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The Second Life is an idea that is inspired from the interconnectivity of the three R’s ideology, reduce, reuse and recycle. In this materialistic economy we need to know how much do we need rather than want, which is the first thought ‘reduce’. When the population and it’s needs are growing at lightning speed, we need to rethink the materials we design, make and use. Looking at the paper part of a newspaper and the plastic part of a plastic bag, we can either choose to reuse them or recycle them as much as possible, considering the processes and outcome, which are energy efficient, environmentally conscious, economically viable and socially innovative.

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The Second Life – products and livelihoods re-invented

The Second Life – products and livelihoods re-invented

Sustainability has evolved over the last decade to become the need of the hour from just being an alternative lifestyle choice. Consumers are more inclined to switch to a sustainable lifestyle today. However, it is around markets that consumer behavior revolves and hence businesses shoulder the responsibility of bringing the concept of sustainability in its most honest form for consumers to embrace. The Second Life is a brand that not just takes up but celebrates this responsibility.

It all started as a spark of innovation in 2010 that brought responsible waste management, design and traditional craft together to create products from discarded newspapers using block-printing techniques. Today, we have grown as a brand that has products across verticals such as accessories, stationery, lighting and gifting. We champion the practice of sustaining the livelihoods of the traditional artisan in a contemporary context by helping them apply their priceless mastery over crafts to new-age materials such as up-cycled wood, up-cycled paper, tyre tubes, kitchen waste, etc. The resulting products are mediums that tell stories of sustainability as a philosophy intertwined with everyday living.

Founder of the brand, Raahul Khadaliya says, “Even the simplest products such as our earphone holders take a lot of time and creative energy. From identifying the material, experimenting with it, using crafts as lenses to reinvent its functionality and finally holding the product in hand, it is a process that brings the product to life rather than just producing it. Human energy drives the process predominantly and this fuels a systemic shift towards sustainable employment and economics as well.”

Every product is painstakingly crafted to become a living part of your life, conversation-starters if you will. Amidst the prevalent green-washing, we consciously re-imagine every single aspect of business and production to stay true to what sustainability really means at its core. We have a team of 3 in-house artisans and collaborate with 3 non-profits for our production and are expanding to bring together more resources and people to create a bigger impact and evolve. And, the foundation of our growth has been our customers.

With the pandemic wreaking havoc on small businesses, we have been facing extremely challenging times due to halting of production, cancellation of export orders and a dramatic dip in e-commerce sales. But the silver lining is that this crisis has also thrown much-needed light on how important it is to always choose a lifestyle that is harmonious with nature and how sustainability is important to build a stronger society at the core.

As we look forward to a better future and move ahead from the crisis, support us to grow together and we can pave the way for a development that puts people and the planet hand-in-hand. Join the community of responsible consumers who help us take the next step towards a sustainable future. Find us at (website) and shop for our impeccably designed products, purchase a gift card to send to your favourite person or contribute to our abc(can we name this fund something?) fund to get exclusive rewards

After all, tomorrow’s world is a result of what you choose, support and nurture today. So, here’s to a beautiful today, tomorrow and always! 


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