The kidswear industry has seen an explosion of new brands, each claiming to offer sustainability, comfort, and affordability. However, this rise in fast fashion options has resulted in increased waste, harmful farming practices, and a growing carbon footprint. As a parent, navigating all these choices and making decisions that align with your values can be overwhelming.

Amidst this crowded scenario, Kiggle is taking a different way forward. Instead of just selling clothes, we are committed to creating a positive environmental impact with every garment. Because we believe that kids’ fashion doesn’t have to come at the expense of our planet’s future.

In the following, Shubham Kasera, our founder and CEO, shares how Kiggle is challenging the norms of fast fashion and leading the charge for a more sustainable, thoughtful approach to kidswear.

Q: Kiggle is known for its strong focus on sustainability. Can you share how your vision for the brand ties into reducing the environmental impact, especially concerning carbon footprint?

SK: I often wonder about the future, especially the kind of world my son will grow up in. Fast fashion has become the norm, with many brands prioritising profits over the planet. This realisation drove me to create Kiggle, a brand that not only makes beautiful clothes for kids but also strives to impact the environment positively. Through our conscious efforts, we want to inspire change and show that fashion can be ethical, transparent, and sustainable.

When we started, our research revealed how much waste the fashion industry creates. In many cases, continuous pesticide use in conventional farming even renders land unusable. So, opting for organic cotton became an obvious choice for us. It's gentle on children's sensitive skin and kinder to the Earth. We also ensure that every fabric we use is sourced from GOTS-certified vendors, guaranteeing that it meets the highest environmental and ethical standards.

But sustainability doesn’t stop at fabric for us. For instance, we use azo-free dyes and Earthmint wash, which makes the garments safe, long-lasting and antibacterial. We have partnered with a GOTS-certified factory and eliminated plastic packaging. From manufacturing to supply, we have integrated eco-friendly measures at every step.

There’s still much to be done. However, we are committed to innovation and adopting any practices that make our production cycle more sustainable.

Q: One of the key ways Kiggle stands out is through its use of organic cotton. How does choosing organic cotton contribute to reducing your carbon footprint?

SK: Before diving into organic cotton's benefits, I want to rewind a bit. As a young father, I was caught up in the marketing of big companies using terms like "Cotton Rich" and "Sustainable Materials." I thought I was buying something that was good for my son and kind to the planet. Unfortunately, I soon realised that these are "Greenwashing" tactics. Such companies didn't care about anything but profits.

On the flip side, Kiggle takes a different approach by using 100% organic cotton. We use only 100% organic cotton sourced from certified facilities. This choice is not just about providing safer, higher-quality products for your child but also about being kind to the Earth. 

Organic cotton farming avoids harmful chemicals and pesticides, ensuring the soil stays healthy for future crops and protecting the farmers who grow it. Beyond that, the durability of organic cotton means our clothes last longer, making them perfect for hand-me-downs and reducing the need for overproduction.

Q: Your brand also uses compostable corn packaging. How does this sustainable packaging play a role in lowering carbon emissions?

SK: From the start, our goal at Kiggle was to be mindful at every step. We explored multiple packaging options and had several team discussions. After much back and forth, I decided compostable corn packaging was the best choice for us.

At first, the obvious choice seemed to be the brown paper bags that many big companies use. They look eco-friendly, but they have a thin plastic layer inside, which makes them far from sustainable. That’s when I found out about compostable corn packaging. It looks and acts like plastic, but it’s 100% compostable and made from cornstarch. This felt like the right solution for Kiggle and the community that cares for the planet. Unlike plastic, which will sit in landfills for years, this packaging breaks down naturally.

We have also removed garment neck tags to cut down on unnecessary waste. So, overall, we are focused on keeping things simple and meaningful.

Q: Azo-free dyes are another unique aspect of Kiggle’s clothes. How do these dyes help in reducing your environmental impact?

SK:  Since clothes are in direct contact with our skin all day, as a parent, I wanted to ensure they are made with safe materials. That’s why we use Azo-free dyes, which are free from harmful chemicals. These dyes can produce beautiful, long-lasting colours while reducing toxic waste in the production process. So, these dyes were our top choice for keeping our collection colourful and safe.

Q: How does Kiggle's focus on pre-shrunk garments help reduce carbon emissions in the production process?

SK: I’ve personally experienced the disappointment of buying clothes that shrink after the first wash. It feels completely pointless as you can’t return them. So you either pass them on or throw them away, inadvertently adding to textile waste. At Kiggle, we pre-wash all our garments to eliminate shrinkage issues. 

This means parents can trust that our clothes will last, reducing the need to replace them frequently. It reduces the need to buy more, helping cut down on overproduction and, in turn, lowering carbon emissions.

Q: Beyond materials, what changes have you made in your production processes to further reduce carbon emissions?

SK: We are always looking for unique ways to reduce our carbon footprint. One simple change we have made is switching to email-only invoices. So, we have removed the need for unnecessary paper and ink. We have also rethought sizing. I have noticed that many brands in India make kids’ clothes way too big, maybe to avoid returns. 

But in reality, those oversized clothes often end up right back in the return pile. At Kiggle, we focus on getting the sizing right from the start. We include weight and height references to help parents choose the perfect fit. And because our clothes are durable, they are a good product for handing down. That is a small but significant step towards sustainability, and we’re genuinely proud of it.

Q: With the focus on a zero-waste approach, how has this model helped reduce Kiggle’s overall carbon footprint?

SK: We are working on making sure no fabric goes to waste. So far, our production process has left us with about 70 kgs of leftover fabric. Instead of discarding it, we are using it to create unique bag patches—each one different from the next. 

We are also exploring the idea of making charms in the future. It’s all part of our effort to stay true to our zero-waste mission while offering something special to our customers.

Q: How do you ensure sustainability in your supply chain to minimise carbon emissions at every stage?

SK: We focus on sustainability at every level, from factory processes to logistics. As mentioned, we are planning to upcycle fabric waste from production. Our delivery packages are 100% compostable, and we completely avoid sending physical bills. 

Also, by providing true-to-size garments with weight and height references, we help parents make more accurate purchases. This reduces returns and streamlines our shipping process to cut down on waste.

Q: What challenges do you face when trying to reduce carbon emissions in the kidswear industry?

SK: At Kiggle, we are figuring out new ways to improve our approach, but it takes time for everything to come along. For example, we want to replace the plastic buttons on our polos with a more sustainable option, like wooden buttons, but they tend to break easily. Finding a durable, eco-friendly alternative is something we are actively exploring.

Another challenge is that the market is flooded with fast fashion brands. Instead of overproducing, we want to focus on manufacturing in small batches. We want to offer reasonable prices that are lower than fast fashion brands without compromising on quality. To achieve this, we need to find the right partners who share our vision for sustainable, high-quality kidswear at affordable prices.

Right now, we don’t see other brands as competition because we are proud to offer 100% organic clothing at prices comparable to, or even lower than, some fast fashion options.

Q: Looking ahead, what exciting plans do you have for Kiggle to shrink its carbon footprint further?

SK: We want to remove our small dependence on plastic and are experimenting with a 100% natural dye. We are also exploring materials that require less water to grow and looking into natural ingredients for printing.

Q: Finally, how can your customers contribute to reducing the fashion industry's carbon footprint when choosing Kiggle?

SK: When someone chooses us, they are not choosing clothes for their child but for the next generation. Unlike other online brands, we are not just solving the need for one garment. We are working towards a better, more sustainable future. 

With the practices we have in place, we will only improvise, innovate and grow. I know how hard it is to trust kidswear brands in India, but with Kiggle, I hope to make that easier for all parents. When you choose Kiggle, you can trust the quality we offer.

Kiggle is an organic kids clothing store in India. We offer GOTS certified organic cotton clothes for children that is safe, comfortable and breathable. One of the top few brands for kids wear in India that offers premium basics at an affordable price point while being sustainable.

Competitors : Ed-A-Mamma India / Hopscotch India | First Cry India | Mackly India | Gini & Jony | Lilliput India | Nino Bambino | Little Kangaroos | MotherCare | Cucumber

Kiggle has been a trusted name for years, providing a range of kids wear clothes designed with your style and comfort in mind.