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India is the second largest global textile manufacturer and its apparel market is expected to grow yearly at 11.1% (CAGR 2019-2021). The nation accounts for 74% of global organic clothing production which has gained momentum recently due to increasing awareness on health and environmental hazards associated with conventional clothing. Organic apparel is made from fabrics produced in the absence of chemicals and pesticides. Organic fabric retailers are becoming responsible and adopting ethical values to remain competitive in changing market scenario. Limited purchase of organic clothes in domestic market is alarming and gained attention of scholar. Hence, current study explored sustainable practices followed by retailers and consumers towards consumption of organic apparel product in India. A qualitative approach is adopted to identify key determinants from research gap in literature. Semi structured interview was conducted with a group of organic clothing retailers to gain insight into consumer purchase behavior. Content analysis was carried out to analyze emerging themes and subthemes. Conceptual framework has been developed. Findings indicate that Green price, Green advertisement, Green knowledge and Green perceived value as critical influencers. Suggestions are made to encourage sustainable practices towards consumption of organic clothing for the betterment of surrounding and society.