Sustainopreneurship and Its’ Role in Sustainable Fashion Brands of India
Divyansha Kumar1, Anubha Vashisht2

1Divyansha Kumar, Junior Research Fellow, Faculty of Management, Symbiosis Centre for Management Studies, Noida, Symbiosis International Deemed University, Pune (Maharashtra), India.

2Dr. Anubha Vashisht, Professor and Director, Symbiosis Centre for Management Studies, Noida, Symbiosis International Deemed University, Pune (Maharashtra), India.

Manuscript received on 10 September 2019 | Revised Manuscript received on 19 September 2019 | Manuscript Published on 11 October 2019 | PP: 503-506 | Volume-8 Issue-11S September 2019 | Retrieval Number: K108509811S19/2019©BEIESP | DOI: 10.35940/ijitee.K1085.09811S19

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Abstract: This study focuses on sustainopreneurship (Abrahamsson, 2007; Schlange 2009) and its’ role in developing, innovative yet sustainable business practices for the sustainable fashion brands of India. The findings of this study are centring on selected brands which are coming up with sustainable solutions within the context of the processes, product, people and work-place. This study uses in-depth interviews and guided conversations with the entrepreneurs of the selected sustainable fashion brands of India to build case studies on two such brands following the ethnographic methodology (O’Reilly, 2012). The first case focuses on a brand which is moving towards a zero-waste production unit by creating their sustainable solutions of procuring raw materials, designing the products and innovating with the waste generated at their workplace. The second case is about a brand which focuses on up-cycling the already produced material which has been discarded by the manufacturers or producers due to defects, misprints, stitching wastes among others. These two brands use different ways to design their products and have come with sustainable solutions for a greener planet and have been ardently working towards that goal. The study concludes that the zeal behind these brands’ practices, visions and goals is because of the moral compass of their respective entrepreneurs pointing towards ethical behaviour which forms the roots of ‘sustainopreneurship’.

Keywords: Entrepreneurs, Ethical-Behaviour, Sustainability, Sustainopreneurship.
Scope of the Article: Sustainable Structures