Before sunrise each day, 26-year-old Astha Chhetri begins work on her online secondhand clothing business by reviewing supplier lists, checking shipping updates and preparing inventory for sale on social media.By evening, she is still working, photographing garments, uploading promotional videos and responding to customer inquiries through Instagram and messaging applications.

What began as a side business while employed at a low-paying call centre has now become her primary source of income.“I was not enjoying my job, neither mentally nor financially,” Chhetri said. “I wanted to build something of my own.”Across India, a growing number of young people are entering the secondhand and vintage clothing trade as economic pressures, unemployment and social media platforms reshape informal retail markets.

Many sellers operate independently through Instagram, WhatsApp and online marketplaces, sourcing clothing from wholesalers and street markets before reselling items directly to consumers.India’s secondhand clothing market is estimated to be worth approximately ₹33,000 crore annually, driven largely by younger consumers seeking affordable and distinctive fashion options.

Buyers are typically students and early-career professionals navigating rising living costs and limited disposable income.“I love browsing Instagram for unique hoodies and tees,” said Ananya Khan, a 21-year-old college student in Delhi. “I usually spend ₹800-₹1,500 per item.”The expansion of resale fashion coincides with persistent employment challenges among young Indians.

According to India’s Periodic Labour Force Survey, roughly 10% of people aged between 15 and 29 were unemployed in 2025.For many participants, online thrift retail offers lower barriers to entry than formal employment or traditional business ownership. Startup costs are relatively limited, working hours are flexible and payments can be received immediately through digital transaction systems.

Vishu Roy, 22, operates a thrift store near Sarojini Nagar Market, one of the capital’s best-known clothing markets. He said the business started informally using modest savings and family assistance.“I started with just ₹5,000-₹10,000 in savings from part-time work and family help,” Roy said. “I saw people buying old clothes in markets and realised they could be resold. Now, it is my main income.”Roy initially sold clothing online before opening a small retail outlet.

He now spends much of the day managing social media engagement, uploading short-form videos, responding to customers and tracking deliveries.“I always check his Instagram drops first thing,” said Rohan, a 23-year-old digital marketing assistant who purchases vintage clothing online.

“Sometimes I even wait to snag rare pieces before they sell out.”Roy said maintaining visibility on social media platforms is critical for survival in the business.“If you stop posting, you disappear,” he said. “Consistency is everything in this business.”Most independent thrift sellers manage every stage of operations themselves, including sourcing, photography, marketing, customer service and logistics.

While the business can generate strong returns during periods of high demand, sellers say income remains inconsistent and heavily dependent on platform algorithms and consumer trends.“Some months are great, others slow,” Roy said.

“But it is still better than waiting for a job that doesn’t come.”Instagram has become particularly important within India’s resale clothing market, allowing sellers to advertise directly to customers nationwide without physical storefronts. However, dependence on digital platforms also creates vulnerabilities. Sellers say changes in visibility, account reach or online engagement can quickly affect revenues.

“Around 70% of my sales come from Instagram,” Chhetri said. “If reach drops, sales drop too. One bad week on the algorithm can hurt the whole month.”Despite the growth of online sales, Delhi’s street markets remain central to the supply chain. Markets including Sarojini Nagar and Janpath Market serve as sourcing hubs where traders purchase export surplus garments, factory rejects and unsold inventory for resale online.

Abhin Bougia, 22, from Jammu, entered the business in 2021 alongside his cousin using ₹1,000 in initial capital.“We started from nothing,” Bougia said. “We bought a few pieces, took photos, posted them on Instagram and WhatsApp and called it our first ‘drop’. That’s how it began.”Bougia said revenues fluctuate sharply depending on inventory and consumer demand.“Once, I made ₹35,000 in a single day,” he said.

“But sometimes, clothes take months to sell.”Unsold inventory remains one of the largest financial risks for independent resellers. Sellers often purchase items without guarantees they will attract buyers online.“Sometimes you buy stock for ₹1,500 and can’t sell it at all,” Bougia said. “If it doesn’t move, you are stuck with dead stock.”Market vendors in Delhi say the growing resale trend has increased demand for surplus and export-quality garments among younger traders.

“People come early in the morning, pick the best pieces and sell them online later at three times the price,” said Adarsh Kumar, a market trader.Much of the inventory originates from export-surplus supply chains, where garments originally produced for overseas brands enter informal domestic markets through wholesalers and distributors.

Roy said he has also begun importing some inventory directly from suppliers in China and Bangladesh.“Surplus are factory rejects that may have a small defect, or cancelled order,” Roy said. “Thrifted pieces are part of export consignments. Most people don’t know the difference, but it matters for quality and price.”For Chhetri, sourcing remains both the largest operational expense and the greatest commercial risk.

“I import clothes from abroad and pay customs and shipping,” she said. “Sometimes I even hire a local guide when sourcing overseas. It is a detailed and expensive process.”Economists say the rise of informal resale businesses reflects broader structural pressures in India’s labour market rather than a shift toward stable entrepreneurship.

Arup Mitra, an economics professor at South Asian University, said many young people turn to such work because formal employment opportunities remain limited.“This is not a gainful activity,” Mitra said. “Young people turn to such ventures only when other productive avenues are unavailable.”Sellers also report increasing exposure to fraud, payment disputes and unreliable customers.

Bougia said fake digital payment confirmations and fraudulent transactions are common risks in the online resale market.“People send fake UPI screenshots,” he said. “You have to check your account before trusting anyone.”Despite the growing marketing emphasis on sustainability and circular fashion, several sellers said environmental concerns are not the main factor driving purchases.

“People buy for style, not the planet,” Chhetri said.Roy, who specialises in vintage band T-shirts, said consumer demand is still primarily fashion-driven.“It’s mostly about fashion,” he said. “Sustainability comes later, if at all.”Late each evening, Roy continues responding to customer messages involving pricing, sizing and delivery details while preparing new promotional videos for the following day’s sales cycle.

“There is no certainty,” Chhetri said. “Every day is different, some good, some bad. But for now, it works.”