rsz twirl sujata chatterjee

Twirl.Store Rewards You For Clearing Out Your Wardrobe

Image Credit/ Source: Sujata Chatterjee, Founder/MD (twirl.store)


Is your wardrobe full of clothes that you don’t want to repeat? Are you tired of buying the same mass-produced, machine-made clothes and accessories? Then here is some good news for you. E-commerce startup  www.twirl.store aims to solve the problems of everyone’s overcrowded wardrobes by rewarding customers for clearing out their unwanted clothes and selling on its platform unique, upscale products.  In a chat with Founder/MD Sujata Chatterjee: –

 What is the story behind the establishment of www.twirl.store? As a startup, how is your company revolutionizing the retail segment?

We are living in an age of a retail boom and constant purchase through online-offline sources throughout the year kept filling my wardrobe to the brim. Looking around me, I knew that my family and friends all had a similar problem – full wardrobes, wanted to shop more but not sure what to do with existing unwanted clothes lying there.

To solve this problem of overflowing wardrobes that seems to plague all of us, the idea of Twirl was born. To minimize the cloth wastage caused by just leaving unwanted clothing lying on the shelf- the Twirl model of retail was formed.

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www.twirl.store is now revolutionizing the retail segment by not just acting as an e-commerce platform selling clothing, accessories, home decor etc but also making fashion a sustainable circle through its SHOP-BUYBACK-SELL process.

Customers are incentivized for sending their old clothes to us so that they may continue shopping new products while Twirl either donates the old clothes(through monthly donation drives) or upscales the fabrics thereby benefitting both society and environment.

Founded in 2017, how has been the entire journey?

Twirl.store is based on a concept that is new to E-commerce space in India. Hence, setting up this business model that is aligned with socio-environmental goals was an uphill task. But the patience and perseverance of the team have paid off in Twirl now being appreciated across the country.

Within a year of launch, twirl.store is a well-known e-commerce site with customers across the country and being followed by reviewers/media regularly.

Today we are proud to say Twirl is part of Startup India, selected under the prestigious NASSCOM 10000startups program and recently has been recognized by IIM-Calcutta and Govt of India as one of the best solutions to transform India. Recently Silicon India recognized Twirl.store in the top10 Retail Startups in India.

How has twirl.store  successfully embraced fashion as a sustainable cycle?

The unique features of Twirl.store are-

SHOP: Limited-edition, handcrafted products- clothing, accessories, home/office décor- available on the website www.twirl.store and shipped across India;

BUYBACK: Every piece of Twirl clothing comes with a unique BuyBack policy so that if after sometime customers no longer want to repeat it- they can return it to Twirl and get rewarded with 30% of purchase value as points;

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SELL: For customers with overloaded wardrobes, Twirl offers the perfect solution-send those unwanted clothes to Twirl and be rewarded with points- which can be redeemed to shop for new things

 Tell us about Twirl. Store’s donation drives

Twirl Store is a social initiative to reduce cloth wastage and meet the basic clothing needs of the poor.

As we encourage people to send their unwanted clothes to Twirl – these clothes are primarily donated to the needy through our monthly donation drives. Through our numerous donation drives at villages and slums, we have been able to provide clothing to more than 950 people so far.

 What can customers expect from Twirl store? Why shop from or sell to Twirl?

When a customer shops from www.twirl.store, she will get to choose from unique, handmade products ensuring that she always stands out from the crowd.

Twirl garments are new, designer wear, limited edition while the accessories and décor items are primarily made up of upcycled fabrics. Upscaled products by their nature are environment-friendly as each time a new fabric is made, a lot of natural resources like water get used up.

 It is because of our customers that we are able to support the livelihood of talented women manufacturers from the lower strata of society. And everytime our customers send their old garments to us- we are able to provide clothing to hundreds of people in slums/ villages and put a smile on those faces.

Even corporates are now partnering with Twirl.store in its mission to reduce cloth wastage.

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 Tell us about Team Twirl

Twirl is proud to be a team of girls led by Sujata Chatterjee, Founder/MD. Even our manufacturers are women, predominantly rural women. Twirl is proud to be able to provide them a source of livelihood. Every member of our team believes in minimizing wastage, conserving resources, meeting the clothing requirement of the needy as well as women empowerment.

We hope people across the country and abroad continue to support Twirl.store so we can take a small step towards a better world.

 What is the road ahead for Twirl?

Increasing awareness about Twirl.store and getting more people involved in this sustainable movement is our immediate goal. Based on our customer demands, Twirl is going to make its entry in the offline retail space also! There is actually a lot of new, exciting things that are going to happen this year and the team is very excited about the journey ahead.

 Founder”s Quote

Twirl is an idea that makes fashion sustainable, a philosophy which benefits society and environment and most importantly a retail revolution that is transforming the way India shops.

Contact Details


[email protected]



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