Appril taps into the rising demand for sustainable fashion, but like many new brands, it faces consumer scepticism around unverified green claims
A doctor and an engineer duo have started Appril, a new online-only menswear brand focused on minimalist design and sustainable production, amid rising demand for eco-conscious fashion in urban India. Co-founded by Amrutha Sasikumar and Himanshu Yadav, the brand was unveiled on Friday in New Delhi and offers 15 menswear categories, including formal, casual and occasion wear.
Appril uses natural fabrics such as Giza cotton, bamboo and European linen in its clothing, and sources sustainable materials such as coconut shells and mother-of-pearl for buttons. The company said it has adopted a fully domestic production model and uses eco-friendly processes from manufacturing to packaging.
The brand is targeting sales of 6,000 shirts in the current financial year, with plans to expand operations across India. “We are targeting working professionals who are looking for refined yet sustainable menswear,” said Yadav, who previously ran a flexible packaging manufacturing unit in Hisar, Haryana.
Sasikumar, who works as a senior resident in anaesthesia at Medanta– The Medicity, oversees the brand’s visual identity and design direction. “Every Appril piece is created with intention, using clean design and thoughtful materials,” she said.
A Huge Market
India’s menswear market was valued at USD 20.4 billion in 2024 and is projected to grow at over 7 per cent annually over the next decade, according to market research firm IMARC Group. The country’s broader apparel industry is also expanding, driven by rising incomes, digital penetration and consumer demand in non-metro cities.
Appril enters the market at a time when India’s fast fashion segment has seen double-digit growth, though concerns over textile waste and ethical sourcing are prompting some brands to explore alternative business models. E-retail in India reached around USD 60 billion in 2024, with online fashion expected to grow by USD 36 billion between 2024 and 2029, according to Bain & Company and Research and Markets, respectively.
The founders told BW Retailworld that the brand draws inspiration from Indian design heritage, with its logo referencing Indus Valley motifs. While the company currently does not operate any offline retail stores, it plans to introduce trousers and other wardrobe essentials as part of its next phase.
Interestingly, the launch event featured a bamboo fabric shirt, which the founders said highlights their commitment to breathable and sustainable textiles. The brand’s logo draws inspiration from Indus Valley motifs as a nod to India’s design heritage. However, while such choices may appeal to environmentally aware consumers, industry analysts caution that sustainable branding often needs to be backed by transparent sourcing and lifecycle assessments to build lasting credibility.
According to a 2024 report by consulting firm McKinsey & Company, nearly 71 per cent of Indian urban consumers consider sustainability important when purchasing clothing, yet over 40 per cent express scepticism about brands’ environmental claims. The same report noted a rise in “greenwashing” concerns in Asia’s fashion markets, where terms like ‘eco-friendly’ and ‘natural’ are often used without third-party certifications or transparent supply chain disclosures.
Notably, the company currently has no plans to enter international markets. This domestic focus may insulate Appril from recent global trade developments, including the Trump administration’s tariffs of up to 50 per cent on Indian textile and apparel exports. Several Indian exporters have paused US-bound shipments, while buyers are reportedly shifting sourcing to other countries.
Reported by Shvetank Maurya and Nikhil Panchal
