About Rimagined

In the heart of the urban jungle, amidst the swirling tide of waste and environmental concerns, Shailaja Rangarajan dared to ask a question that would eventually shape a transformative journey. "Is segregating waste enough to solve the environmental crisis and landfills we are creating today?" With this query, she set the wheels in motion for what would become Rimagined, a beacon of conscious consumption and sustainability.

Shailaja's own evolution was a microcosm of the global awakening. A successful supply chain process consultant, she had lived a life familiar to many - a career-driven existence defined by travel and consumption. However, a pivotal realization dawned upon her one fateful day - her routine was gradually becoming an environmental burden. Fueled by this epiphany, she decided to relinquish her corporate life and dedicate herself to full-time volunteering in solid waste management (SWM).

As Shailaja dove into the complexities of waste management, the staggering statistics of waste generation in urban India struck her deeply. The nation was producing nearly 48 million tonnes of municipal solid waste annually, and the looming waste management crisis was a specter she couldn't ignore. The solution didn't just lie in segregation; it demanded an overhaul of the very consumption patterns that led to this catastrophe.

In April 2016, with an initial seed funding and a silent partner, Shailaja birthed Rimagined. At its inception, the brand operated as a reseller of upcycled products, bridging the gap between manufacturers and conscious consumers. But Shailaja's vision extended far beyond merely repurposing waste - it was about redefining consumption itself. She envisioned a world where consumption didn't deplete new resources but gave a new life to discarded products.

Central to Rimagined's mission was the empowerment of women from urban poor and rural sectors. These women, often without specific skill sets, were skillfully trained by Rimagined to create upcycled utility products. In doing so, the organization not only diverted waste from landfills but also facilitated these women's financial independence and identity.

However, Shailaja faced challenges. Upcycling was a relatively unknown concept in India, and misconceptions about product quality and pricing arose. Undeterred, Shailaja worked to build awareness and a paradigm shift in consumer mindset. Rimagined evolved, now boasting its own retail outlet in Bengaluru, where the ethos of upcycling and sustainability took tangible form.

Rimagined's journey involves meticulous processes, from sourcing waste to product design and creation, all while empowering women along the way. With each upcycled product purchased, the consumer becomes a part of this transformative journey, helping to divert waste from landfills and supporting the livelihoods of these women artisans.

Through dedication and determination, Rimagined has managed to divert close to a tonne of waste from landfills, demonstrating the profound impact of sustainable choices. Shailaja envisions the future with expansion, focusing on blending Indian heritage into designs and creating a flourishing ecosystem for the women who craft Rimagined products.

In a world driven by consumption, Rimagined stands as a testament to the power of conscious choices, community upliftment, and environmental stewardship. Shailaja's journey, from a corporate consultant to an environmental champion, embodies the idea that change is possible when individuals choose to make a difference. With Rimagined, she's reimagined the possibilities for a greener, more sustainable future.