Thrift culture in India has come a long way from being a marker of economic constraint and necessity to a thriving trend fuelled by sustainability, aesthetics and social media, especially among the younger generations.
What was previously a quiet practice of hand-me-downs, the idea of second-hand clothing has transformed across the country. Thrifting used to be overshadowed by societal perceptions and stigma, but now it is a statement of individuality and sustainability. “Thrifting was never really seen as cool. If anything, it was seen as something you did only if you couldn’t afford better,” says fashion columnist Nitin Bage in his Medium piece, Why It’s More Than Just Cheap Fashion.
What is thrifting?
Thrifting refers to purchasing second-hand goods, typically clothing, furniture, or accessories, that are still in usable condition.
Thrift stores put together their inventory carefully, ensuring quality and style. The economics behind thrift shopping is straightforward yet powerful- you are getting goods at a fraction of their original price while preventing wastage and supporting an economy that focuses on reducing waste by reusing, repairing, recycling, and regenerating products and materials in a closed-loop system.
“Only a few years back, it was unlikely for anyone above the lower strata to wear second-hand or rejected clothes. But that story has changed,” says Riya Rokade, founder of Vintage Laundry, a Mumbai-based Instagram thrift store she launched in 2020 while studying styling. Demand has surged as “people moved towards thrifting owing to the price factor and a wide variety of options,” she told Local Samosa.
Most Indian thrift stores emerged after 2018-19, with social media playing a key role in their rise and sustained popularity. Stores like Believe It Thrift It in Ahmedabad, and Curated Findings in Delhi, emerged in 2019-2020, assembled by owners who were inspired by Instagram trends.
Today, young creators and thrift shop owners display carefully curated ‘drops’, vintage hauls, and thrift-flipped looks that wouldn’t be out of place on Pinterest boards. “Our customers are mostly drawn to our alternative designer streetwear style rather than sustainability. Even though thrifting in itself is sustainable, we also promote circular fashion where we encourage our customers to reuse and repurpose clothes,” say Yashodev Sushil and Karthik Aditya, the founders of Instagram thrift store Designer Habitsss. From pricing based on added value to emphasising individuality, stores like theirs are reconfiguring resale.
As sustainability grabs the spotlight in the fashion industry, a new wave of consumers is reshaping style choices. Gen Z, in particular, is gravitating towards thrift shopping as a way to express individuality while promoting eco-friendly practices.
With growing awareness of the downsides of fast fashion, this generation is not just looking for unique pieces but also factoring in the ethical footprint of their purchases. Each pre-owned purchase becomes a small act of resistance against mass consumerism, fostering a culture that prioritises long-term impact over fleeting trends. “Mainstream fashion doesn’t offer sustainability, but thrifting lets you explore that. When you thrift clothes, when you buy second-hand, you have the option of giving life to something that was discarded. It’s a personal lifestyle choice because you can help the environment, help people around you and still do so much with thrifted fashion- it’s not limiting you in any way,” says Shannah Jacob, an avid thrifter residing in Dehradun.
The rise of thrift culture in India is leading to sustainable choices, but it is also appealing to those who seek self-expression. Thrifting has also cultivated a sense of community among shoppers, with many people forming friendships and connections through their shared love of second-hand. "Thrifting helps me express myself because the way that I wear what I want to wear shows who I am as a person, to an extent. It’s a very good conversation starter too,” says Dhruv Raghunath, a 19-year-old student residing in Bangalore.
For any first-time thrifter, concerns about hygiene top the list. But with the industry becoming more structured, it is actively working to change that mindset. The industry as a whole has replaced unaesthetic vocabulary like ‘used clothes’ and ‘second-hand’ with the likes of ‘preloved’ and ‘pre-owned’. The evolving terminology around the industry has made it more mainstream and acceptable. Sellers accept only clean, washed clothes from individuals. After a rigorous quality check, these undergo another round of laundry before being put up for sale.
Financially speaking, thrift shopping offers immediate financial relief- money that stays in your wallet rather than being lost to hefty retail markups. Thrift shopping delivers greater value per rupee spent, as the satisfaction of scoring a bargain surpasses the shrinking returns on new branded purchases. The pre-loved items might offer a unique aesthetic and economic satisfaction, especially for younger consumers and students.
Thrifted items often stand out because they provide an opportunity to find one-of-a-kind pieces that are not available in mainstream retail outlets. This exclusivity adds a layer of originality that branded items typically lack. "The clothes that you get right now are all mostly fast fashion, and they don’t have any personality like if you go to, say Westside, they’re all the same kind. It’s clothes that I wouldn’t want to wear, and the only places where I can get the clothes that I would want to wear are either not in production anymore, or they just don’t sell them in India. So the only way you can get those in India is to get them second-hand or thrifted," Dhruv shares.
Despite the growth of online thrifting, traditional second-hand markets continue to be cherished. Delhi’s Sarojini Nagar, Mumbai’s Mangaldas Market, Guwahati’s Fancy Bazaar, and Chennai’s Moore Market are go-to destinations for strategic shoppers seeking fashionable yet affordable clothing. These lively hotspots offer a wide range of second-hand apparel, fulfilling the demands of a broad audience that values thrift shopping.
Thrifting in India has evolved from a budget-bound fallback to a conscious and thoughtful lifestyle. It has now become a favourable alternative for sustainability advocates, economic consumers, and fashion enthusiasts. This shift indicates a larger cultural movement rooted in the intersection of self-expression, cost-awareness and environmental ethics.
