Business Remedies | Rajshree Upadhyaya | July 06, 2025 | As the world grapples with climate change, textile waste, and the challenges of overconsumption driven by fast fashion, some entrepreneurs are daring to rewrite the rules. One such visionary is Kriti Tula, the founder of Doodlage, one of India’s pioneering sustainable fashion brands. Young, passionate, and driven by the desire to innovate with purpose, Kriti represents a new generation of Indian entrepreneurs who value impact just as much as profit.
Her path wasn’t conventional. After studying Fashion Design at NIFT Delhi, she pursued further education at the London College of Fashion. It was during this phase that she became acutely aware of the harsh realities of the global fashion industry-massive textile waste, environmental degradation, and exploitative labor practices. While many of her peers aspired to high-end couture and runway fame, Kriti was disturbed by the shocking amount of fabric being discarded in factories. “India alone discards lakhs of tons of fabric scrap every year, most of which is burned or dumped in landfills,” she once stated. This realization led to the birth of Doodlage in 2012.
Transforming Fashion with a Circular Economy Model
Doodlage was created with a simple yet revolutionary idea: to turn factory waste into stylish, high-quality garments and accessories. Kriti envisioned a model that utilized fabric scraps, rejected garments, and surplus materials to create limited-edition fashion collections. While many brands attempt to appear “green” on the surface, Doodlage was built from the ground up on the foundation of sustainability. Each garment from Doodlage is unique, crafted from materials that are typically dismissed as waste. The designs are quirky, youthful, and globally appealing-blending Indian craftsmanship with contemporary aesthetics. But Doodlage is more than a clothing label; it’s a movement. The brand also produces home furnishings from textile waste and even upcycles fabric into paper products. By adopting a zero-waste policy, Kriti has transformed Doodlage into a shining example of a circular economy business.
Recognition at Home and Abroad
Fast fashion is often criticized for promoting a culture of “consume and discard.” Clothes are manufactured quickly, worn a few times, and then thrown away. Kriti and Doodlage present a viable alternative-one that is responsible, ethical, and rooted in mindful craftsmanship. “Fashion should not come at the cost of the planet,” she believes. As a strong advocate of slow fashion, Kriti emphasizes thoughtful consumption over impulsive buying.
Doodlage’s limited stock, made-to-order model, and focus on quality reflect this philosophy. As a female entrepreneur in a male-dominated industry, Kriti has also brought diversity and inclusivity into her brand. Doodlage campaigns often feature real people-celebrating body positivity and challenging traditional beauty norms.
Over time, Kriti and her brand have gained widespread recognition both in India and internationally. Doodlage has been featured in top fashion magazines like Elle, Vogue, Cosmopolitan, and Harper’s Bazaar, and has been applauded at global platforms such as Fashion Revolution. Kriti has also spoken at various sustainability conferences and fashion panels, sharing her insights and advocating for change.
Young India’s Growing Interest in Sustainable Fashion
Doodlage has collaborated with several eco-conscious brands and NGOs, extending its impact beyond just consumers. It supports local artisans and workers, ensuring fair wages and safe working conditions-something that sets it apart from the low-cost, mass-produced models of fast fashion.
Building a sustainable brand in a price-sensitive market like India wasn’t easy. Kriti faced challenges in sourcing consistent fabric scrap, managing irregular supply chains, and convincing consumers about the value of upcycled products. “People didn’t understand why upcycled clothing cost as much as new clothing,” she says. “It took a lot of storytelling and education to convey that behind every product is a commitment to ethics, hard work, and purpose.”
Fortunately, with growing awareness around climate change, young consumers are now showing a clear shift towards sustainable fashion. Social media has played a vital role in spreading Doodlage’s message, helping it connect with a like-minded, conscious audience.
Looking Ahead: Policy, Global Expansion and Purpose-Driven Growth
Kriti Tula is not stopping here. Her goal is to take Doodlage to global markets, expand into new product categories, and contribute to policy development related to textile waste. She also wants to mentor young designers who wish to launch their own green businesses. Her dream is to make sustainability mainstream-not a luxury or niche concept. She envisions a future where every brand is responsible, every consumer is aware, and every product gets a second life. Kriti Tula is more than just a successful entrepreneur-she is a symbol of transformational thinking. She challenges the norms and uses design as a tool to create meaningful, lasting change. As India moves towards becoming a global fashion hub, voices like Kriti’s will lead the way-with style, sustainability, and substance.
Written & Edited By:
Rajshree Upadhyaya
