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Pioneering Sustainable Style

Apr/06/2024 / by Abhijit Masih

Two fashion founders redefine luxury with an earth-centered ethos

Indian fashion often stands at the crossroads of luxury and tradition, but a new pioneer in the space is ensuring sustainability is part of the equation. Marigold Group, founded by Brinda Patel and Shaily Shah, started as a fashion rental service, but its founders are committed to making it a movement, revolutionizing how we perceive and consume fashion, particularly Indian clothing.

Passion for the Planet and Fashion

Brinda, the creative force behind Marigold and its CEO, traces the inception of the company to a deeply personal journey. “The idea for Marigold came from our own struggles to find affordable quality outfits that fit well for us and our daughters,” she reveals. But it wasn’t just about convenience—it was about sustainability.

“The environmentalist in me was also struggling with the fact that we were going to wear these outfits only once or twice,” she laments. “I felt there had to be a better solution.” 

Driven by a mission to democratize access to affordable sustainable fashion, Brinda found a kindred spirit in Shaily, her childhood friend with decades of experience in the jewelry and watch industry. Together, they embarked on a journey to marry fashion with sustainability, birthing Marigold.

Sustainability at the Core

For Brinda, sustainability isn’t just a buzzword—it’s a way of life. “The option of renting is a sustainable practice in itself,” she explains. “When we started sourcing our inventory, we realized that the fashion industry is a very resource intensive, polluting industry, with the added pressure from the trend of fast fashion that is worn and discarded after one use.”

But Marigold goes beyond renting—it’s about redefining every aspect of the fashion industry. From sourcing pre-loved outfits to using eco-friendly packaging, every detail is meticulously crafted to minimize environmental impact.

“We decided to use reusable mailers sourced from a Colorado-based company that can be used up to 40 times. In cases where we have to use boxes, we use ones made out of 100% recycled materials and seal them with water-activated, plastic-free tape,” Brinda shares proudly. “Even the zip ties we use are RoHS compliant.” 

Catering to the Conscious Consumer

Shaily Shah, who serves as the company’s COO, brings a unique perspective to Marigold thanks to her extensive experience in the luxury jewelry and watches sector. “My two-decade tenure in the entrepreneurial world across various companies has given me valuable insights into e-commerce,” she says. Leveraging her expertise in operations and management, Shaily plays a pivotal role in shaping the brand’s trajectory.

With a focus on Gen Z and Millennials, Marigold taps into the burgeoning trend of the shared economy and thrifting. “Our primary target demographics readily embrace the concept of shared economy and sustainability. They are increasingly eco-conscious, seeking out brands that reflect these values,” Shaily explains. “Marigold was built on the principle of shared economy and sustainability.” Through strategic marketing initiatives and size-inclusive collections, Marigold resonates with a generation that values style without compromising on sustainability.

Rent it, Flaunt it, Return it

With a seamless rental process and a commitment to perfect fit and style, Marigold offers a hassle-free experience for fashion-conscious consumers. “Rent it, Flaunt it, Return it—it’s that easy,” Shaily sums up, encapsulating Marigold’s ethos in a single phrase.

In a world where fashion often comes at a cost to the planet, Marigold stands a testament to the power of creativity, sustainability, and style. As Brinda and Shaily continue to redefine fashion consumption, one rental at a time, the company paves the way for a more responsible and accessible future for fashion.


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