The environment is deteriorating as human consumption has rapidly increased. More than half of the consumed goods and products today are not recyclable, thus, inversely emptying natural reserves. To cease the Earth’s exploitation amid the growing effort to save nature, Greensole was established by Shreyans Bhandari and Ramesh Dhami.
The sustainable and vegan shoe brand employs shoelaces, discarded corks, rewashed canvas, and many other things instead of traditional materials that go in the shoemaking. It believes that humans are constantly exploiting the Earth’s reservoirs thinking that it’s in abundance. However now, there is a limited supply of certain resources for the future, one should take steps to make the world a better place for the future generation.
“Our USP lies in the motto of our brand. From the materials, we incorporate, to the practice of donating one pair of shoes to every pair you buy, and the system we have in place to support skill centers are all our USPs which makes us stand out from the other competitors,” Bhandari, Co-founder of Greensole, said.
Betting Big on Sustainability and Technology
The brand states that sustainability is no more a fad but the need for an hour. It was initially started as a trend that has now gained momentum across the globe. It has been acknowledged by various international governments and organizational bodies.
“It (sustainability) is already an accepted concept in the UK and Europe. People are opting for vegan products, so it is pushing the brands to cater to this growing need. We are seeing a similar acceptance of this concept in India too. Soon, sustainable products will become a necessity and we will have a bigger market to capture,” Bhandari stated.
The company presently manufactures shoes and slippers. In addition to that, it has begun manufacturing recycled apparel.
In today's time, amalgamating technology and the company’s operation are important. The brand is employing the same idea to recycle the discards and create sustainable products out of the same.
“We are planning to launch AR technology for our consumers so that they could experience the product before buying it. This AR-customer interaction will also help us increase the clientele and will certainly aid in gaining all the more traction towards the brand,” Bhandari stated.
Betting Big on Online
The brand uses its e-commerce platform and third-party platforms to reach a wider consumer base. In terms of marketing, it is investing heavily in influencer and celebrity marketing apart from hiring PR agencies to increase brand visibility. In the offing, it is reportedly planning to have pop-ups across India so that it can touch base with its esteemed clientele and increase it all the more.
To create its mark in the business marketplace, the brand will be leveraging the marketing tools to their maximum capacity. Alongside this, it will be rendering customers high-quality products at an affordable rate. It affirms that D2C always requires an impactful marketing strategy to connect with the audience.
“We invest into influencer marketing for this precise reason as it helps reach a wider mass at a faster pace. We are also planning to host pop up’s pan-India to reach directly to the customers,” Bhandari shared.
Augmenting Customer Experience
The company seeks to render a seamless customer experience. For this, it is planning to go omnichannel. It is engaging in CSR activities for corporate companies and setting a strong footing there.
“We are also targeting wellness centers and schools because we aim to cater to all the age groups. Apart from this, we are in the planning process of where else can we be replacing non-sustainable products,” Bhandari unveiled.
The company is planning to penetrate the international retail market. With this aim, it is also aiming to dive deeper into the Indian market with its products. Meanwhile, it seeks to stimulate as many people as it can to go the sustainable way.
Since sustainability is at its nascent stage in India, growing awareness and adaptability will facilitate the brand deepening its roots in the sector. Educating the natives and taking measures to cease environmental deterioration will help change consumers’ mindsets in the long run.
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