Bengaluru, India, Mar 26: VIRGIO, the sustainable fashion-tech brand, is set to reintroduce its most defining initiative, the ‘Eco-nic Fair ’26’ Anti-Sale, a bold reset on how fashion pricing is perceived. Positioned as India’s only cost-to-make fashion fair, Eco-nic challenges conventional retail by putting transparency at the center of the shopping experience.
From March 27th to March 31st, the five-day event will see VIRGIO remove all mark-ups and margins, offering its entire range at true cost price across both its offline retail stores and online platforms, including virgio.com, the VIRGIO app, and leading marketplaces. Customers can expect price drops of up to 70%, not driven by seasonal clearance but by the elimination of traditional retail markups.
Over the past two years, VIRGIO has been bringing transparency and the true cost of fashion to the forefront, even offering detailed cost breakdowns on each product page. Eco-nic Fair is a natural extension of this philosophy. Positioned as a direct gesture of gratitude to its community, the initiative reinforces the brand’s belief that conscious commerce should be both accessible and honest.
In an industry where inflated pricing and aggressive discount cycles have become the norm, VIRGIO’s approach signals a deliberate shift. The Eco-nic Fair builds on the brand’s ongoing commitment to cost transparency by extending that philosophy into action. During the event, VIRGIO absorbs operational and platform costs, allowing customers to engage with fashion at its actual production value.
Amar Nagaram, Co-Founder of VIRGIO, states, “Discounting has trained customers to question value. We’re doing the opposite, removing the margin to make value visible. When you strip away markups, you’re not just changing the price, you’re changing the conversation around fashion, what it costs, what it’s worth, and what we’ve all been conditioned to accept. Eco-nic Fair is not about selling more; it’s about building awareness, trust, and a more informed relationship between the consumer and the product.”
Over the past few years, VIRGIO has steadily built a model where sustainability and scale coexist. This includes the growth of Beyond The Curve, its inclusive fashion line co-created with actor Anjali Anand, its expansion into the UAE market, and a rapidly growing network of 7+ physical retail stores across key cities in India, alongside a strong digital presence.
The brand has also extended its design philosophy beyond apparel through Amodira, its fragrance vertical rooted in Indian cultural narratives and sensory storytelling. Its association as the Sustainable Fashion Partner for IIFA 2025 further amplified its commitment to embedding sustainability within mainstream, global-facing platforms.
As VIRGIO continues to evolve, its focus remains consistent: building a fashion ecosystem that prioritizes integrity, inclusivity, and transparency. The Eco-nic Fair ’26 is not just a retail moment, but a statement on the future of pricing, consumption, and trust in fashion.