On World Cotton Day, Amar Nagaram, Co-founder & CEO of VIRGIO, shares his perspective on cotton’s enduring relevance in India and how the conversation around the fibre is evolving with demand-led fashion and smarter production.
Cotton has long been one of India’s most important fibres, deeply woven into the country’s fashion and textile heritage. Known for its breathability, softness and versatility, cotton remains particularly well suited to India’s climate while continuing to adapt to changing consumer preferences and contemporary fashion.
However, as the fashion industry evolves, the conversation around cotton is moving beyond the fibre itself to also consider how intelligently it is produced and consumed.
Amar Nagaram, Co-founder & CEO, VIRGIO
According to Amar Nagaram, Co-founder & CEO, VIRGIO, traditional forecast-led manufacturing can create challenges when brands produce large quantities before they have a clear understanding of consumer demand. This can result in excess inventory and resources being committed to products that may not ultimately find demand.
“Cotton has long been one of India’s most important fabrics, deeply woven into our fashion and textile heritage. Its breathability, softness and versatility make it especially suited to India’s climate, while its ability to adapt across everyday and contemporary fashion keeps it relevant year after year. But the conversation around cotton must also consider how intelligently we produce with it. When brands manufacture based on forecasts, they risk excess inventory and resources being tied up in products before demand is understood. At VIRGIO, our Made-On-Demand model uses real-time consumer signals to test styles in smaller quantities, learn from demand and scale what works. For us, better fashion starts with making better-informed production decisions.”
— Amar Nagaram, Co-founder & CEO, VIRGIO
From Cotton Heritage to Demand-Led Fashion
India’s long-standing relationship with cotton continues to shape the country’s fashion landscape. At the same time, changing consumer behaviour and advancements in technology are encouraging fashion brands to rethink traditional production models.
Demand-led approaches such as Made-On-Demand seek to bring production closer to actual consumer demand. By testing styles in smaller quantities and using real-time consumer signals to understand what resonates, brands can make more informed decisions about what to produce and at what scale.
For the fashion industry, this represents a broader shift — from simply producing more to producing with greater intent and better information.
As cotton continues to hold its place in India’s fashion story, the future of the fibre may increasingly be shaped not only by its versatility and appeal, but also by how thoughtfully the industry chooses to produce with it.
