Rimagined was started by Shailaja Rangarajan in 2016. A business consultant with around 15 years of experience, Shailaja volunteered to work in solid waste management (SWM). While working there, she realized the crisis that humans were creating for themselves with the kind and volume of garbage that was generated. Urban India today produces nearly 48 million tonnes of municipal solid waste annually. Only 9% of recyclable waste actually gets recycled the world over. Add to this the fast depleting natural resources which have also resulted in pushing many species to the verge of extinction. After almost 4-5 years of work in the area of SWM, Shailaja concluded that Conscious consumption has to become mainstream if we want a livable planet. And upcycling can be an alternative lifestyle that every individual could adopt to start making a difference. This could help reduce the overall waste generation while minimizing the consumption of virgin resources. Rimagined was thus born with a few products on an online store, and there has been no looking back since then.