Built by 17 year old Niharika Dujodwala - Rewoven is a circular fashion initiative based in Mumbai that aims to redefine the perception of second-hand clothing in India. By collecting unused garments and collaborating with local artisans to upcycle them into contemporary, high-quality pieces, Rewoven transforms textile waste into a medium for creativity and connection.

The Problem: Increasing Textile Waste Across India

In India, the second-hand apparel market faces a unique cultural challenge:

• Social Stigma: While thrift culture thrives globally, in India, wearing pre-owned clothes is often associated with financial necessity rather than a conscious lifestyle choice.

• Environmental Impact: The Indian textile industry generates approximately 7,800 kilotons of waste annually. Currently, less than a quarter of this is recycled into low-quality yarns, with the rest ending up in landfills or being incinerated.

• The Gap: There is a lack of localized platforms that provide curated, stylish, and culturally relevant upcycled fashion for the conscious Indian consumer.

  
  

"I wanted to reframe how people saw used clothes, not as leftovers, but as resources for creativity and connection."

The Solution: Reimagining Thrifting As Unique Luxury Buys

Rewoven bridges the gap between sustainability and style through a circular model:

• Upcycling Collaboration: Partnering with local tailors and artisans to rework donated garments into modern, one-of-a-kind designs.

• Curation & Exhibitions: Using small-scale exhibitions and pop-ups to showcase upcycled fashion as aspirational and trendy.

• Reframing Perception: Moving the narrative away from "used" clothing toward "renewed" resources that support local livelihoods and reduce environmental footprints.

  
  

"Each collection can highlight Indian craftsmanship - turning thrifted material into couture that tells a story."

The initial phase of Rewoven focused on proving the viability of a local upcycling ecosystem in Mumbai. During the first collection drive, the project saw significant community engagement. The donated clothes were handed over to a network of local tailors, who collaborated with Niharika to rework the materials into contemporary designs. These were then sold to college students through small pop-up events.

Rewoven’s long-term ambition is to evolve from a series of local drives into a nationwide movement that shifts the cultural narrative of India's fashion industry from "disposable" to "circular." The plan involves scaling the business model beyond physical showcases to a robust online platform that seamlessly connects donors, artisans, and conscious buyers. As the brand grows, the product line will expand to include upcycled accessories and home textiles, further reducing the environmental footprint of urban households.

Ultimately, Rewoven aims to redefine the relationship between Indian consumers and their wardrobes, creating a future where re-wearing and upcycling are celebrated as signs of creativity and status, while simultaneously providing sustainable livelihoods for the local tailoring communities that form the backbone of the industry.

Watch Niharika Dujodwala's Demo Day Pitch: