Sustainability has increasingly become a critical component of the fashion and retail industry’s business strategy. Metro Brands Limited, one of India’s top footwear retailers, is leading the way in this transformation by integrating sustainability into every facet of its operations. From ethical sourcing and responsible production to groundbreaking recycling initiatives, Metro Brands is committed to driving a circular economy. Under the guidance of CEO Mr. Nissan Joseph, the company has made significant progress, particularly with its Old Discarded Footwear (ODF) Initiative, which is set to shape the future of sustainable footwear.
In an exclusive interview with TheCSRUniverse, Mr. Joseph discussed Metro Brands’ sustainable vision, including its ambitious goal to recycle as many shoes as it sells by the fiscal year 2024-25. He also highlighted the key partnerships, innovations, and consumer behavior trends that are helping the company reach this target. Metro’s approach to sustainability goes beyond recycling, touching on ethical supply chain management and its broader social and environmental impact.
Metro Brands seamlessly integrates sustainability into its core business strategy. The company has moved beyond traditional CSR efforts by embedding sustainability into its operations. This approach includes investing in afforestation and water conservation, which help mitigate emissions and support water positivity. Additionally, Metro’s on-the-job training program equips unemployed youth with retail skills, contributing to India’s broader skilling initiatives while strengthening the workforce. Through these efforts, Metro Brands ensures long-term environmental responsibility without compromising profitability, creating value for both the business and society.
Footwear recycling remains a relatively niche concept in India, and Metro Brands faced numerous challenges when implementing its ODF initiative. The company struggled initially to find a reliable partner for eco-friendly processing, but in FY 21-22, it secured a trusted collaborator to launch a pilot project. As the company scaled its recycling efforts, it increased the recycling capacity from 5% in FY 21-22 to 50% in FY 23-24. Today, Metro Brands processes millions of pairs of shoes, repurposing plastic and rubber materials while co-processing worn-out parts in cement kilns and power plants. With the goal of matching every new pair sold with an equivalent recycled pair, Metro Brands is making substantial strides in advancing a circular economy where business growth and environmental responsibility go hand in hand.
The ODF initiative is focused on ensuring that discarded shoes are repurposed for maximum environmental benefit. The process begins with collecting and sorting materials. Recyclable components, such as plastic and rubber, are processed by certified recyclers and turned into new products, including footwear, sports surfaces, and industrial materials. Non-recyclable parts are co-processed in cement kilns or power plants to reduce waste and emissions. By reintegrating these recycled materials into various industries, Metro Brands supports a circular economy, reduces dependence on virgin resources, and adds value to what would otherwise be waste.
As Metro Brands works toward its target of processing as many shoes as it sells by FY 2024-25, the company is supported by robust infrastructure, strategic partnerships, and ongoing innovation. The company has forged alliances with specialized waste management partners who help develop tailored solutions through pilot projects. These partnerships foster creativity, ownership, and continuous improvement. With a structured approach to performance measurement, Metro is scaling up its efforts based on results and maximizing partner expertise to further its impact.
To foster a culture of recycling among its customers, Metro Brands recently launched a short film showcasing its ODF project. The initiative has sparked positive engagement from customers, and the company hopes to build on this momentum. By educating and empowering customers, Metro Brands aims to encourage sustainable behaviors that will lead to long-term participation in the recycling movement.
In addition to recycling, Metro Brands is committed to ethical sourcing, labor rights, and responsible production. The company has implemented a vendor agreement system that sets clear guidelines and evaluates suppliers based on their adherence to ethical and environmental standards. This ensures that Metro’s supply chain operates responsibly, even in a price-sensitive market like India.
Metro Brands has also collaborated with local artisans, a move that reflects its broader commitment to social responsibility and sustainability. Partnerships with innovative entrepreneurs like Greensole, Desi Hanger, Thaely, Neeman’s, Color Kicks, and Kurio help preserve cultural heritage, support local communities, and promote environmentally responsible practices. These collaborations enhance Metro’s product offerings while aligning with its mission to create positive social impact.
Metro’s selection of social and environmental initiatives is guided by principles that prioritize long-term sustainability and systemic change. The company focuses on projects that mitigate emissions and support water conservation, ensuring that its efforts lead to lasting environmental impact. Metro Brands partners with organizations that share these values, ensuring that each initiative contributes meaningfully to its sustainability goals.
Unlike many companies, which treat CSR initiatives as separate from their core business, Metro Brands has integrated sustainability into its operations through the ODF initiative. The company measures its success not just through numbers, but by influencing the industry, advocating for policy change, and shifting consumer mindsets. By sharing its expertise and promoting sustainable practices, Metro Brands aims to drive collective action and advance the circular economy.
Looking ahead, Metro Brands plans to expand its sustainability efforts beyond footwear recycling. The company is focusing on circular product design and material innovation, particularly by incorporating recycled materials from its ODF initiative into new footwear soles. Collaborations with vendors are underway to develop solutions that integrate recycled plastics and rubbers sourced from landfills, waste aggregators, and material recovery facilities. By closing the loop and reintegrating these materials into its supply chain, Metro Brands is reducing waste, conserving resources, and advancing a more circular economy, marking a significant step in its ongoing sustainability journey.
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