About No Nasties

In the city of Mumbai, there lived a dynamic duo with a vision that would change the way people thought about clothing. Apurva Kothari and Diti Kotecha were more than just friends; they were the co-founders of a revolutionary startup known as "No Nasties."

Their journey into the world of ethical and sustainable fashion began with an alarming realization. Apurva, who had spent a decade in the United States working in technology management, came across an article that shook him to his core. It highlighted the dire plight of cotton farmers in India's infamous "Suicide Belt." Every half an hour, a farmer took their own life due to the crushing burden of debt and despair. This revelation left a deep mark on Apurva's soul, and he knew he had to do something to make a difference.

As he delved deeper into the issue, Apurva discovered the potential of organic and fair trade clothing to transform the lives of these farmers. However, there was a significant challenge – the lack of demand from consumers for such products in India. Determined to bridge this gap, he decided to take the plunge into the world of ethical fashion.

Apurva's background in technology and Diti's expertise in design, photography, and urban organic farming made them a perfect team. They shared a passion for Ultimate Frisbee, which had brought them together in the first place, and now they were about to embark on a journey that would blend their skills and values into something extraordinary.

No Nasties was not just another clothing brand; it was a social business with a powerful mission. Apurva and Diti aimed to create a consumer movement for organic and fair trade products in India, starting with their line of t-shirts. They believed in meeting customers where they were, not trying to change their lifestyles but offering them a better choice.

Every step in the creation of a No Nasties t-shirt was marked by a commitment to sustainability and ethics. From the organic cotton fabric to the eco-friendly color dyes, from the fair trade-certified supply chain to the original prints created by a community of artists and graphic designers – every detail was carefully crafted to make a positive impact on the planet and the people who produced the clothing.

The No Nasties team launched their venture in mid-April 2011, based in the lively neighborhood of Juhu in Mumbai. Their products were not only sold through their e-commerce store but also available in multi-designer retail stores across four cities in India. They believed that a strong online presence allowed them to reach a global customer base and, more importantly, connect with their customers directly, sharing the story behind their brand.

Despite being a small team consisting of only Apurva and Diti, they received immense support from friends and family. Apurva's wife, Shweta, played a pivotal role in perfecting the fits of their t-shirts, ensuring they were not only ethical but also stylish. Additionally, a community of talented designers contributed original artwork that adorned their tees, making them truly unique.

The journey was not without its challenges. The initial hurdles included identifying a trustworthy organic and fair trade supply chain, which meant visiting factories across the country to assess their motives and working conditions. But Apurva and Diti persevered until they found partners who shared their commitment.

No Nasties was founded on the principle of "Stylish + Sustainable." Their products weren't just ethical and eco-friendly; they were also incredibly comfortable and stylish. The name itself was a promise to customers – no harmful products, no exploitative practices.

While they were India's first 100% fair trade t-shirt brand certified by Shop for Change, Apurva and Diti welcomed competition in this space. They believed that more brands entering the field would increase the social impact and help create a larger consumer movement for fair trade.

Their journey was marked by highs and lows. The satisfaction of receiving compliments from customers about the quality and comfort of their t-shirts was a constant high. The press coverage they garnered helped spread their message far and wide. Being selected by Unltd India as one of their investees validated their mission.

Looking ahead, Apurva and Diti had big plans for No Nasties. Their goal was to make a triple impact – financial success, a larger social footprint, and a positive environmental contribution. They aimed to fuel a movement for organic and fair trade products, expanding their product range, and reaching out to more customers through retail stores and events.

Their recipe for success was simple yet powerful: create products that customers loved, make them see the benefits of ethical and sustainable choices, and watch the company grow. They knew they had to work hard, sleep less, and, most importantly, stay true to their values.

As Apurva and Diti continued their journey with No Nasties, they remained committed to their vision of a couture-conscious world where every t-shirt sold promised a better deal to the farmer, the planet, and our future. Their story was one of passion, purpose, and the belief that fashion could be a force for good in the world.