Lux, Sustainable, Affordable: The Preloved Indian & South Asian Fashion Movement Led By Veira & Kifaayat

Meet Megha Tripathi and Srishti Nagpal, two visionary women who are amplifying the importance of a circular approach to South Asian fashion. Through their respective platforms, Kifaayat and Veira Boutique, Megha and Srishti offer customers an opportunity to adorn themselves in stunning preloved and gently used lehengas, suits, sarees, jewelry, and footwear from popular brands and designers, all at a fraction of the cost and the environmental impact. I was immediately hooked when I saw Sabyasachi pieces available to buy or rent.

Before diving in, it’s essential to understand what the circular economy is and why circular fashion is a pressing need, not a passing trend.

The circular economy is an economic model focused on minimising waste and striving for sustainable practices. Unlike the traditional manufacturing and production models, where products are made, used, and discarded, the circular economy promotes reusing, repairing, refurbishing, and recycling materials and products to extend their lifecycle and reduce environmental impact. Circular fashion applies these principles to the fashion industry. Circular fashion can include the use of sustainable materials, the adoption of ethical production practices, or encouraging consumers to participate in recycling or upcycling garments, the latter being exactly what Megha and Srishti have embarked upon.

In their blog Why Thrifting Desi Fashion Deserves a Chance: Changing the Narrative with Kifaayat, the Kifaayat team acknowledges that while the West has embraced preloved fashion—enjoying the chance to own secondhand high-end labels, revive unique pieces, and contribute to sustainability—the South Asian community is less enthusiastic.

In speaking with Megha and Srishti, we learn more about their journey and their commitment to educating South Asian audiences about the importance of circularity and its crucial role in extending the life of extraordinary garments.

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Q: What was the pivotal point in your journey that led to establishing Kifaayat and Veira Boutique?

Megha: Kifaayat started in 2023 following a pivotal decision and a pivotal event; I embarked upon a career break (my background is in HR) and I attended my sister’s big fat Indian wedding. 

After the wedding, we were left with a house full of beautiful, expensive Indian clothes, which were unlikely to be worn again. I realised I couldn’t be the only one who had (or would have) this experience.

While taking a break from the corporate world, I knew I wanted to build something unique, which is when I decided to start Kifaayat (meaning “thrift” in Hindi and Urdu), as an online platform where people can buy, sell and rent preloved South Asian clothing and accessories. With the global secondhand apparel market set to reach $350USD billion by 2028, the consumer climate was prime for this type of offer. 

Srishti: The inspiration for Veira Boutique started with my mother whose love for Indian fashion and her daughters meant that upon every visit back to India she would bring suitcases full of lehengas and accessories, because as she would say, “kaam ayega” (one day you will need it). 

Each outfit was intricately embroidered, with the hopes and dreams of a loving mother for her daughters’ wedding ceremonies; what resulted was wardrobe upon wardrobe full of Indian outfits, not getting nearly enough love or wear after the celebrations.

Years later my sister Saachi and I channelled our love for Indian weddings and a good glow up to start Veira Boutique as a passion project. Our purpose was to enable greater access to our traditional Indian outfits via affordable hire options, removing a barrier for those without a direct connection to Indian culture.

As Veira Boutique grew, we realised that many others also had preloved or underutilised outfits. Believing that success is best shared, we expanded our platform to allow lenders to offer their lehengas and kurtas and earn a rental income.

Veira Boutique is a social enterprise, committed not only to circularity but to honoring the time and effort of the artisans who create these beautiful pieces by seeking to extend the life cycle of the garment.

Q: How has the community responded to your platforms?

Megha: Kifaayat now has over 5,500 users and 2,000+ active listings of preloved South Asian fashion and decor for sale and rent. In November 2024, we rolled out our mobile app across Australia and New Zealand—making Kifaayat the only app dedicated to preloved South Asian fashion in both countries. We are also actively updating our app to expand to the USA, UK and Canada – our launch is imminent!

Srishti: What began as an outfit hire boutique has evolved into an immersive cultural experience for our clients. We take pride in offering personalised care and styling advice, making clients feel their most confident and beautiful while rediscovering or exploring Indian culture. In today’s  digital age , this human-centered approach has driven Veira Boutique’s growth and popularity.

Q: What has been your biggest success and biggest challenge so far?

Megha: We’re approaching 40,000 Instagram followers, which I’m incredibly proud of. It’s helped us attract thousands of users to our platform within Australia and NZ, as well as building a waitlist of international users wanting to use our app!

The biggest challenge is managing a marketplace—balancing both buyers and sellers can be tough. There are more people wanting to sell or rent out their preloved outfits than there are buyers. Then there is the cultural element – in many South Asian cultures there are adverse perceptions around preloved or second hand items, as well as an emotional attachment to clothing. We are noticing a shift with younger generations, but we still have work to do.

Srishti: 98% of our trials lead to an outfit hire, which tells us that our model is working, but a bigger indicator of success for us, is our community. Our lenders love us because we literally drop cash into their bank accounts periodically, and our clients are predominantly referrals with many coming back for repeat hire. We love the buzz in the community from what we do! 

Veira Boutique was founded on circularity principles, but implementing circularity throughout the garment’s life cycle has been challenging. While we’ve increased the utilisation of each outfit, our next frontier  is finding repurposing solutions for these beautiful fabrics once the outfits are no longer in use. 

What is the most shocking stat or fact around fast fashion that you want people to understand?

Megha: The fashion industry uses 2.6% of the world’s fresh water to produce cotton, while 785 million people lack access to clean drinking water. This should make anyone pause before buying any new clothing – this includes South Asian fashion where for example, sometimes more than 8 metres of fabric is used to produce one lehenga.

Srishti: Every second, the equivalent of a rubbish truckload of clothes is either incinerated or buried in landfill. This statistic highlights the global scale of textile waste. In a world that normalises overconsumption, we must shift toward hiring or buying preloved items. The sustainability of our planet depends on it!

Q: From both a personal and professional perspective, how important is your connection to ASAC?

Megha: Growing up in Sydney, I often felt like an outsider in my own community in my younger years. ASAC has given me a chance to connect with others who share similar experiences. It’s been great for networking and building relationships, and I’m grateful for the opportunity to be interviewed about Kifaayat.

Srishti: Community and collaboration are core values at Veira Boutique. The ASAC community has been incredibly supportive, offering PR opportunities, introductions to new clients, and general encouragement. It’s like a village where everyone has a space to connect and succeed.

Circularity should be at the forefront of all our minds as a way of reducing our environmental impact and participating in social responsibility and long-term sustainability. With women like Megha and Srishti leading the way, it is easy to sit up, listen and take action. Be sure to follow their journey as they continue to drive sustainable South Asian fashion.