In a candid conversation, Apurva Kothari, Founder of ethical & sustainable fashion label No Nasties, reflects on building one of India’s pioneering sustainable fashion brands, the challenges of scaling ethically, and why purpose still drives every business decision
No Nasties is known for its commitment to sustainability, but how has that translated into business performance? Can you share key revenue milestones and how you’ve sustained profitability while staying true to your values?
For us, purpose came before profit—and that’s non-negotiable. We’ve been driven by a mission to create social and environmental impact, even when the market wasn’t ready for it. In the early days, we had to educate consumers about organic and fair trade fashion from scratch. But that trust and loyalty we’ve built over time is now our biggest asset. Financially, we started with a very small investment and last year, we reached a top line of around Rs 4.5 crore. The first decade was about laying the foundation for our values; now we’re entering a phase of more structured growth.
No Nasties was one of the first Indian brands to fully commit to organic and fair trade fashion. What was the founding vision behind this brand, and how has that evolved in a market that’s only recently waking up to conscious consumerism?
I started No Nasties 15 years ago after leaving a tech career in the US. It was deeply personal—rooted in addressing issues like farmer suicides and the environmental impact of cotton farming. At the time, nobody was really talking about sustainable fashion in India. We were the first Fair Trade licensed brand in the country. Today, as conscious consumerism gains traction, I feel the brand’s vision remains as relevant as ever, but our methods are evolving—through product innovation and broader storytelling.
Starting from a niche ethical label, what does your expansion roadmap look like—both geographically and in terms of product categories? Are D2C and global markets still the focus or are you exploring retail partnerships too?
We’ve served customers in 65 countries without much marketing, purely through shared values. But now, our primary focus is India. We currently have three retail stores—in Goa and Bangalore—and are looking at expanding this footprint, maybe even via franchise models. On the product front, we’ve added organic linen and plan to enter home goods like bedsheets and towels. We’re also exploring sustainable activewear and possibly even food products, as long as they align with our local and ethical sourcing values.
Balancing ethics with scalability is often a tightrope walk. What have been some of your biggest challenges—whether in sourcing, supply chain, or customer acquisition—and how have you tackled them?
One major challenge is supply chain bias—factories often prioritise larger international orders over ethical Indian brands like ours. Another big issue is greenwashing. With so many misleading claims, it’s hard to maintain consumer trust. We’ve had to constantly double down on transparency and accountability, while educating our audience. Every day, the question we ask ourselves is: how do we keep doing the right thing and still remain competitive?
With sustainability becoming a buzzword, how does No Nasties plan to stay ahead of the curve and avoid being lost in the noise? What role does innovation or community play in your brand’s next chapter?
It’s definitely becoming noisier out there. But we believe our long-standing commitment and community-first approach give us credibility. Fair trade remains the backbone—covering everything from ethical factories to eco-conscious processes. We’re investing more in connecting urban Indian consumers with the realities of rural farmers and garment workers. Innovation will be key—but not just in products, also in communication. That’s why I was so keen to get your feedback on how we can better share our mission with Indian audiences. There’s more to come, and we hope to do it hand-in-hand with a conscious community.
