From Nykaa to Ethicus, brands go ethical, organic to lure luxe millennial

Digital media has spawned a slew of small home-grown labels that offer sustainability at a premium

What is it that you pay for when you buy a ‘hand crafted’ natural bar of soap for Rs 350 (nearly three times the average price of a regular soap) or Rs 8,000 for an organic and traditionally woven dupatta? Apart from the tangible benefits, it is the brands’ intangible promise of ethical manufacturing practices, healthier lifestyles and concern for the environment that consumers are opening up their wallets for.
 
Sustainable consumption is what consumers want today, especially the conscious millennial, say multiple consumer behavior reports. And as the young consumer declares a desire for sustainability—of the environment, of