Cotton T-shirts are gaining popularity amongst Indian customers. Around 87 per cent feel that cotton is the most comfortable apparel, compared to other man-made fibres.

According to the Cotton Incorporated Lifestyle Monitor Survey, around 85 per cent believe cotton to be most sustainable, trustworthy and soft, 83 per cent feel it is more authentic while 81 per cent term it as reliable material.

Consumers today also prefer t-shirts made of authentic natural fibers. In the survey research, about 59 per cent of respondents expressed about brands and retailers substituting man-made fibers for cotton in their t-shirts. Women are significantly more likely than men to be irritated by this.

Additionally, according to the data, around 65 per cent of the consumers are willing to pay a premium to keep their T-shirts cotton-rich. Additionally, more than 7 in 10 believe that better quality garments are made from natural fibers like cotton.