Innovation

No Nasties was founded by Apurva in 2011, with the mission to address the alarming rate of farmer suicides, particularly among cotton farmers. The brand ideated promoting classic, fashionable pieces while incorporating sustainability.

No Nasties exclusively uses 100% organic cotton in its clothing, eliminating GMO (Genetically Modified Organisms) seeds and synthetic chemicals in the agricultural process. Conventional cotton farming consumes 16% of all insecticides globally, with India accounting for almost 50% of total pesticide use on just 5% of the land. Additionally, cotton is highly water-intensive. No Nasties' determination to use 100% organic cotton not only benefits the environment by reducing pesticide and improving overall water supply and food produce, but also supports farmers by lowering input costs. This innovation meets the SDG criteria of No Poverty, that is farmers do not have to depend heavily on debts for their 'bread and butter' and can make a living by producing organic cotton.

To further its environmental commitment, No Nasties measures and offsets the carbon footprint of each product through investments in carbon offset projects. The brand also promotes a "planet positive" approach by planting three trees for every purchase. Embracing a circular system, No Nasties prioritizes recycling and creating new clothes from existing ones, avoiding downcycling. Through these initiatives, No Nasties strives to make a meaningful impact on both the environment and the well-being of cotton farmers.

A day out at No Nasties, soaking in the perfect setting and learning more about the small steps taken for a better future.

Inspiration

"It is a social cause although it looks like a fashion brand"

After dedicating 12 years to a successful career as a software engineer in the United States, Apurva came across a pressing issue: the shocking rate of farmer suicides in the Indian cotton industry. Statistics revealed that a farmer took their own life approximately every half an hour. Motivated by a desire to contribute to a cause greater than financial success, Apurva founded No Nasties, to address and combat this tragic problem.

Cotton holds a significant position in the Indian production industry, particularly in the fashion industry. Cotton predominantly grows in the western region and is often referred to as the "cotton belt of India". However, the journey from cotton cultivation to the final fashion output is far from seamless. Over time, this region has earned a bad reputation as the "suicide belt" due to a variety of challenges. Unpredictable weather patterns, along with irregular rains, have disrupted cotton production, leading to erratic cycles of surplus and destroyed output.

Adding to the issue, the expenses associated with cotton farming—such as fertilizers, pesticides, and seeds—have been consistently rising. Farmers, often dependent on loans to fund their operations, find themselves in a precarious situation. The unpredictable climate and ever-rising costs make it difficult for them to repay their loans, ultimately pushing some to the tragic point of suicide.

Recognizing these pressing issues, No Nasties has taken a proactive stance by establishing fair trade practices. This approach aims to address the root causes of farmer distress, ensuring a more sustainable and equitable ecosystem for those involved in cotton production in the Indian fashion industry.

Overall impact

Founded with the primary goal of aiding farmers, No Nasties has evolved into an entity that transcends its initial purpose, creating impacts well beyond the agricultural sector. The founder rightly emphasizes the dual nature of these impacts: direct and indirect. In a direct sense, the lives of farmers are positively influenced through the direct purchase of organic cotton. No Nasties adheres rigorously to Fair Trade practices, empowering farmers with better prices, improved working conditions, and fairer deals, ultimately enhancing their overall quality of life.

Indirectly, No Nasties has cultivated an ecosystem that pioneers sustainable fashion in India. The company operates on a planet-positive model, ensuring that each purchase contributes positively to the environment (with three trees planted for every transaction). Aligning with this ethos, No Nasties actively minimizes its carbon footprint through the use of organic cotton and a localized supply chain. To neutralize any remaining carbon footprint, the company invests in significant carbon offset projects, including solar power, wind energy, and reforestation.

The cumulative impact of No Nasties' efforts is evident in the numbers: saving 35,115,753 liters of water, offsetting 687,297 CO2e, and planting 136,386 trees. These achievements not only align with the company's commitment to sustainability but also contribute to making the world a better place for all.

Business benefit

Envision a quaint village nestled in the lush landscape of Goa, renowned as the Land of Flowers and affectionately dubbed as the "Artists Village". Here, amongst the rich greenery, stands a meticulously restored 125-year-old house, with the timeless allure of stained glass windows and elegant wooden beams. Well, this is No Nasties, snuggled in the chic village of Assagao, narrating a rich history while setting the stage for a promising future. This setting stands testament to the brands' commitment to heritage and sustainable progress.

No Nasties started as a bootstrapped venture on a small scale. Today, the brand boasts a dedicated team of nearly 20 sustainability enthusiasts (employees), who are contributing positively to the entity and its goals. Beyond its external impact, No Nasties has fostered a positive work culture where employees receive above Goa market-standard pay, encouraging both retention and attraction of talent that aligns with the brand's sustainability values.

No Nasties caters primarily to the Indian market, showcasing a collection of timeless, classic designs along with a couple of trendy pieces. This curated selection, combined with the overall setting, works like a charm in enhancing the customer experience. While the brand has made a mark in tier 1 cities like Mumbai, Delhi, and Bangalore, it is now focusing on expanding its reach to tier 2 cities. The brand has also made its presence felt globally, especially in the US, the UK, and in Australia. On average, the brand charges somewhere between the range of Rs.2000 to Rs.2500. It offers sustainable fashion not just for men and women, but also extends its ethos to children's clothing.

Although specific revenue figures were not disclosed, the founder takes pride in the brand's success in sustaining itself for over a decade. With an optimistic outlook, No Nasties anticipates a growing demand for its sustainable offerings.

Social and environmental benefit

In addition to the previously mentioned impacts, No Nasties extends its positive influence to society and the environment through various initiatives.

Adhering to Fair Trade practices creates a ripple effect, motivating farmers to make better choices in financing and agricultural practices, leading to improved living standards. The decision to avoid insecticides and fertilizers enhances soil quality, crucial for the growth of organic produce. Moreover, organic cotton production significantly reduces water usage compared to conventional methods.

Implementing a local supply chain empowers various stages of production, benefiting both the environment and society. These measures substantially decrease the brand's carbon footprint. To eliminate any residual footprint, No Nasties invests in carbon offset projects, including solar power, wind energy, and reforestation. The brand adopts plastic-free packaging and carbon-neutral shipping, further contributing to environmental sustainability. Planting three trees for every purchase is another impactful step towards promoting afforestation. Beyond its immediate impact on farmers, No Nasties has contributed to employment opportunities in Goa. The brand's success has also catalyzed the entry of new players into the sustainable fashion industry, fostering competition and empowerment across various levels.

No Nasties has successfully spearheaded a consumer movement, inspiring conscious choices not only in clothing but also in opting for organic produce and environmentally friendly products.

Interview

Apurva Kothari, Founder