Conscious choices

At Puja Shahs, we deeply believe in the power of making conscious choices. Every decision we make, from sourcing to stitching, from packaging to post-purchase-comes from a desire to do better, not just for our customers, but for the planet and the people behind our products.

That said, we intentionally choose not to call ourselves a “sustainable” brand. Because we believe that no brand can fully be sustainable. Sustainability is a journey without a final destination. Subconsciously, businesses can’t make sustainable choices all the time, neither can we but we are continually looking for better options.

As a team, we believe that if we try to make better choices, we could do some good to the community. We claim that making conscious choices in a brand is both the consumers and brand’s duty.

What We Do

Our process reflects our commitment. For instance, leftover fabric scraps from our garment production are transformed into handmade scrunchies and pouches, ensuring the fabric is being used to its fullest and not going in vain.

Where we once hired weavers through middlemen, we now partner with them directly. This not only removes middlemen but ensures that artisans receive fair pay and recognition for their craft. We even prefer choosing weavers who passionately work towards making conscious choices, especially when it comes to the environment.

When it comes to packaging, we’ve made deliberate choices too. Instead of using lavish bags, When it comes to packaging, we’ve made deliberate choices too. Instead of using lavish bags, we use a simple cotton bag which is reusable. We encourage our PS Tribe to repurpose them, or any other packaging bag- be it for grocery or everyday use-rather than discarding them.

We also believe in creating clothing based on actual demand. Our model is built on a pull-based system—designing and producing according to customer needs—rather than pushing excess stock into the market. This helps us avoid overproduction, waste and unnecessary inventory.

What You Can Do

As we mentioned, making conscious choices is a shared responsibility. As a customer, buy only when there is need. Make the most of your garments by using them to their maximum. Washing the garment less frequently will make it last longer.

If you no longer need a piece, consider donating it, passing it forward, or even upcycling it into something new. Next, try to style your clothes in many ways, so you don’t get bored from them soon. And lasty—try to know the brand you buy from. Learn how they make conscious decisions, how they treat their team, or even the values they stand by.

This is a shared duty—whether you’re a brand, company or a buyer. This expands to all the industries- Making conscious choices is something everyone should practice. By incorporating these ideas and doables, we can strive for a better world- one which is more sustainable.