| Name of the beneficiary | Priyanshi Jariwala |
| Project/Programme Name | PGDM-BE, 2014-2016 |
| Name of the enterprise floated | the.k.cult |
Name of the Beneficiary
Priyanshi Jariwala
Project/Programme Name
PGDM-BE, 2014-2016
Name of the enterprise floated
- the.k.cult
What began as a personal effort by Priyanshi Jariwala to clear her wardrobe blossomed into a thriving community of pre-loved clothing buyers and sellers in Ahmedabad. Driven by a passion for sustainable fashion, she started selling good quality pre-loved / second hand clothes through Instagram to friends and family. Priyanshi jariwala started The K Cult (The Khadi Cult) as an internship project with the core values of low waste, transparent supply chain and mindful consumption.
Priyanshi’s family is into metallic yarn manufacturing business and they also own a diagnostic centre franchise of Apollo hospital, offered a conventional path to Priyanshi but she envisioned a different future. After graduating from Narsee Monjee College of Commerce & Economics she discovered EDII’s Post Graduate Programme in Management – Business Entrepreneurship. The curriculum, as she says, “promised to give me what I was looking for”. This led her to pursue her passion at EDII.
Since December 2023, Just P.O. (Pre-Owned) Stuff has grown tremendously, the community grow from three to over 50 members, a testament to the increasing acceptance of second-hand fashion in Ahmedabad and beyond. Priyanshi’s meticulous process ensures quality, she shares the process, explaining that clothes undergo stringent quality checks, dry-cleaning, and ironing before being listed for resale. Sellers contribute 10-15 pre-owned clothes, and mutually decide on the pricing, with a 90-day window for sales through various platforms including Instagram, thrift events, and local Ravivari markets. Priyanshi retains 50% of the resale price to cover operational costs like inventory management and shipping.
Interestingly, people from all age groups and diverse economic backgrounds have started embracing pre-loved clothing. Even major brands like Zara and H&M have jumped on board, with Zara recently launching its pre-owned clothing store and H&M offering credits to sellers who donate their old clothes. It’s not just about buying affordable clothes; it’s acceptance of second-hand clothing and a shift towards conscious, sustainable fashion.