Rimagined in an effort by Shailaja Rangarajan to promote conscious consumption as part of everyday living, while creating sustainable livelihoods. Given a lifestyle in urban India today, despite limited resources, the intense desire in Shailaja to find a solution for Solid Waste Management in Urban Bengaluru led her to create a sustainable business model which focuses on consumption pattern where waste could be upcycled into utility products. Rimagined is a platform to make it possible. Started in April 2016 , Rimagined today operates on two foundation principles. Upcyling and Sustainable livelihoods.