Sustainability, a term almost being discussed for a decade now and essentially required in all areas of human activities is struggling to make space among all of us. In this world with abundance of resources, humans ruthlessly ignore preserving them and pave ways to meet wants and desires. Sustainability, although being a new element in fashion is striving to seek utmost attention. Upasana looks at sustainable fashion as making clothes by holistic and transparent processes from crop to shop, using ethical practices and does not pass on any environmental costs to the future. By performing ethical practices, Upasana is not just trying to reduce environmental degradation but also abolish negative impacts on the society.

Sometimes a product tag saying ‘100% organic’ is not always sustainable. A product that is eco-friendly might be subject to excessive environmental and human exploitation while passing through the manufacturing course and distribution channel. Creating organic or eco-friendly products that involve large use of natural resources does not upgrade it to be a sustainable product. Customers being sceptical of the green claims need justification and transparency in the presentation of a product. Highlighting the green or eco-friendly behaviour of a particular is not enough though.

By adopting honesty and transparency as values, Upasana is still trying to achieve sustainability in its designs by using local, organic or natural methods. In this process, it is working to reduce the harmful impacts of its practices by being truthful to the audience and avoiding fake marketing tactics. Demonstrating its commitment in multiple levels of production process and its environmental engagement helps to gain trust of the consumers. It provides an open premise to all its visitors who are welcomed to have a sneak peek at the production activities.

Green Marketing and Sustainable Marketing – How do they differ?


Most of the times, consumers confuse green marketing with sustainable marketing. Green marketing promotes business that reduces harm to the environment, animals, resources or anything related to nature. It may not necessarily involve sustaining the business from the social or humanitarian agenda. Nevertheless, companies involved in green marketing come up with sustainable methods not only for production but also ensure sustainability in the entire process. They make environmentally conscious decisions in the product supply chain including processing, packaging and distribution.

Looking at sustainability from the environmental aspect is now quite a mainstream perspective of understanding its actual core. Unfolding the structure, the most appropriate meaning of sustainability exists combining number of phases including the environmental, social, cultural and economic habitat. Upasana, along with presenting an organic product and actively promoting the business practices and processes, is also extending social support for the welfare of humankind by engaging itself into social issues. Therefore, sustainable marketing promotes practices that prove harmless for not only the environment and the consumers, but also to the workers involved in supply chain. By engaging into employee education and ensuring healthy work atmosphere, Upasana is contributing towards social prosperity.

Considering these factors, the definition of sustainable clothing turns out to be much deeper than green clothing. Realising that this is not just an environmental crisis but also a social concern, Upasana is working to establish a better design of a balanced lifestyle for future generations. The organisation treats all the elements in the surroundings with equal importance to create a smooth system for conscious and peaceful living.