The fact that retailers are spotlighting sustainable brands is adding fuel to a small but emerging segment of the market.As brands scramble to find ways to distinguish themselves in an intensely competitive market, the prospect of additional promotion from major retailers could provide a significant push towards more sustainable practices.“It’s an emerging demand, and I feel that all these retailers and many more anticipate it because it will arise very quickly over the next few years.It's also not the first time retailers have flirted with sustainable commitments. It was an active conversation in the late 2000s that got derailed by the recession, but things have moved on since then, with climate change becoming a much more pressing social and political topic.Initiatives linked to sustainability also offer potential new revenue streams. For instance, launch of project SURE by Union Minister of Textiles, Smriti Irani, last year which is India's biggest commitment  towards sustainable fashion. SU.RE stands for ‘sustainable resolution’ — a five-point agenda for the industry to move towards fashion that contributes to a clean environment.