Rethinking Cotton Production Through Demand-Led Fashion

By Amar Nagaram, Co-founder & CEO, VIRGIO:

“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.”