 14% to the industrial production and 3% to the gross domestic product of
the country. The industry also accounts for as large as 21% of the total employment [20
million] generated in the economy. Around 35 million people are directly employed in the
textile manufacturing activities. Indirect employment could be around another 60 million
(Dr.M.Dhanabhakyam, home:industry, 2014).
The Indian textiles industry is set for strong growth, buoyed by strong domestic consumption
as well as export demand. The most significant change in the Indian textiles industry has been
the advent of man-made fibres (MMF). India has successfully placed its innovative range of
MMF textiles in almost all the countries across the globe (Dr.M.Dhanabhakyam,
home:industry, 2014).
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Government Initiatives
The Government of India has promoted a number of export promotion policies for the textiles
sector. It has also allowed 100 per cent FDI in the Indian textiles sector under automatic
route.
Some of initiatives taken by the government to further promote the industry are as under:
The government has taken a lot of initiatives for the welfare and development of the
weavers and the handloom
The Cabinet Committee on Economic Affairs has approved an Integrated Processing
Development Scheme with a corpus of Rs 500 crore (US$ 83.28 million) to make
textiles processing units more environment-friendly and globally competitive.
The Government of India plans to set up aRs 100 crore (US$ 16.62 million) venture
capital fund to provide equity support to start-ups in the textiles sector, in order to
encourage innovative ideas in this export intensive sector.
The Government of India has allotted Rs 700 crore (US$ 116.60 million) in the 12th
Five Year Plan for the development of technical textiles
(Indian Brand Equity Foundation, 2014).
Major national textile firms in the country are
Wardhman Textiles
Arvind Mills
Bombay Dyeing
Raymonds
Grasim Industries
Reliance Textiles
Fabindia
JCT Limited
Lakshmi Mills
Mysore Silk Factory
(Singh, 2012)
Introduction to Herbal Textiles
Dyeing is the process of decorating textiles with natural or synthetic dyes. Plants and herbs
are the major source of the natural dyes and their parts, such as stems, wood, leaves, fruits
and seeds etc, are used for extracting colour components. Natural dyes are known for their
soft, lustrous colours and endurance. Originating from natural sources, they do not harm the
environment in any way. Due to current eco- consciousness there has been a revival of
inherence in eco-friendly natural dyes throughout the world. The application of herbal
products on the textile substances is a very new concept. It gives a new direction towards the
treatments of various diseases through textile industry (Uzzal, 2011).
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Herbal Textile is dyed entirely with herbal extractions. The herbs used are different from
vegetable dyes as they are not only natural but also have medicinal value. These herbs are
applied directly to the fabric with the help of natural ingredients, so that the medicinal value
of the herbs can be kept intact. No chemical process is adopted while dyeing. Even bleaching
is chemical free (Uzzal, 2011).
When the textile is dyed with the extractions obtained from various herbs, they are referred to
as Herbal Textile. When the dyeing is done with herbal extractions, no chemicals are used in
its dyeing process. Whereas, some chemicals are used as catalysts when dyeing is done with
vegetable dyes. So, herbal dyes are different from vegetable dyes as they also carry some or
the other medicinal value (Uzzal, 2011).
The concept of herbal textiles comes from Ayurvastra - a branch of Ayurveda, which is a
5000 year old Indian system of Vedic healthcare. Loosely translated, “ayur” is Sanskrit for
health, “veda” means wisdom, and “vastra” is cloth or clothing. Since long time Ayurvastra
cloth has been in use in the treatment of a broad range of diseases such as diabetes, skin
infections, eczema, psoriasis, hypertension and high blood pressure, asthma, arthritis,
rheumatism, and even some forms of cancer. Ayurvastra clothing is believed to help restore
balance within the body’s systems and strengthen the immune system (Rangari, 2012).
Some of the Herbs Used in Textiles are:
Turmeric, Indigo, Madder, Pomegranate, Onion, Manjistha, Sandalwood and Neem
Benefits of Herbal Textiles
Herbal clothing reduces exposure to allergens and other irritants and gives a comfortable
feeling.
Manual farming and organic practices have a lower carbon footprint.
Not grown from genetically modified cottonseed.
Grown with natural rather than synthetic pesticides and fertilizers.
Eco-friendly process that doesn’t compromise workers' health and reduces water and
electric use and toxic runoff.
Strict testing ensures the absence of contaminants.
People with allergies and chemical sensitivity especially benefit from organic cotton
clothing, as conventional cotton may retain harmful toxic residues.
Children are at greater risk for pesticide-related health problems. Organic Cotton though
grown without using pesticides & insecticides is still dyed using hundreds of so called
low impact chemical dyes adults. Millions of children in the US receive up to 35% of
their estimated lifetime dose of some carcinogenic pesticides by age five through food,
contaminated drinking water, household use, and pesticide drift (Uzzal, 2011).
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The Process of Herbal Textile Manufacturing
Uses/Application of Herbal Textiles
Herbal textile is often used in making bed coverings, undergarments, towels, meditation
clothes, sleepwear, and other such garments that stay close to human skin so that all its
benefits could be absorbed through the skin. The technology for making herbal clothing is
also being utilized for making coir mats, mattresses, door mats and carpets. For coir mats, the
fibres are first soaked in herbal dyes and then woven into coir mats (Aura, 2012).
Desizing Bleaching Mordanting Dyeing Finshing
Recyling
Residue
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Research on awareness and acceptability of herbal wear in Kerala
According to the research conducted by Craft Revival Trust headquartered in Balarampuram,
Kerala in august 2012, the main objective of the trust was to find out the acceptability and
awareness for herbalwear. The sample size was of 100 people and the surveying was done in
Balarampuram, Cochin, Trivandrum and Malappuram.
The research yielded the following conclusions
Out of the total people surveyed 83 % had knowledge regarding herbal wear and 45%
people buy herbal wear products regularly.
The awareness of herbal wear has mainly come through peer groups - 46%, with
newspapers and magazines taking up the next 34%.
Amongst the usage, it was evenly divided among people who occasionally,
frequently, and often used.
Majorly people used herbal wear due to its disease curing and preventing advantages.
A whopping 53% proffered to use garments, and then bed sheets and meditation
cloths were preferred.
It was again evenly divided as to from where did the users buy herbal wear with
HWDS, Balarampuram; showrooms inside Kerala and India and from foreign
countries taking up equal vote.
Most customers have been using the products for more than 4 years and the voter
share keeps decreasing as the number of years goes down.
Again, a majority 75% people think that herbal wear is quite affordable and are
willing to pay 1000-3000 INR for a garment.
The most important criteria for buying the products is because of its medicinal value
and then comes the comfort and quality.
The major problem is the availability issue for customers, as yet there has not been a
major expansion by the producers.
Cotton is preferred by 58% of the respondents and the experience of the users of the
products has generally been favourable with 83% having an excellent experience.
(A.Anupama, 2012)
Research onchanging consumer trend in Canada
According to the survey conducted of 1023 Canadians on consumer behaviour trends by
Business Development Bank of Canada, the health concerns and the awareness in terms of
healthy life is increasing with the increase in the age of the population. The Canadian
consumers are on a constant search for healthy products and around 31% of the Canadian
consumers were ready to pay premium price for the health enhancing products. Health
awareness is predominantly growing among the people who are 65years or above. Health
awareness is changing the type products that Canadians prefer to buy for their families.
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Due to the rise in the number of chronic diseases and increase in the incidence of cancer and
other skin related problems there is a shift among the consumers towards the healthy products
and clothes. The average spending of a Canadian on the health and wellness related product
has rose from 818$ to 935$ in the year 2012 and the healthy products are not only limited to
food retailers or the companies dealing in vitamins and nutritional supplement but also in
other product categories. It is also observed that health impact of the product is an important
factor while making a purchase decision.
In U.S. and Canada, 1 out of 5 people say that they are not willing to buy green products,
while half of the consumers say they are inclined towards buying the eco friendly products. 4
out of 10 claim that they are ready to pay higher for environment friendly products. Thus
herbal clothing being both healthy and eco-friendly has a huge scope for acceptability and use
in those countries.
The workers working in the synthetic textile dyeing process are largely affected due to
harmful effects of chemical dyes while manufacturing of herbal clothes are advantageous for
workers. As determined by the survey majority of the consumers are willing to pay more for
the companies that show tangible CSR and the information on the products, packaging, or
labels. (Canada, 2013).
Research on the impact of income level in green consumer behaviour
The study has explored environmental concerns and buying attitudes that is environmental
friendly. The findings indicate that there is a tendency of a strong environmental awareness
and consumers prefer environmental friendly products and income level has become a
significant moderation factor. Few literature studies show that environmental awareness
succeeded in explaining consumer social behaviourthat is social oriented. Linge Yee tries to
explain the role of the differences in consumer characteristic demography related to
consumer’s value attitude behaviour in consuming eco-friendly products.
One’s income level has a positive relation with environment sensitivity. In general, social
classes tend to give a positive influence towards environmental awareness and commitment.
One’s level of income influences the willingness to pay marginally higher prices as a social
responsibility towards the environment. Empirical studies in countries with low income per
capita do not show any improvement in the willingness to spend more on eco-friendly
products. Consumer social awareness is detected when a consumer tries to consider the
effects of his/her buying habits in relation with pollution that affects the nearby social
environment. Income level in demography can indicate social status and class of a person and
this will influence his/her consumption behaviour pattern.
Green consumers have social awareness that leads them to be concerned with social-
environmental influence of their behaviour. Therefore, green consumers feel sure that the
condition of the present environment is facing serious problems that affect mankind all over
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the world. This drives consumersto pay higher prices for eco-friendly products that they
identify as high quality products (junaedi, 2012).
Conventional Clothing
Synthetic dyes are cheaper to produce, brighter, more colour-fast, and easy to apply to fabric,
these new dyes changed the playing field but it is not without a down side however. The
chemicals used to produce dyes today are often highly toxic, carcinogenic, or even explosive
and are considered deadly poisons dangerous to work with and also being highly flammable
(Rhode, 2003).
It soon became apparent that there were deadly risks to workers who manufactured dye and
who dyed garments. Dye workers are at higher risk of tumours, cancers, cerebrovascular
disease; lung disease- the risk of death of dye workers is 40 times higher than the general
population.The dye factories across the world are dumping millions of tons of dye effluent
into rivers. The water, which contains traces of dye, dumped into the river, leads to the
problem of sludge. The problem is faced by many countries, China and Mexico are some of
them (Rhode, 2003).
The CNN report October 2007 revealed that young babies and children actually do have
increased levels of chemicals in their bloodstream and skin. Because clothing comes into
prolonged contact with one’s skin, toxic chemicals are often absorbed into the skin. In
addition to the dyes, the garment finishes are often equally as harmful. The European Union
in particular has been pro-active in banning dangerous dyes and dyes formulated from toxic
chemicals. So now natural plant based dyes are steadily making a comeback into mainstream
fashion. And the realistic solution to current toxic dyes is likely to be a combination of more
responsible synthetic dye production, together with a sustainable development of natural dyes
(Brit, 2009).
The basic necessity of every human being is food, shelter and clothing. Clothing is closely
associated with human body and therefore the manufacturing, their types and effects of
clothing and other related things must be taken into consideration. There are major two types
of fibres natural and manmade or synthetic fibre. These fibres are used in making of several
different things such as draperies, bedding, school uniform, furnishing, automobiles,
hospitals, etc. the clothes which are made from natural fibres and dyes are not harmful to
wear by any means but the synthetic clothes made from chemical dyes are responsible for
immunity damage, cancer, hormonal dysfunction, and behavioural problems (bhawsar, 2011).
Polyester is popular for its wrinkle free and its wear tear resistance, water repellence and its
speedy drying up properties. It is used in making of sanitary pads, diapers, mattresses, etc.
Polyester emits phytoestrogens which are responsible for skin and other types of cancers. It is
also responsible for acute skin rashes, redness, itching, dermatitis, chronic and acute
respiratory problems, reduces the sperm counts, and responsible for behavioural changes.
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Nylon is manufactured from petrochemicals and is treated with caustic soda, sulphuric acid
and formaldehyde, and other such chemicals resulting into skin allergies, hyper skin
pigmentation, dermatitis, disorientation, dizziness, headache, and spine pain.
Rayon is processed by carbon disulphide, chlorine, sulphuric acid and caustic soda. Ill effects
like nausea, chest and muscle pain, headache, and insomnia areobserved among the people
who are regular users of rayon.
Due to the awareness of such harmful effects efforts should be made to develop sustainable
and healthy clothing material (bhawsar, 2011).
Today, it’s normal for many pieces of our wardrobe to be made in third world countries,
which can be pretty flexible with health code laws. In fact, there are up to 2,000 different
chemicals in processing some fabrics – many of which are known to cause cancer. Medical
studies have shown that athletic apparel using synthetic fibre causes muscle fatigue. In
addition, skin reactions such as itching, blisters, hives and welts have been reported as well as
headaches and brain fog. Other serious side effects are widespread muscle aches as in
fibromyalgia and respiratory symptoms including, bronchitis, asthma, allergies and sinus
infections. These are the more immediate reactions, but the long term dangers are where the
real problems lurk (Landsman, 2014).
It is advised that whenever possible, one should buy clothing made from organic fibres – that
are derived from farms that do not use pesticides and are produced without chemicals, and
avoiding garments made from polyesters, acetate blends, dark colours such as black, brown,
violet and blue. One should also intend to buy only natural fibres, such as hemp and organic
cotton, flax, silk and wool. Some other high-quality materials include alpaca, angora,
cashmere, mohair, ramie and jute. Obviously, when at all possible, choose organic for
clothing closest to your skin such as underwear, sleepwear and camisoles in order to live
more healthy life. (Landsman, 2014)
It is pointed out by Dr. Richard Dixon, Head of the World Wildlife Federation Scotland that
“The use of man-made chemicals is increasing, and at the same time we have warning signals
that a variety of wildlife and human health problems are becoming more prevalent.”
At every stage in manufacturing of the clothes certain chemicals are being used
Chemicals are used to make fibres suitable for spinning and weaving.
A formaldehyde product is often applied to prevent shrinkage. This product is applied
with heat so it is trapped in the fibre permanently.
Petrochemical dyes, which pollute waterways, are used for colour.
Chemicals are added to make clothing softer, wrinkle-free, fire-retardant, moth-
repellent and stain-resistant.
Commonly used chemicals include volatile organic compounds and dioxin-producing
bleach.
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Nylon and polyester are made from petrochemicals, whose production creates nitrous
oxide, a greenhouse gas that's 310 times more potent than carbon dioxide.
Rayon is made from wood pulp that has been treated with chemicals, including
caustic soda and sulphuric acid.
Dye fixatives used in fabrics often come from heavy metals and pollute water
systems.
Acrylic fabrics are polycrylonitriles, which may be carcinogenic.
Clothing and fabric that is treated with flame-retardant chemicals, such as children's
pyjamas, emit formaldehyde gas.
Due to the use of such harmful chemicals in synthetic clothing various health problems such
as cancer, immune system damage, behavioural problems and hormone disruption takes
place. Even the use of organic cotton is not completely free from chemicals as it grown in
natural way but is processed in chemical dyes thus emphasis is made on something which is
healthier. We can observe that quality of clothes play an important role for a person’s health.
In the foreign countries awareness and knowledge regarding this is already observed, but
developing countries like India have a less knowledge and people are unwilling to spend
more on them compared to they spend on branded clothes, if we go by majority. (SixWise,
2012)
Greenpeace Detox Campaign
In conventional method of producing clothes much of the damage is being made to the
environment thus steps should be taken to prevent it and thus this campaign is conducted in
order to reduce the pollution and how the big brands are going green.
The Detox campaign was launched in 2011 to expose the direct links between global clothing
brands, their suppliers and toxic water pollution around the world. The campaign kicked off
by challenging global sportswear brands to champion a toxic-free future. Since then, some of
the world’s largest fashion retailers have also come under the spotlight. So far, the campaign
has been able to secure public commitments from nineteen international fashion companies:
Nike, Adidas, Puma, H&M, M&S, C&A, Li-Ning, Zara, Benetton, Victoria's Secret,
Burberry, and Primark.
For these companies, the focus now turns towards creating concrete elimination plans for the
most hazardous substances, as well as providing greater transparency around the chemicals
that their suppliers currently release into our shared waterways.As global players,
international brands are perfectly placed to eliminate the negative environmental impacts of
their production. They can do this through the suppliers they choose to collaborate with, the
design of their products, and the control they can exert over the chemicals used throughout
the production processes (Greenpeace, 2011)
In April, Greenpeace decided to investigate hazardous chemicals in clothing by purchasing
over 141 varied pieces of apparel manufactured from 29 different countries around the world.
Among the 20 global retailers being scrutinized were Calvin Klein, Gap, and Tommy
Hilfiger. In its findings, the organization discovered all of the companies had products that
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contained NPEs, a hormone disruptor, and most notably, Zara was one of the brands that
contained the highest concentrations of the gender-bender chemical.Zara is one the first
major retailers to take a stance against toxic pollution in clothing and it is their claim thatit
will eliminate all discharge of hazardous chemicals from its supply chain and products by
2020.The yearly inspection will offer more transparency and ensure ethical practices are
upheld (Greenpeace, 2011)
Tests conducted in Britain by Greenpeace have found residues of hazardous chemicals in
children’s clothing and shoes sold by major brands including Disney, Gap, American
Apparel, Nike, Adidas, and Burberry. Eighty two items were studied, and traces of toxins
were found in all but six. The chemicals detected included hormone disrupting
nonylphenolethoxylates and phthalates, reproductive and immune toxins in the
perfluorochemicals family, antimony, a material similar to arsenic, and organotins, which can
damage immune and nervous systems. Greenpeace said that while amounts were small and
there’s no evidence that children wearing the items would be harmed, precaution nevertheless
called for an end to their use in textile production. Tests on 28 pairs of casual footwear in
Hong Kong found carcinogenic polycyclic aromatic hydrocarbons in 25% of the shoes—
some at levels far higher than many nations’ regulations allow. In addition, phthalates were
found in 15 pairs, 12 of which contained amounts higher than permitted in places like
California and Turkey (Greenpeace, 2011).
The fabrics or the finished garments manufactured they have to be dyed in the chemical dyes
that are harmful to the environment. Even the Vegetable dyeing has certain chemicals. So the
concept of herbal textile came into existence.
Consumer Buyer Behaviour for Purchasing Clothes
To know what and why a consumer buys is the key element for any product. When we
consider herbal clothing it is important, to know how and why the people decide on what to
wear, from where do buy, and how do they equalize worth with the cost.
The main factors influencing the buying behaviour of consumers are the following
Physiological factors
Socio-cultural factors
Personal factors
Psychologicalfactors
Rational factors
The physiological factors relate to physical protection, commodity, among others. The socio-
cultural ones comprise family, friends, work, the social groups with which the consumer
identifies himself and that influences the purchasing behaviour and the looking for a garment
20. 19 | P a g e
type. Family causes a strong influence on the choice of children garments or, for example,
when a wife chooses a gift for her husband. Friends also play a certain influence on
consumer, as he will try to follow the tendencies of his group. A consumer pertaining to a
given country, geographical region or a given social class will also end up determining the
consumption options. Consumers coming from different cultures have different preferences
respecting to some brands and garment products
The purchase decision is also influenced by personal factors, namely age, consumer's life
cycle stage, occupation, economical level, way of life and personality. Occupation also
influences garment purchasing decision, as an executive will choose buying more formal
garments, while an unqualified worker will buy more practical ones. People go for branded
and synthetic wear, because they consider them as trends. Majority of students are influenced
by their peers on what they buy. For them to accept their choice and preferences keep on
changing, so their decision process also varies. This element also backs support from one of
the articles mentioned below.
The financial capacity is evidently a factor that influences the purchasing process, as the
higher it is, the higher the acquisition power and garment consumption. Consumers
frequently choose certain kinds of products, services and activities since these are associated
to a certain life style. Thus the fashion industry must pay more and more attention to life style
tendencies.
Concerning psychological factors, these play a strong influence on consumers, as some of
them choose a product simply by reliance, sympathy or even designer friendship. To these,
motivations like personality attraction an interest of a consumer for a given fashion product
can also be joined. Psychological factors also influence the decision of buying products,
despite its price. Often, a high cost is a determining factor leading to acquisition of one
product and not of a cheaper one, since this may be regarded as to increased selfconfidence of
who is wearing it.
The rational factors are the most visible ones, as they are based on the rational consumer's
behaviour, his way of thinking and decision making, on a reasoning manner. The
characteristics or attributes of fashion products also influence purchasing, since they interfere
on the value, style and quality of product. Product comfort is an important attribute, as
consumers wish comfortable products to satisfy certain specific needs. The usefulness is also
a factor that consumers have in mind when buying garments. Price is a rational factor that
influences a lot the purchase of a product since consumers consider abetter product the one
with better price. (Vignali, 2009).
Organic Cotton Clothing
Cotton is the world’s most popular fabric. It is used for almost every type of clothing.
However, cotton farming is harmful to the environment. Cotton is the most pesticide-
dependent crop in the world, accounting for 25% of all pesticide use. These chemicals are
21. 20 | P a g e
taking a toll on our environment and human health as a whole. Every T-shirt made of
conventional cotton requires 1/4 pound of harmful chemicals.
Organically raised cotton is gradually winning over new ground both on the farm and in the
marketplace. No toxins or synthetic fertilizers are used. Organic cotton is produced without
the use of harsh chemical bleaches or dyes, and is allergy free. Organic cotton clothing,
unheard of a few years ago, is now available in many stores and online businesses.
When compared to herbal dyes, of course natural dyes are not so preferred in terms of health
and quality among the young people today and even the senior citizens who after having
knowledge about the advantages of the herbal or organic clothing, do change their
preferences.
Coloured dyes are still a problem, even with organically grown cotton. Dyes are toxic
chemicals, and their use and disposal have harmful effects on the environment.
Manufacturers are aware of these concerns and are developing new methods of colouring
cotton are being developed to address this problem. India being known for its cotton industry
has marked its name in the cotton textile industry as well as use of organic and eco friendly
clothes at a national as well as international level. But the problem of treating them with
natural and eco friendly dyes is now being thought of, as the chemical dyes are not skin
friendly and cause problems to daily life of workers as well as people. Being expensive
people give them less priority compared to the usage of chemical dyed clothes.
Herbal dyes have the following advantages
Reduces the use of synthetic dyes.
The cost of naturally coloured cotton is estimated at 20 to 40% lower than chemically
dyed cotton.
Suitable for people with chemically sensitivities.
Has a noticeably soft texture.
Colour-grown cotton is not dyed, so it doesn’t fade; the colour will actually deepen
when you wash it. (eartheasy, 2012)
Demand slowly picking up for organic clothing in India
Although India is the largest producer of organic cotton, the demand will always stay low
because of its high prices. India’s population is majorly of the middle class and they cannot
afford to buy organic clothes because of its high price and thus it shall always remain a niche
market.
According to Mr Prashant Balar, owner of ‘Herbal Fab’, the demand of organic kid’s
garmentwear is bound to increase as people are becoming more aware of the impact of
chemical dyes on skins of the babies. He says, ‘The demand for organic cotton clothes in
India will only increase through mass production and high competition, as product price will
decline only when there is over-supply’. Whereas the director of ‘Organic and More’
22. 21 | P a g e
suggests that fashion designers should use and promote more eco friendly materials which
will help in increasing demand.But overall, the future looks good. Demand will increase, but
slowly. (Fibre2fashion, 2013)
The Fabric of Progress: Why Organic Clothing Matters
Organic fabrics are particularly important, because the main raw material in the garment
industry is cotton, and cotton requires immense amounts of chemicals. Less than 3% of
agricultural land is planted with cotton, but that 3% consumes 20% of all pesticides used, and
22% of all insecticides. According to the WWF, of the 46 chemicals commonly used on
cotton, five are considered ‘extremely hazardous, eight ‘highly hazardous', and 20
‘moderately hazardous'. These are often spraying from crop-sprayers, and the drift
contaminates nearby wetlands and soil. Flooding is generally used for cotton irrigation and
then is drained causing massive damage to the environment. Also cotton pickers suffer from
respiratory illness, eye and skin infections. Despite the harmful effects of cotton farming, it
remains a multi-billion dollar industry, and accounts for 48% of all fabrics. Thankfully the
market for organic cotton is increasing, and so is the production. Organic cotton farming is
done in 22 countries now and is bound to be accepted globally. (williams, News & opinion,
2012)
Organic Innerwear
People nowadays should not only make sure that anything going into their body is natural and
organic. But also make sure about the things that go on top of their body. Organic underwear
is a solution. Organic underwear is made of fabrics in their most natural form, with no harsh
chemicals. As it is all natural it’s also non-irritating. Also, since the fabrics have not been
treated with any harsh chemicals, it lowers the risk of developing certain cancers. All those
chemicals rubbing on the bare skin aren’t healthy. Also, organic underwear lasts longer –
around 5 times longer than the same material that has been treated with chemicals. It even
tends to be more antimicrobial than its chemical fed counterparts. Organic underwear can be
made out of any fabrics that aren’t synthetic. Cotton, jute, silk, ramie, and wool are some of
the most popular materials used to make organic fabrics. The retailers tend to charge more for
organic underwear compared to non-organic, but its advantages may pay off in the end.
The article suggests that sometimes things made expensive, are worthy too. In this era, where
people are health conscious as well as environment friendly, things like wearing proper
underwear is also important. Underwear protects the most private parts of a person’s body
and it is important to wear something light to cover that area, as they too get infected. Right
from small children to old citizens are target audience for this category, and during these
years their skin is actually sensitive and it requires proper awareness and knowledge of such
23. 22 | P a g e
herbal products which are a result of natural process and contain the power to increase their
immune systems. (organic underwear, 2013)
Organic Baby Wear
Many parents often feel that due to babies’ sensitive skin, natural organic clothing must be
better. Just like with organic foods, organic clothing is made without the use of potentially
harmful chemicals or toxins that could irritate baby’s skin. Organic clothing reduces the
baby’s chances of exposure to anything that could be harmful. Organic cotton does not
undergo as much processing as nonorganic processed cotton and is much sturdier. In some
cases, buying organic clothing might be a good choice for the mere fact that it lasts longer.
Babies over the world have been wearing clothing made with processed cotton for years.
Also, if a baby has an extra sensitive skin, care should be taken for their clothing with
detergents that are made especially for sensitivities. The extra money spent on organic
clothing will do no good if they are being washed with harsh detergents that will just irritate
the baby’s skin.
But still it’s completely a personal choice. No studies have yet been able to prove the major
advantages of organic clothing or that nonorganic clothing is harmful. Purchasing organic
clothes for a baby with sensitive skin or because of the durability is a great option, but not a
necessity. If one is truly worried about protecting one’s baby’s skin, a better option is to
choose organic bath products and detergents that are made with all-natural ingredients and
without the use of harsh chemicals. (Danish, 2011)
Herbal Clothing
Types of herbs:
Several types of herbs are being used in dyeing of the clothes. Some of the herbs used in
herbal clothing are
Haritaki-this herb is known as the king of the herbs in terms of its medicinal properties.
Indigo- this beautiful herb is used in making of extensive range of blue shades. It is useful
for unconsciousness, sleeping disorders, gout, and abdominal diseases.
Pomegranate- this dye is useful to yield ochre yellow dye and helps in improving
colourfastness. This medicinal herb is useful for cardiac tonic.
Turmeric-this dye is the source of yellow colour. The dye is obtained from the roots of
this herb. This herb is useful for those suffering from skin diseases, urinary disorder,
diabetes, vitiation of blood, anaemia, and ulcer.
Madder- this valuable herb is useful as its roots contain alizarin which is used for making
of red dye. There are several advantages of wearing the clothes dyed with madder such
24. 23 | P a g e
as curing of pain in female genital organ, pain in the eyes, diarrhoea, skin diseases,
urinary diseases etc.
Onion- the outer skin of onion is useful for creating vibrant shades orange, yellow, rust
and brown. This herb is useful for curing of cough, fever, piles, obstinate skin disease,
colic pain, parasitic infestation.
Sandalwood- Sandalwood is heavy and yellow in colour as well as fine grained and
unlike many other aromatic woods, it retains its fragrance for decades.
Neem- It is a large Semi-evergreen tree, trunk ex-dues a tenacious gum, bitter bark used
as toxic, seeds yield aromatic oil, sometimes placed in Genus Melia (Aura, 2012).
A market research conducted by Amity Institute for herbal research and studies shows that
the consumer are increasingly demanding certain attributes such as wrinkle resistance, water
repellence, fade resistance, and the most important of all the attribute is the antimicrobial
property of fabrics. According to this report the consumers are increasingly becoming aware
of the hygienic lifestyle and thus there is a necessity and expectation of range of textile
products having antimicrobial properties. The products that are available in the current
market with the antimicrobial properties are synthetic toxic and not eco friendly. Thus to way
away with this disadvantage organic cotton was introduced which was grown without any use
of chemicals.
But organic cotton grown naturally will become a chemical product at the end as chemical
dyes are used in making of synthetic clothes. Thereafter comes herbal clothing. The
natural/herbal fabrics are organically grown and are completely free from synthetic
chemicals, toxic irritants and are biodegradable. It is useful for curing wide range of diseases
such as diabetes skin infection, hypertension, etc. the medicinal advantages of such clothes
are proven by both traditional knowledge and clinical researches.
The herbal clothes uses the technology of micro encapsulation wherein the micro capsules in
the clothes when comes in contact with body heat and wear they release the fragrance of the
medicinal values which the skin can absorb. The use of herbal medicated products helps to
even reduce the opportunity for contamination and also reduces the spread of diseases to
other patient. The dye used for herbal clothes contain between 40% to 60% specifically
blended medicinal herbs, plants, flowers, roots and bark. Various products included in herbal
clothes are bed sheets, night dresses, kids wear, yoga and prayer mats, carpets, dhoti, shawls,
etc. As the awareness regarding the harmful effects of the synthetic chemical dyes and its
impact on the human immune system is increasing, the best alternative available is herbal
clothing. This actually depicts that there is higher market potential for herbal clothes as
people are not so much aware of the advantages of this product. In India the concept may
sound new and un-natural but the study through various research papers and articles convey
that herbal clothing is an eco friendly concept that provides various benefits to the society.
The chief principle of herbal clothing is to maintain a good health and a healthy way of life.
25. 24 | P a g e
To carve a niche for textile materials, this kind of value adding finishes are need of the hour.
(Charu gupta, 2013)
Herbal clothing is made from organic cotton fabric that has been permeated with special
herbs and oils that promote health and cure many diseases depending upon the blends of
embedded herbs and oils. It is believed to help restore balance within the body’s systems and
strengthen the immune system. The traditional dyeing embedded with innumerable hazardous
chemicals and pesticides pose a serious threat to the human skin and environment, whereas
herbal dyeing prohibits the use of such chemicals. Herbal clothing can help reduce exposure
to allergens and other irritants and give a comfortable feeling. It has many other benefits like
lower carbon foot print, healthy life for workers, improved soil fertility, increased cotton
yields, saving of water and improving growth conditions for the crop etc.
Skin is recognized as being the body’s largest organ. The skin can act as a barrier but also as
a conduit for outside substances to enter the body. Many environmental toxins and chemicals
in conventional clothing are assimilated into the body through the skin. (Charu gupta, 2013).
The global market report on sustainable textiles brings to light certain key and important
finding. Despite of the recession the global retails sales of organic cotton apparel, home, and
personal care products increased 20 percent from $4.3 billion in 2009 to over $5.16 billion
from 2009-2010. The rate was comparable to the 15 percent growth rate in organic fibre
production, with the bulk of the market growth centred on companies in the United States and
Europe. Even the most reputed and globally excepted brands such as Zara, Adidas, Nike,
Disney, etc were among the top ten brands in 2010 using organic cotton. Textile Exchange
defines sustainable textile as a process that both minimizes the negative impacts of the textile
industry while maximizing its positive effects, acting in favour of the future instead of at its
detriment.
Some of the important facts such as textiles waste occupies 5% of all the landfill space, 20%
of the industrial fresh water pollution is caused from textile treatment plant and harmful
chemical dyes, it takes 700gallons of fresh water just to make one cotton t-shirt and around
one trillion kilowatt hours are used every year by the global textile industry, which equates to
10 percent of global carbon impact all this is leading the textile manufacturers to manufacture
sustainable textiles. (Textile exchange, 2011)
Application of Natural Dyes on Textiles
The following review article gives various insights to textile industry. It states that natural
dyes have been used on various materials like wool, silk, cotton, leather since pre-historic
times. But with the invention and introduction of synthetic dyes which were comparatively
less expensive and came with excellent colour fastness properties resulted into decline of the
use of natural dyed. The concept of natural dyes has not completely disappeared but it still
exists in the decentralized sectors. With the increasing environmental awareness and
hazardous effect of synthetic dyes the concept of natural dyes is reviving. Recently a number
26. 25 | P a g e
of commercial dyers and small textile export houses have started looking at the possibilities
of using natural dyes. Efforts should be made to find out the scientifically strong methods of
dyeing so that the colour of the natural dyes does not fade out easily. There are several
reasons why more emphasis is laid on natural dyes inspite of the success of the synthetic
dyes, some of such reasons are
Wide viability of natural dyes and their huge potential.
Existence of the experimental evidence for allergic and toxic effects of synthetic dyes.
Creating the sustainable employment for weaker rural and sub-urban sections through
the mean of dyeing and growing non food items that can be used as natural dyes.
Availability of knowledgebase and database on the application of natural dyes in
different textiles.
Besides the production of the synthetic dyes is dependent on petrochemical sources, some of
the synthetic dyes are toxic and contains carcinogenic amines which are not eco-friendly. The
global consumption of textile is estimated at 30million tones and in order to satisfy this huge
demand 700000 tonnes of dye is required which will cause a severe environmental damage
thus the use of eco-friendly dyes is essential. It’s been reported that though natural coloration
is known from ancient times as artisanal practice for handicrafts, painting and handloom
textiles, the chemistry of interaction of such colorants with the textile material is of relatively
recent interest for producing eco-friendly textiles. (Agarwal, 2010)
'Ayurvedic' burqas a rage in Saudi Arabia
Centuries old Hindu wisdom is now being used to dress up women in Saudi Arabia. Burqas
made in Balarampuran in Kerala are being sold to Saudi Arabia. These burqas are naturally
dyed with herbs and are free of any toxic irritants. Around 4000 burqas were exported to
Saudi Arabia from this small village on the city outskirt. Major demand for such healthy
clothes is coming from US, UK, France, Mexico, South Africa and Japan. Clothes worth Rs 2
crore were exported to these countries. Such exports are possible because consumers in
developed country are more aware and concerned about their health. (Ananthakrishnan,
2012)
Benefits of Herbal Clothing
Herbal Textile is dyed entirely with herbal extractions, without using any sort of chemicals.
No chemical process is adopted while dyeing. The herbs used which can prepare all kinds of
shades have medicinal value which can be kept intact and also don’t pollute environment.
Herbal textile have heath benefits too and can fight diseases like hypertension, heart ailments,
asthma and diabetes depending upon the herb used to make the dyes. Indigo (for skin disease)
27. 26 | P a g e
Cuscus Grass (for fight asthma) Turmeric (for pain and for enhancing skin qualities) Sandal
(for wood stress) Herbal textile are mostly used in making bed coverings, undergarments, and
other such garments that stay close to human skin so that all its benefits could be absorbed
through the skin.
Other benefits refer to: The solid and liquid wastes from herbal dyeing process can be
recycled to be used as manure in fields. Some of industries make organically recycled textile
paper bags by stitching the leftover organic and herbal dyed fabrics which can counter the
growing menace of plastic bag pollution.
Herbal textiles can be priced more competitively than the conventional fabrics due to its low
production cost.
Most of the herbs used in dyeing of herbal textile are cultivated in South East Asian
countries. Wholesale Supply of herbal textiles is done into international markets of USA,
Canada, France, Denmark, Italy, Poland, Maldives, Mauritius, Japan and Sri Lanka.
(Exchange, 2009)
Medical test conducted in Kerala
The Pharmacology department at the Government Ayurveda College, Trivandrum (capital of
Kerala, India) conducted a month-long trial by using bedding, rugs and towels dyed by herbal
dyes and they found that it helped the patients who suffered from diseases like eczema,
psoriasis and rheumatism. They treated around 40 people. And the response was remarkably
good, especially in cases of arthritis and skin ailments.Another clinical research was initiated
by ministry of health with the state of Kerala coir department at government Ayurveda
College on the patients suffering from rheumatism, allergy, hypertension, diabetes, psoriasis
and other skin ailments. All clothes, bed linen, and mattresses for the resident subjects on
which the studied was carried out was replaced with herbal clothes and the walls, floors and
ceilings were lined with Ayurvastra coir mats. As a result improvement in the health of the
patients was observed especially in cases of arthritis and skin ailments. (Charu gupta, 2013).
Hazards of Chemically Dyed Clothes
Some 72 toxic chemicals reach our water supply from textile dyeing. Many of these
chemicals cannot be filtered or removed. The textile industry is second only to agriculture as
the biggest polluter of clean water globally. Dyeing, rinsing, and treatment of textiles all use
large amounts of fresh water. Cotton production accounts for 2.6% of annual global water
usage. A single T-shirt made from conventional cotton requires 2700 litres of water, and a
third of a pound of chemicals to produce.
28. 27 | P a g e
Millions of gallons of wastewater discharged by mills each year contain chemicals such as
formaldehyde, chlorine and heavy metals such as lead and mercury. These chemicals cause
both environmental damage and human disease. Conventional cotton is highly dependent on
pesticides, herbicides and fertilizers to grow. In many regions, insects limit cotton production
and some of these pests become resistant to pesticides. Not surprisingly, cotton pesticides and
herbicides account for 10% of all agricultural chemicals and 25% of all pesticides used
worldwide each year. Untreated dyes cause chemical and biological changes in our aquatic
system, which threaten species of fish and aquatic plants.
The enormous amount of water required by textile production competes with the growing
daily water requirements of the half billion people that live in drought-prone regions of the
world. By 2025, the number of inhabitants of drought-prone areas is projected to increase to
almost one-third of the world's population. If global consumption of fresh water continues to
double every 20 years, the polluted waters resulting from textile production will pose a
greater threat to human lives (Trust, 2012)
Environmental, ethical and fair trade issues related to the textile industry
In order to make cheap clothing companies, produce their products abroad where wages are
a lot less this results in exploitation of resources in other countries, Companies must
understand the importance of working in accordance with the standards prescribed and be
aware of the legalities of their business, involve in fair-trade practices i.e. the producers
should get a fair, realistic price for their product that covers the price of producing it, use
organic and herbal dyes in order to save the environment as well promote a better working
environment for their labourers this includes using Eco labels to certify that the products
contain no harmful substances and cause minimum damage to the environment, indulge in
Recycling practices by taking the clothes not in demand now to a Charity shop or collection
bin or sending them for use in abroad that results in preventing the use new materials every
single time and reduces waste going to landfill sites, thus reducing the pollution, reducing
the use of Packaging in order to make the Textiles more environmentally friendly and using
packaging that can be recycled or is biodegradable.
Certain things to be kept in mind when dealing with the question of safety at the workplace
are: knowing the safety clothing to be used when using dyes or chemicals like gloves and
aprons, understanding the correct safety procedures for using various equipment like sewing
machines, irons and over lockers i.e. setting them up correctly, turning them off when not in
use, making sure that chords are not tangled, being aware of the risks from equipments such
as scissors and needles and trip hazards.
Pollutants released by the global textile industry are continuously doing unimaginable harm
to the environment. It pollutes land and makes them useless and barren in the long run.A
study conducted to test the amount of metals present in soil and groundwater located near to
the textile industries in Haridwar, India indicated all the metals like Chromium, Iron,
29. 28 | P a g e
Manganese, Copper, Lead, and Cadmium were present in amounts larger than that prescribed
as safe by World Health Organization (WHO).
World Health Organization apart from the above mentioned article also is trying to ban use of
chemically dyed clothes, to create a more sustainable environment, which will make the
world a better place to live in. Eradication of various harmful toxic chemicals reduction is
definitely its aim, as mentioned in the above article but generation and creation of awareness
at global level is also one of its priorities. People living specially in underdeveloped or
developing countries do not understand and are less aware of the harmful effects of the
chemically dyed clothes, but the idea of natural dyed clothes like herbal clothing is famous at
a global level and people as well as doctors consider such clothes as boon for the society,
because they being eco friendly also have medicinal benefits. (Fibre2fashion, 2013).
Aura
Aura sells organic fabric, ready-made garments and also works on job orders. It manufactures
herbal garments that have medicinal properties through unique process and under this
process; the natural fabrics are immersed in the herbs. Aura is promoting itself as a textile
brand because currently there is a lot of interest from international players. But however, the
domestic market is still evolving and there is not much awareness about herbal wear.Aura
plans to come up with standalone retail outlets and there will be more takers because of
health benefits. Addition to that it also plans to come up with brand stores. The home-grown
herbal wear manufacturer is expanding capacities and is now forging strategic tie-ups up with
several national and international players (Bhatt, 2009).
Aura Herbal is turning organic clothing into a conscious fashion choice. The synthetic fabrics
are still renewing and rotating from time to time in and out of the fashion industry. Yet, as
public awareness of health and consciousness is growing, cotton and natural fibres are
replacing polyester and other synthetic fibres as the fabric of choice. Now, the new expanding
trend is organic clothing. Concern over high use of insecticides and pesticides in cotton
farming and other natural fibres has given rise to demand for organic cottons and garments
free of these and other poisons and carcinogens. To promote a sustainable, eco-friendly life,
Aura Herbal Textiles started in 2001, developing their own process of manufacturing natural
textiles and dyes, sourcing herbs and other raw materials through made-to-order contracts
with farmers in Madhya Pradesh and South India. Sonal Baid said that being an industrial
waste recycling firm, it made them realize that recycling wasn’t the only solution. The
harmful chemicals disposed in bores and river streams, ruining water used by hundreds of
families, made them determined to produce something which could have positive impact to
our environment and society. Then, they were introduced to ancient dyeing techniques used
in India for centuries, which was hand processed, and it inspired them to spread the organic
concept and create a manufacturing & dyeing company (heinisch, 2013).
Aura was a dream venture of its founders Arun Baid and Sonal Baid. The mission statement
of the company was: "To expand our business venture around an innovative process of
producing herbal textiles and dyes. Thus help in preventing global warming and pollution
related to textiles."Aura Herbal Textiles Limited is certified by Global Organic Textile
Standard for their all natural/herbal dyeing process. It uses certified organic fabrics, textiles
and yams as the raw material. To ensure quality standards, all the processes are done under
30. 29 | P a g e
keen supervision. Aura Herbal Textiles Ltd had beautiful colour palette of earthy shades &
various prints ensuring no waste is generated. All the waste generated during the process is
used as manure in farms. "We Live and Dye Naturally" - is theme of business.
Arun started small by making some garments for themselves and see the feasibility of using
these textiles they created. After successfully using these fabrics as a part of their family's
wardrobe for a couple of months, they decided to educate people for which they held their
first exhibition in November 2000 with products designed by Sonal and opened their first
store in 2001.Organic clothing have lower carbon footprint as the entire process consumes
less fuel and energy and emits fewer greenhouse gases compared to chemical textiles. Their
eco-friendly process does not compromise workers' health and helps reduce water and
electric use and toxic runoff. As compared to conventional cotton, organic cotton clothing
help people with allergies and chemical sensitivity as it does not retain harmful toxic
residues. It has many environmental benefits like improved soil fertility, increased cotton
yields, massive saving of precious water, helps to avoid soil acidification, improves soil
structure by increasing soil activity, reduces the risk of erosion and improves the growth
conditions of the crop.
As the concept was new, they did not have any recognition as such. And hence, it was very
difficult for them to create a market, channels and distribution for the product. During that
period, 2002 - 2003, they came across a programme for business incubation by the Centre for
Innovation, Incubation and Entrepreneurship, Indian Institute of Management, Ahmedabad.
The service agreement was signed and then they were allowed to take advantages of
infrastructure of CUE. They got access to various technology and research data base. It gave
Aura Rs.50000 as financial support.
Aura has environment friendly set up and supports the organic andenvironmental issues at
almost all stages intextiles - Green Factory concept.They have composite departments for
weaving,dyeing and stitching.Initially Aura Herbal was a dyeing company but step by step,
they entered into manufacturing of end products to consumers like Towels, fabrics, T-shirts,
etc. They marketed their products through exhibitions and online kiosk on their own website.
They also used word of mouth to help sales. (HemantkumarP. Bulsara).
Emergence of Ayurvastra
According to the article published by BBC NEWS the clothes that are infused with the herbs
of traditional Indian medicine is gaining more popularity as the stressed urban workers
depend on such clothes for curing of insomnia and eczema. Accordingly wearing a special
type of t-shirt will help to cure itchy or sore skin. While on other hand the problem of
sleeplessness can be solved by using the herb-infused sheet over ones mattresses. Kerala is
considered to be the main hub or centre for ayurveda practice.
According to Catherine Stubberfield, who has worked with textile manufactures all over the
world before working with Ayurvastra stated that the herbal clothes are to be combined with
the right lifestyle in order to have the maximum benefit from such clothes. She believes that
wearing cotton, wool or silk dyed with herbal is certainly going to be helpful and as far as the
healing goes Ayurveda is a way of life (BBC NEWS, 2011).
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Criteria Conventional Eco Friendly Vegetable
Dyeing
Herbal Wear
Technique
Developed
Developed about 80
years back
Developed
approximately 15
years back
Uses
synthetic dyes
which was
introduced
years back
4000 year old
technique
Chemicals
Used
Heavy environmental
pollution as 8000
chemicals
Even though pollution
under check, 8000
chemicals involved
Lots of
dangerous
synthetic dyes
and chemicals
are known to
be in practice
to give
vegetables
dyeing effect
The colors are derived
directly from
medicinally rich herbs,
flowers, stems, roots,
etc
Nature of
the Dyes
Mostly allergic,
promicrobial,
inflammatory & bad
transpirator
Could be allergic,
promicrobial,
inflammatory & bad
transpirator. Thus
called low impact
dyeing
Depends on
the chemical
used
Herbs used are known
to cure allergies having
antimicrobial, anti
inflammatory
properties enhancing
body transpiration
Types of
chemicals
used
42 Cancer producing
chemicals listed could
be there
So far only 22 amines
banned in processing
Depends on
the chemical
used
No Cancerous amines
present. Instead has
rich medicinal
properties due to
presence of
medicinally rich herbs
Type of
Fabric
Fabric used may be
synthetic or natural
Fabric used may be
synthetic or natural
Fabric used
may be
synthetic if
chemicals
used
Process only possible
on natural fabrics
example Silk, cotton,
wool, etc
Dyeing
Process
Printed/Dyed/Woven
Machine Process
Printed/Dyed/Woven
Machine Process
Mostly block
printed
available
Printed/Dyed/Woven,
Hand as well as
Machine Process
Type of
Bleaching
Chlorine bleach used Chlorine bleach is
totally banned
Mostly
chlorine
bleach used
Only natural bleaching
done
Type of
Detergents
Used
Nondegradable
detergents used
Mostly degradable
detergents used
Could be both Bio-detergent/Natural
detergent used
Durability Weakens textile fibre
due to chemicals
involved
Weakens textile fibre
due to chemicals
involved
Depends
upon the
chemicals
used
Strengthens textile
fibre, lasts longer
(AURA, 2012)
32. 31 | P a g e
Highlights of Literature Review
In a nutshell, the highlights gleaned from the literature review can be approximately stated as
follows:
People having knowledge regarding herbal clothes buy them on a regular basis and find
them quite affordable.
Majorly people used herbal wear due to its disease curing and preventing advantages.
The awareness of herbal wear mainly comes through peer groups. With increasing
inclination towards environment issues, herbal clothing has the potential to succeed at a
great pace.
Government plays an important role in ensuring the success and implication of the
concept of herbal clothing.
The most important criteria for buying herbal clothes is their medicinal value followed by
comfort and quality.
The major problem associated with herbal clothes is its availability in local markets, as
there has not been a major expansion in this branch by the producers yet. There are
limited sources for purchasing herbal clothes in Ahmedabad.
The health concerns and the awareness of importance of healthy lifestyle is increasing
with the increase in the age of the population.
Due to the rise in the number of chronic diseases and increase in the incidence of cancer
and other skin related problems there has been a shift among the consumers towards the
healthy products and clothes.
An individual’s income level has a positive relation with environment sensitivity. In
general, social classes tend to give a positive influence towards environmental awareness
and commitment.
An individual’s level of income influences the willingness to pay marginally higher prices
as a social responsibility towards the environment.
Product comfort is an important attribute, as consumers wish comfortable products to
satisfy certain specific needs.
It is observed that health impact of the product is an important factor while making a
purchase decision.
Herbal clothing being both healthy and eco-friendly has a greater scope for acceptability
and utility in many countries.
An individual’s income level has a positive relation with environment sensitivity,
according to a research on consumer behaviour towards green products.
The usage of chemicals is prevalent at almost every stage of production of clothing items.
The workers working in synthetic textile dyeing process are largely affected due to
harmful effects of chemical dyes while manufacturing of herbal clothes are advantageous
for the health of workers.
33. 32 | P a g e
The use of organic cotton is not completely free from chemicals as it grown in natural
way but is processed with chemical dyes, thus emphasis is made on something which is
free from these chemicals.
Majority of the consumers are willing to pay more for the companies that show tangible
CSR and the information on the products, packaging, or labels.
The cost of naturally coloured cotton is estimated at 20% to 40% lower than chemically
dyed cotton.
Herbal textile have heath benefits too and can fight diseases like hypertension, heart
ailments, asthma and diabetes depending upon the herb used to make the dyes.
The chemicals used to produce dyes today are often highly toxic, carcinogenic, or even
explosive and are considered deadly poisons dangerous to work with and also being
highly flammable.
The dye factories across the world are dumping millions of tons of dye effluent into
rivers. The water, which contains traces of dye, dumped into the river, leads to the
problem of sludge.
The European Union in particular has been pro-active in banning dangerous dyes and
dyes formulated from toxic chemicals.
There are up to 2,000 different chemicals in processing some fabrics – many of which
are known to cause cancer.
The efforts of Greenpeace Detox Campaign towards toxic-free future. So far, the
campaign has been able to secure public commitments from nineteen international
fashion companies: Nike, Adidas, Puma, H&M, M&S, C&A, Li-Ning, Zara, Benetton,
Victoria's Secret, Burberry, and Primark.
In the foreign countries awareness and knowledge regarding this is already observed, but
developing countries like India have less knowledge and people are unwilling to spend
more on them compared to what they spend on branded clothes.
Ayurvedic burqas, made in Kerala, exported to Saudi Arabia has become a trend in the
country.
35. 34 | P a g e
Herbal clothing: Herbal dyeing is a 4000 year old technique. Herbal dyes clothes are
made from organic cotton, silk or any other natural fibres. They are produced and
processed without the use of chemicals. These clothes are then dyed with dyeing
colours that are extracted from herbs, fruits, flowers, roots, etc. which are rich in
medicinal properties.
To study the awareness of herbal clothing amongst the people of Ahmedabad.
To study the preference and the factors affecting their preference with regards to
herbal clothing among the people of Ahmedabad.
To study the perceptions regarding herbal wear in the people of Ahmedabad.
37. 36 | P a g e
Scope
The scope of our research is limited to the city of Ahmedabad.
The age group of targeted consumers for the purpose of this research is 16 years and above.
Research Methodology
Research is a tool that is a building block and a sustaining pillar of every discipline, scientific
or otherwise.
Research is to purposely and methodologically searching for new knowledge and a practical
solution in the form of answers to questions formulated beforehand and is based on certain
objectives.
A Research is a systematic design, collection, analysis and reporting of the data and findings
which are relevant to a specific problem or a change that could occur in an Industry or
market.
Defining the Research Problem
Mass use of conventional clothing that uses processes and ingredients that are harmful to the
environment as well as the end user. The concept of herbal clothes one solution to tackle the
problem.
Deciding the Research Design
Herbal dyed clothing concept is a long forgotten technique to dye clothes, which has been re-
introduced in today’s market. The market potential and acceptance of this antique new
concept is to be explored.
This study also takes into consideration the characteristics of the individuals when they tend
to prefer a cloth item. The objective of this descriptive research is to describe the market
potential of the new concept and the demographic features of the potential market.
1.
• Defining the research problem
2.
• Deciding upon the research design
3
• Formulation of sampling plan
4
• Collection of data
5
• Analysis of data
6
• Presentation of data
38. 37 | P a g e
To study the consumer awareness, perception, preference towards this concept is descriptive
in nature.
Formulation of Sampling Plan
Sample Design
A) Defining the target population:
For our research, the target population will include following respondents:
Gender
Male Female
Age group
18-24 years 25-30 years
31-40 years 41-50 years
51 years and above
Income
(In rupees)
0 - 2,00,000 2,00,000 – 5,00,000
5,00,000 – 10,00,000 10,00,000 and above
B) Selecting sampling techniques
Non-Probability sampling techniques would be used to collect data from the given
population.
Under the non- probability sampling design, the convenience sampling technique would be
used. The users would be approached by us on our convenience or on random basis. The
reason for undertaking this technique is because the population size of the research in terms
of Ahmedabad as a whole is too large and this method provides easy, inexpensive and swift
results.
C) Determine the sample size
Sample size refers to the number of elements to be included in the study. Determining the
sample size is complex and involves several qualitative and quantitative considerations. For
this research we intend to take a sample size of 560 respondents. A minimum of 30 samples
are taken for each parameter, the total parameters being 12. A sample size of 360 is derived
39. 38 | P a g e
but to increase the accuracy, the sample size is increased to 560. The parameters taken into
consideration are – price, quality, status symbol, current fashion and trends, availability,
variety, medicinal attributes durability, comfort, eco-friendliness, current habits, and health
concerns.
Collection of Data
Primary data:
For the purpose of collecting primary data for our research, we used Personal Interviews
Personal Interviews
To get a better picture of herbal dyed clothes and its market we conducted an interview with
the director of AURA, Mrs. SonalBaid and Ms. NehaBhojani, the store manager. This helped
us to define our target products and market.
Also following stakeholders are to be considered for personal interviews:
Retailers / designers
Doctors
Industrial Manufacturer
Questionnaire
It is a set of printed or written questions with a choice of answers, devised for the purposes of
a survey or statistical study.
Questionnaires serve the purpose of ascertaining the level of consumer’s awareness, their
preference before and after informing them about herbal clothing and their perceived value of
Herbal clothing. It will also help us to indentify and understand the factors that influence the
use of Herbal dyed clothes.
Secondary data:
For the purpose of collection of secondary data for our research we will use:
a. Articles
b. Research papers
We used articles and research papers to study and understand the existing market and demand
of Herbal Dyed clothes and details about the benefits that herbal clothes have over synthetic
clothes.
Analysis of Data
Analysis of data refers to the conversion of raw data into understandable and interpretive
form. This will be done by calculating the average, range, standard deviation, frequency and
percentage distribution.
41. 40 | P a g e
1. Are you aware about the concept of herbal clothing?
Analysis: From the above graph, we can see that 45% of the people surveyed were aware
about the concept of herbal clothing whereas 52% of people were not aware of the concept
and 3% were not sure as to whether they know the concept or not and were finding it difficult
to differentiate between organic clothing and herbal clothing.
Inference: Even though the concept of healthy living and use of herbal products has
increased but the level of awareness related herbal clothes is low as out the 560 people
surveyed only 253 people were aware and 290 were not and 17 were not sure whether they
exactly know the concept or not.
Conclusion: There is an increasing need to bring more awareness about herbal clothing
because people lack knowledge about the advantages of the same. There is high potential as
people are moving towards more healthy options, the demand for herbal clothing would
increase if more awareness is created.
45%
52%
3%
0
10
20
30
40
50
60
Yes No Don't Know
Awareness of herbal clothing
Particulars Responses Percentage
Yes 253 45%
No 290 52%
Not Sure 17 3%
Total 560 100%
42. 41 | P a g e
2. How often do you buy herbal clothes?
Particulars Responses Percentage
Never 89 35%
Rarely(once, twice) 78 31%
Occasionally 69 27%
On regular basis 17 7%
Total 253 100%
Analysis: From the above graph, we can see that even though 35% of people who were
aware about the concept did not prefer to buy herbal clothes whereas 31% of people rarely
buy herbal clothes and 27% buy occasionally. However, only 7% of people who were aware
regularly buy herbal clothes.
Inference: Out of the total 253 respondents, who were aware about the concept, 89 people
don’t buy herbal clothes, 78 people rarely buy and 69 people occasionally buy herbal clothes.
However only 17 people purchase on regular basis.
Conclusion: Even though people are aware about herbal clothing they still show certain
resistance towards herbal clothes over conventional clothes. Higher prices and less
availability are probably some of the factors due to which people hesitate to buy herbal
clothes less frequently. Majority of the respondents who are aware about the concept were
not aware about the store where it is available, thus when asked about their purchase of
herbal clothes large numbers of respondents answered negative.
35%
31%
27%
7%
0
5
10
15
20
25
30
35
40
Never Rarely(once, twice) Ocassionaly On regular basis
Frequency of purchse of herbal clothes
43. 42 | P a g e
3. You came to know about herbal clothing from?
Particulars Responses Percentage
Internet 81 25%
Newspapers 35 11%
Magazines 35 11%
Television 12 4%
Peer groups (friends, relatives, etc) 114 35%
Hoardings, banners, posters, etc 21 7%
Radio 3 1%
Skin specialists 12 4%
Others 10 3%
Total 323 100%
Analysis: From the above graph, we can see that 35% became aware through peer groups and
25% through internet whereas radio and other mediums (retail outlets) play very small role in
same. 11% of people became aware through newspaper and magazines, similarly only 4% of
people became aware through television and skin specialists.
Inference: One of the major sources through which awareness of herbal clothes is created is
through peer groups followed by internet, newspapers and magazines.
Conclusion: It was observed through the survey that word of mouth is the most effective
medium for creating awareness. It has a greater impact on people because when they hear
about different types of clothes available in the market from their friends or relatives they are
25%
11% 11%
4%
35%
7%
1%
4% 3%
0
5
10
15
20
25
30
35
40
Sources of awareness
44. 43 | P a g e
influenced to follow the trend. The second best medium for creating awareness is internet.
Today almost every person uses internet, thus internet serves as one of the best medium in
making people aware.
4. Are you aware of any herbal clothe outlet/brands in outlet?
Particulars Responses Percentage
Yes 95 38%
No 135 53%
Not Sure 23 9%
Total 253 100%
Analysis: From the above graph, we can see that only 38% of those who were aware about
the concept of herbal clothing, are aware of any outlets in Ahmedabad whereas 53% of
people were not aware of the outlets and 9% were not sure as to whether they know any
outlet.
Inference: Out of 253 people who were aware, only 95 people knew any outlets and 135
people were not aware of any outlets whereas 23 were not sure whether they are aware about
any outlet of herbal clothes or not. So the awareness regarding the same should also be
increased so availability also increases which leads to easy accessibility.
Conclusion: The manufactures should also be encouraged and made aware for herbal clothes
so the availability increases. Thus there is an increasing need to bring more awareness about
herbal clothing outlets in Ahmedabad. Aura, Fab India, Garvi Gujarat and Cotton world were
few of the outlets specified by the respondents that deal in herbal clothing.
38%
53%
9%
0
10
20
30
40
50
60
Yes No Don't know
Awareness about any herbal cloth outlet in
Ahmedabad
45. 44 | P a g e
5. Out of the following product categories of herbal clothing, which ones are you aware
of?
Particulars Responses Percentage
T-shirts/ Shirts 133 19%
Inner-wear 58 8%
Kurtis/ Kurtas 154 22%
Towels 58 8%
Night-wear 44 6%
Baby-wear 50 7%
Pajamas 50 7%
Scarf/Stole 56 8%
Fabrics (unstitched) 86 12%
Other 5 1%
Total 694 100%
Analysis: From the graph, we can see that 22% of people know about herbal kurtis/kurtas
and 19% of people know about herbal T-shirts/Shirts whereas, 12% of people know about
herbal fabrics (unstitched). From the people who are aware 8% of them are aware about
inner-wear, towels and scarf/stole and 7% about baby-wear and pyjamas.
Inferences: More than 100 people said that they are aware about T-shirts/shirts and
kurtis/kurtas in the category of herbal clothing.
Conclusion: Kurtis/Kurtas and T-shirts/shirts are most commonly known herbal clothes
compared to other products in the herbal category. Other herbal product categories are also
beneficial for skin and thus more awareness regarding the same should be brought among
both those who are aware about the concept and those who are not aware.
19%
8%
22%
8%
6% 7% 7% 8%
12%
1%
0
5
10
15
20
25
Awareness about the product categories of
herbal clothing
46. 45 | P a g e
6. After knowing the concept of herbal clothing would you prefer to buy herbal clothes?
Analysis: From the graph, we can see that after knowing the concept of herbal clothing 79%
of people would prefer to buy herbal clothes and 7% won’t buy herbal clothes whereas 14%
are still not sure.
Inference: Out of 560 people surveyed 443 people said that they will buy herbal clothes if
available and 38 people said that they will not prefer to buy herbal clothes, they are satisfied
with the type of clothes they currently use, whereas 79 said that they are not sure whether
they will buy or not as they are not able to judge without using them once.
Conclusion: Higher portion of the people are ready to buy herbal clothes after knowing the
concept as they found it to be worth giving a try and found it to be beneficial and a healthier
clothing option compared to existing chemically dyed clothes.
79%
7%
14%
0
10
20
30
40
50
60
70
80
90
Yes No Don't know
Preference for buying herbal clothes
Particulars Responses Percentage
Yes 443 79%
No 38 7%
Not Sure 79 14%
Total 560 100%
47. 46 | P a g e
7. Are you willing to pay premium for herbal clothes?
Particulars Responses Percentage
Yes 255 46%
No 191 34%
Not Sure 114 20%
Total 560 100%
Analysis: From the graph, we can see that 46% of the people surveyed will pay premium for
herbal clothes and 34% will not prefer paying higher prices for herbal clothes whereas 20%
are not sure about the same.
Inferences: After knowing the concept of herbal clothes out of 560 people surveyed 255
people were ready to pay premium and 191 people were not ready to pay whereas 114 were
not sure. The reason the behind the willingness for paying premium is because of the
medicinal properties and comfort attached to herbal clothes.
Conclusion: Hence we can conclude that majority of the people surveyed are willing to pay
premium for herbal clothes, they did not mind spending extra penny for something healthy
and natural like herbal clothing.
46%
34%
20%
0
10
20
30
40
50
Yes No Don't know
Willingness to pay premium for herbal
clothes
48. 47 | P a g e
8. Out of the following products categories, which herbal clothing product will you
prefer?
Particulars Responses Percentage
T-shirts/ Shirts 300 18%
Inner-wear 217 13%
Kurtis/ Kurtas 278 17%
Towels 164 10%
Night-wear 173 10%
Baby-wear 122 7%
Pajamas 128 8%
Scarf/ Stole 150 9%
Fabrics (unstitched) 118 7%
Other 9 1%
Total 1659 100%
Analysis: From the graph, we can see that 18% of people surveyed prefer to buy T-
shirts/shirts and 17% of people surveyed would prefer to buy kurtis/kurtas whereas 7% of
people prefer to buy baby-wear and fabrics.
Inferences: After becoming aware of the concept of herbal clothing out of 1659 responses
received 300 people said they would prefer purchasing T-shirts/shirts mostly, followed by
kurtis/kurtas and the least preference was given to baby wear products and unstitched fabrics.
Conclusion: Hence we can conclude that people were willing to purchase T-shirts/ Shirts
and kurtis/kurtas, which they wear regularly. Although other products like inner-wear, towels
are also used on a regular basis but people are very sensitive towards shifting from their
preferred brand to some other brand.
18%
13%
17%
10% 10%
7% 8% 9%
7%
1%
0
5
10
15
20
Preference for buying herbal clothing category
49. 48 | P a g e
9.Rank the following factors according to their importance while choosing/purchasing
clothes. (1 being the highest, 5 being the lowest)
1 2 3 4 5
Factors N Percentage N Percentage N Percentage N Percentage N Percentage
Price 235 42% 145 26% 80 14% 45 8% 55 10%
Quality 415 74% 71 13% 7 1% 19 3% 48 9%
Status
Symbol 136 24% 173 31% 115 21% 54 10% 82 15%
Current
Fashion and
Trends 220 39% 144 26% 87 16% 68 12% 41 7%
Availability 172 31% 160 29% 107 19% 73 13% 48 9%
Variety 202 36% 135 24% 122 22% 54 10% 47 8%
Medicinal
Properties 168 30% 122 22% 109 19% 86 15% 75 13%
Durability 208 37% 145 26% 82 15% 82 15% 43 8%
Comfort 349 62% 83 15% 36 6% 48 9% 44 8%
Eco-
friendliness 171 31% 90 16% 85 15% 90 16% 124 22%
Analysis: We see here that price is a major purchase factor for our respondents with a
whopping 42% voting it as a very important factor and only a minimal 10% considering price
as the negligent influence during purchase of clothes. Although we see that a total of 55%
have counted status symbol as an important factor for them while buying clothes. Thus, the
explanation of rise of growth of brands in the country, as it is a matter of status symbol now.
39% and 26% of our respondents ranked current fashion trends at number 1 and 2
respectively for consideration when going for purchase. That means that current fashion
42
74
24 39 31 36 30 37
62
31
26
13
31
26 29 24 22
26
15
16
14
1
21 16 19 22
19
15
6
15
8 3
10 12 13 10
15 15 9
16
10 9 15 7 9 8 13 8 8 22
0
20
40
60
80
100
120
Importance of the factor while purchasing
clothes
1 2 3 4 5
