As sustainability moves from the margins to the mainstream, India’s fashion industry is facing a defining challenge: how to balance growing consumer demand with responsible production and consumption. Circular fashion is emerging as a key part of this transition, encouraging consumers to extend the life cycle of garments while reducing textile waste and creating meaningful social value.
Against this backdrop, BIBA is strengthening its commitment to responsible fashion through the expansion of its Exchange Programme, an initiative that encourages consumers to donate pre loved garments that can be repurposed and redirected to communities in need. By combining sustainability with community outreach, the programme seeks to make conscious consumption a practical and accessible choice for everyday consumers.
In this interview, Mr. Siddharth Bindra, Managing Director, BIBA, discusses how legacy brands can leverage consumer trust to drive social and environmental change, the growing acceptance of circular fashion among Indian consumers, and the brand’s broader vision of embedding sustainability across its value chain. He also reflects on the role of large scale retail networks in accelerating participation, the importance of measurable impact, and why the future of fashion will belong to brands that can successfully balance growth with responsibility.
Scroll down to read the full interview;
Q. BIBA has built a strong emotional connection with Indian consumers over nearly three decades. How important is it for legacy fashion brands today to move beyond commerce and contribute meaningfully to social and environmental change?
A. BIBA has always been about more than just clothing. The brand was built on understanding the Indian woman, her everyday needs, her celebrations, and her evolving sense of style. That connection with the community is something we value deeply. And when you have that kind of relationship with your consumer, it is natural to want to do more. Legacy brands today have the reach, the trust, and the consumer proximity to drive change in ways that newer players may not. Whether through circular fashion initiatives, community partnerships, or simply by using your retail presence to make responsible choices more accessible, there is a real opportunity for established brands to lead by example. At BIBA, the Exchange Programme is one such step, and we see it as an extension of the values the brand has always stood for.
Q. The Exchange Programme reflects a growing focus on circular fashion in India. What inspired BIBA to revisit and expand this initiative for a second season, and what larger vision does it serve within the brand's sustainability journey?
A. The response to the first edition of the Exchange Programme was very encouraging for us. We saw a clear increase in store footfall of over 25% during the campaign period, but what stood out even more was the way customers engaged with the initiative. They came into our stores with garments, asked where these clothes would go, and understood the larger purpose behind the programme.
That response gave us the confidence to bring the initiative back for a second season, with a wider store presence and stronger participation from our partners, Goonj and Mahavir International.
At BIBA, our focus is on making responsible fashion simple and relevant for the Indian-wear consumer. Circular fashion should not feel like a distant concept; it should become an easy, everyday choice. Through this programme, we want customers to view their wardrobe surplus differently and know there is a meaningful way to give those garments a second life.
Q. Through partnerships with Goonj and Mahavir, donated garments are reaching rural communities, disaster-affected regions, shelter homes, and underserved families. How important was it for BIBA to ensure that this initiative created measurable social impact rather than functioning as a symbolic sustainability campaign?
A. This was non-negotiable. If we are asking consumers to donate their garments at our stores, we owe them the assurance that those garments are being put to real use. Goonj and Mahavir International bring decades of grassroots experience. The garments collected through the programme are repurposed into blankets and everyday essentials for rural and disaster-affected communities and underserved urban families across India. That complete chain, from collection at our stores to tangible community impact through our partners, is what makes this initiative meaningful. We did not want this to be a symbolic effort. The partnership ensures that every garment donated translates into real support for someone who needs it.
Q. BIBA operates across more than 300 exclusive stores and 150 cities. How are you leveraging this scale to build participation in the Exchange Programme, and what kind of response or engagement trends are you expecting from Indian consumers this year?
A. Our large store network is definitely an advantage as we would like as many people to participate in this drive. We are being more intentional about in-store communication and staff readiness so that every customer who walks in during the campaign window knows about the programme and feels encouraged to participate. We are expecting even stronger engagement this year, both because of the wider reach and because there is now a baseline awareness and recall from last year's edition. We are also promoting it digitally to increase reach.
Q. The programme transforms wardrobe surplus into community support, which also changes the narrative around pre-loved clothing in India. Do you believe Indian consumers are becoming more open to conversations around reuse, responsible fashion, and mindful consumption compared to a few years ago?
A. Yes, Indian consumers are definitely becoming more open to conversations around reuse and responsible consumption. A few years ago, pre-loved clothing was viewed very differently, but today there is greater awareness, especially when it is connected to a clear purpose.
Most households have garments that are no longer being used but are still in good condition. Through the Exchange Programme, we want to help customers see this wardrobe surplus as something that can support others. Responsible fashion will grow when it becomes easy for people to participate, and this initiative is a step in that direction.
Q. Sustainability initiatives often succeed when they become economically accessible for consumers. How does the voucher-based model help bridge the gap between conscious intent and actual consumer participation in circular fashion programmes?
A. The voucher is a way to say thank you to the customer for participating in the initiative. For every garment donated, customers receive a Rs. 500 voucher redeemable on purchases of Rs. 2,500 and above. It rewards people participating for their effort and good deeds.
Q. Looking ahead, what does long-term success for BIBA's circular fashion vision look like? Are there measurable goals, whether in terms of garment collection volumes, consumer participation, waste reduction, or community outreach, that the brand hopes to achieve over the next few years?
A. Long-term success for us means making responsible fashion a part of how the brand operates, not just how we communicate. BIBA is part of the SU.RE project — Sustainable Resolution — which reflects the Indian apparel industry’s commitment to building a cleaner and more sustainable future for fashion.
Our focus is to keep strengthening this commitment across the value chain, from more conscious practices within the supply chain to consumer-facing initiatives like the Exchange Programme.
Q. As conversations around sustainability evolve globally, how do you see the Indian fashion industry balancing rapid consumer demand with the growing need for responsible production and conscious consumption?
A. I believe the future will belong to brands that can balance scale with responsibility. At BIBA, our effort is to keep building that balance through more conscious practices within the business and initiatives that allow customers to participate meaningfully in the journey.
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