Meet the Indian startup combating plastic pollution, one sneaker at a time

Bhave got the inspiration for his footwear company from witnessing the problem of plastic waste firsthand through his mother’s involvement in a local waste management facility. “I noticed that plastic bags were not being properly recycled, leading to significant environmental pollution. Determined to make a difference, I came up with ThaelyTex — an innovative leather alternative created exclusively from discarded plastic bags,” he told indianexpress.com.

Embarrassed I didn’t know about this inspiring startup. These are the kinds of startups we need to cheer on—not just the obvious unicorns. I’m going to buy a pair today. (Can someone tell me the best way to get them?) And when he raises funds-count me in! https://t.co/nFY3GEyWRY

— anand mahindra (@anandmahindra) November 17, 2021

The idea for Thaely was part of a design project Bhave worked on during his college years when he was pursuing a bachelor’s in business administration.

Describing the process behind making the sneakers, Bhave said that they procure raw material from a waste management company, after which the plastic bags are converted into a fabric called ThaelyTex with the help of heat and pressure. Even the shoes’ sole is made out of recycled rubber from industrial scrap and tires which would otherwise end up in landfills. That’s not all. The patterns that create the final pair of sneakers come from rPET (Polyethylene Terephthalate). Thaely’s dedication to veganism extends to the production process as well, where vegan glue is used for binding, and vegan detergents are employed for sanitisation.

The environmental consciousness does not just end there. The shoebox is also made from recycled pairs, embedded with seeds, which may be sowed to grow a plant. Thaely also has a trade-in model for customers who are ready to part with their Thaely sneakers, where they accept old sneaker in exchange for discounts on their new purchase. The old sneakers are then either refurbished or completely recycled.

(Source: Thaely)

These sustainable efforts have yielded positive results with the company being awarded a PETA certification, as well as the prestigious Best Sneaker Award from PETA in 2021.

However finding footing in an industry with a monopoly of sneaker giants like Adidas, Nike, and Reebok has not been easy. With the global sneaker industry worth over $70 billion, Thaely sells its sneakers for $100 (approximately ₹8000).

Bhave’s sneaker design draws parallels from the basketball sneaker fashion of early 2000s — reminiscent of the Y2K era. While the shoes are ‘Made in India’ products, the startup aims to expand to global markets like Dubai, Europe, the Americas, and Australia due to its larger appeal.

 

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Till now, Thaely has recycled more than 150,000 plastic bottles and 170,000 plastic bags. “It feels great to be recognised for our work,” said Bhave. “A world free of plastic waste and landfills is all that we dream of.”

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