VIRGIO has announced the return of its ‘Eco-nic Fair ’26’, a five-day anti-sale initiative that redefines conventional fashion pricing through complete transparency.
Scheduled from 27 to 31 March 2026, the event will see the brand eliminate all mark-ups and margins, offering its entire collection at true cost price across both offline stores and digital platforms, including its website and app. Customers can avail price reductions of up to 70%, driven not by seasonal clearance but by the removal of traditional retail markups.
Positioned as India’s only cost-to-make fashion fair, Eco-nic Fair reinforces VIRGIO’s long-standing commitment to transparent pricing. Over the years, the brand has introduced detailed cost breakdowns on product pages, allowing consumers to understand the real value of fashion.
The initiative extends this philosophy by absorbing operational and platform costs during the event, enabling shoppers to engage with products at their actual production value. It also serves as a gesture of appreciation towards the brand’s growing community.
Speaking on the initiative, Amar Nagaram, Co-Founder of VIRGIO, said,
“Discounting has trained customers to question value. We’re doing the opposite, removing the margin to make value visible. When you strip away markups, you’re not just changing the price, you’re changing the conversation around fashion, what it costs, what it’s worth, and what we’ve all been conditioned to accept. Eco-nic Fair is not about selling more; it’s about building awareness, trust, and a more informed relationship between the consumer and the product.”
Beyond pricing innovation, VIRGIO continues to expand its sustainable and inclusive fashion ecosystem. The brand has grown its retail footprint across India, introduced its inclusive line Beyond The Curve in collaboration with Anjali Anand, and expanded into international markets such as the UAE.
It has also diversified into fragrance through its Amodira vertical and strengthened its sustainability positioning through its association as the Sustainable Fashion Partner for IIFA 2025.
With Eco-nic Fair ’26, VIRGIO positions itself at the forefront of transparent and conscious fashion retail. The initiative not only challenges traditional pricing models but also signals a broader shift towards trust, value clarity, and responsible consumption in the fashion industry.
