Innovation

Twirl is a model that has never been done in India. It collects used fabrics and upcycles them to create a new product. Twirl motivates people to send unwanted clothing to twirl by rewarding them for their efforts and contribution.

Twirl distributes clothing made from some contributions to those who need it in slums and remote villages. It uses the remaining fabric to be upcycled and created into an eco-friendly line of goods, including bags, accessories, gift items, etc. while having an all-women workforce.

Inspiration

In the words of Sujata, “After facing a very unusual problem and that was my wardrobe too full of clothes, many of which are not going to be used again, So after doing research among the friends and family on how to mitigate this issue and I have realized that everyone as well is facing the same trouble and no one knows the solution. “On doing online research to address my troubles, I found out that fabric wastage is a huge social and environmental concern, and it is even mentioned in the World economic reports as a global issue, stating that around 60% of the clothes that are being produced now are not utilized and are ending up in a landfill. Though in a country like India, it can also lead to social disparity, hardly anyone is working on it, and it is a well-kept secret. This motivated me to work on my solution by starting the Twirl store”.

Overall impact

Though Sujata never planned to have a start-up during education, she was led into it after realizing the number of people affected by the filled-up wardrobes and their environmental effects. She started Twirl. Store and manage it all on her own, facing a lot of opposition. This motivated her to work the Twirl operating on an international scale with a team only consisting of girls, as Sujata proudly presents her team as an ‘all girls team.’

As previously, many people do not know what upcycled products are and believe that upcycled or recycled products are second-grade items. Twirl has busted this myth and normalized the usage of upcycled products through its fine craftsmanship. And it made people realize that eco-friendly, upcycled, and handcrafted products are as good, as readily available, and affordable as regular products.

Business benefit

In the world of Sujata, “ Twirl works on a model of converting ‘waste to wonder’ or ‘waste to wealth’ by collecting what is perceived a waste by the urban population, i.e., unwanted fabric or unwanted clothing, which is reused to create a new range of products which are commercially available for individuals and organizations through its E-commerce site “Twirl. store” and available in retail outlets in Kolkata as well. Twirl’s significant sales come from its B2B sales, selling its products to various institutes and organizations.

“Marketing strategies at Twirl are nearly null, as it has gained popularity through its work for society. And it has achieved a loyal customer base through its quality standards.

The upcycled products are suitable for consumers and organizations and can be delivered in bulk orders or for corporate gifting purposes. Twirl store has even begun to export their products to various countries. The Twirl store products are priced between 200 rupees to 900 rupees, so they are affordable for everyone.

Social and environmental benefit

Twirl is a model from which society and the environment will benefit. It motivates people to send unwanted items of clothing to twirl. A part of the contributions received will be donated in the slums and rural areas to those in need. And the rest of the material is upcycled and remade into a new range of eco-friendly, handcrafted products by rural women, providing them with a livelihood. Thereby, Twirl store was able to cater to the need of the less fortunate and ensured women’s empowerment.

Twirl store not only reduced fabric wastage but also conserved natural resources such as water used during fabric manufacturing.

Interview

Sujata Chatterjee, Founder