Mumbai: Metro Brands Limited has initiated an eco-friendly footwear recycling campaign to address environmental concerns over discarded shoes. Aiming for a ‘1 Shoe Processed for 1 Shoe Sold’ target, the initiative seeks to foster a culture of sustainability among consumers while promoting responsible waste management.
MUMBAI, India, February 12, 2025—In a notable move towards environmental stewardship, Metro Brands Limited, one of India’s foremost footwear retailers, has launched an innovative campaign dedicated to promoting sustainability through footwear recycling. This initiative addresses the growing environmental concern regarding discarded footwear, emphasising the importance of giving old shoes a second life and reshaping industry standards around waste management.
The campaign features the impactful tagline, “Your shoes won’t last forever, but neither will the world we walk on if we don’t care,” which aims to highlight the serious issue of waste within the footwear industry. Each year, millions of shoes that could potentially be recycled end up in landfills or polluting oceans, exacerbating environmental degradation. Metro Brands is leveraging this campaign to advocate for both individual and collective efforts to tackle the problem at hand.
Nissan Joseph, Chief Executive Officer of Metro Brands Limited, commented on the initiative, stating, “At Metro Brands, sustainability isn’t just a buzzword; it’s a responsibility we actively embrace. Through our eco-friendly processing of old, discarded footwear (ODF) project, we are taking meaningful steps to address environmental challenges while inspiring our customers to join us on this journey. By the end of this FY 24-25, we wish to achieve the goal of ‘1 Shoe Processed for 1 Shoe Sold’. Together, we can transform the way we think about waste and ensure a greener future for generations to come.”
At the heart of the campaign is the narrative of a young boy named Kiaan, whose beloved shoes have been part of significant moments in his life, from soccer victories to family outings. When his shoes could no longer accompany him on his adventures, Kiaan opted to recycle them through Metro Brands, highlighting how a simple act can carry substantial meaning in terms of environmental responsibility. This story reinforces the campaign’s essential message that thoughtful actions can lead to significant impacts, encouraging consumers to reconsider the lifecycle of their footwear and adopt sustainable practices.
The ODF initiative promoted by Metro Brands is supported by impressive statistical growth in footwear processing:
- In FY 2021-22, the company sold 54 lakh pairs and processed 3 lakh pairs.
- In FY 2022-23, sales increased to 78 lakh pairs with 21 lakh pairs processed.
- For FY 2023-24, sales reached 95 lakh pairs, with 47 lakh pairs processed.
Looking ahead, Metro Brands has set ambitious plans for FY 2024-25, aiming to process an equal number of footwear to those sold, indicating a continued commitment to reducing its environmental footprint.
The campaign aims not only at operational success but also at fostering a culture of sustainability among its customers, encouraging them to draw a new perspective on their relationship with consumer products. Each pair of shoes processed highlights a step towards a greener planet and contributes to a sustainable future. As one of India’s largest footwear retailers, Metro Brands is positioned to take a leadership role in this movement, demonstrating that financial performance can align with environmental responsibility.
With its sights firmly set on future expansions of the ODF programme, Metro Brands is poised to enhance its reach and impact in the sustainability arena. This proactive stance reinforces the company’s standing as a forerunner in sustainable practices within the footwear sector, exemplifying that businesses can indeed act as catalysts for environmental change while achieving growth and excellence in their operations.
Source: Noah Wire Services
