In an era where fashion trends change with the seasons, one founder is choosing a different path—a slower, more thoughtful one. Meet Salendra Gupta, the force behind Ecentric, a sustainable fashion brand making waves for its innovative use of hemp fabric and its commitment to eco-conscious living.
Building a Brand During Uncertainty
Launching a startup during the pandemic wasn’t part of the original plan—but it turned out to be the right moment.“When the world came to a halt, it made many of us reflect on our consumption patterns,” Salendra shared. “That’s when the idea of Ecentric took shape. I wanted to create something that’s good for people and better for the planet.”
With that goal, Ecentric began as an experiment in marrying sustainability with everyday utility. The brand’s foundation rests on hemp—a fabric often misunderstood but deeply efficient. According to Salendra, “Hemp uses significantly less water compared to cotton, is naturally resistant to pests, and produces a strong, durable fiber. It’s the future of sustainable fashion.”
But getting customers on board wasn’t easy.
“There’s a lot of confusion around hemp,” he admitted. “People often associate it with marijuana or think it’s only used for making ropes or sacks. Our challenge was to show them that hemp can be soft, breathable, stylish—and absolutely legal.”Ecentric’s designs aim to break this stereotype. From everyday wear to semi-formals, the brand has focused on creating pieces that combine comfort, aesthetics, and functionality. Each garment is thoughtfully packaged in eco-friendly materials, reinforcing the brand’s 360-degree sustainable ethos.
A Conscious Choice in a Value-Driven Market
While eco-fashion is trending globally, India’s value-conscious consumer base presents unique challenges.“Educating the market takes time,” Salendra explained. “People are becoming more aware, but affordability still plays a big role in their decision-making. We’ve worked hard to ensure Ecentric stays accessible without compromising on our core values.”This balance between ethics and economics is what gives Ecentric its staying power. Rather than rushing into flashy campaigns, the brand has built trust slowly—one order, one story at a time.
What’s Next for Ecentric?
Looking ahead, Salendra is optimistic. “We’re exploring other natural fabrics, expanding our product categories, and eyeing international markets—especially the US and Europe, where sustainable fashion is gaining serious traction.But he’s not in a hurry. “The goal isn’t to scale fast, but to scale right.”To young D2C founders, his advice is clear: “Start with something that people already understand and need. Nail that before jumping into the next trend. And always be honest with your customers—they can tell.”
Final Thoughts
At a time when fast fashion dominates retail and climate headlines grow more urgent, brands like Ecentric remind us that style and sustainability don’t have to be opposites. Through hemp clothing and a mission-driven approach, Salendra Gupta isn’t just changing closets—he’s challenging mindsets.
By- Priyanka Chatterjee
