Purpose The application of indigo dyes in the denim industries has been criticised due to the introduction of non-renewable oxidation products into the environment. Previous studies have investigated that reducing sugars can be used as green alternatives to sodium dithionite in the indigo dyeing of cotton fabric owing to their reduced and stable redox potential in the dye bath. The purpose of this study was to dye denim cotton fabric with indigo dye using various reducing sugars and alkalis. The use of sucrose and potassium hydroxide (KOH) for indigo dyeing has been explored for the first time. Design/methodology/approach A mixed factorial design with four variables including alkali, pH, number of dips and type of reducing sugar at different levels was studied to identify a significant correlation between the effect of these variables on the colour strength and fastness properties of the dyeings. Findings Investigations were made to examine the significant factors and interactions of the selected responses in the eco-friendly dyeing method. This process has the potential to reduce the load of sulphite and sulphate generated in the dyebath due to the use of a conventional reducing agent, sodium dithionite. The colour strength of the dyeing reduced with fructose was found to be better than other reducing sugars and significantly influenced by the number of dips, pH levels and the interaction between pH and reducing sugars. Using fructose for indigo dyeing with two dips at a pH of 11.5, using KOH as an alkali, results in higher colour strength values. The fastness properties of the indigo-dyed sample with reducing sugars ranging from fair to good or good to excellent. Specifically, colour change receives a rating of grey scale 3–4, staining 4–5, dry rubbing 4 and light fastness 3–4. These assessments hold true across various factors such as the type of reducing sugar, alkali, pH and the number of dips. The optimised parameters leading to improved colour strength and fastness properties are also discussed. Originality/value This dyeing technique is novel and a green alternative to dithionite denim dyeing. This process is found to be useful for indigo dyeing of denim fabric leading to reduced and stable redox potential in the dyebath and acceptable colour strength of the dyed fabric.