Sustainability in the fashion and retail industry is no longer just an add-on—it is becoming an essential part of business strategy. Metro Brands Limited, one of India’s leading footwear retailers, is at the forefront of this transformation, embedding sustainability across its operations, from ethical sourcing and responsible production to innovative recycling initiatives. Under the leadership of Mr. Nissan Joseph, CEO of Metro Brands, the company has taken significant strides in driving a circular economy, particularly through its pioneering Old Discarded Footwear (ODF) Initiative.
In this exclusive interview with TheCSRUniverse, Mr. Joseph delves into the company’s vision for sustainability, its ambitious target to process as many discarded shoes as it sells by FY 2024-25, and the key partnerships and innovations fueling this goal. He also shares insights on consumer behavior, ethical supply chain management, and the company’s broader commitment to social and environmental impact. As Metro Brands expands its sustainability footprint, this conversation sheds light on how responsible business practices can align with long-term profitability and systemic change.
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Q. Sustainability in the fashion and retail industry is evolving beyond traditional CSR efforts. How does Metro Brands embed sustainability into its core business strategy, and how do you balance profitability with long-term environmental responsibility?
A. Metro Brands seamlessly integrates sustainability into its core business, moving beyond traditional CSR to drive both growth and positive social impact. Our on-the-job training program equips unemployed youth with retail sales skills, aligning with India’s skilling initiatives while strengthening our workforce for rapid expansion. We actively invest in afforestation and water conservation to mitigate Scope 1, 2, and 3 emissions, working towards water positivity. By embedding sustainability into operations, we, atMetro Brands ensures long-term environmental responsibility while maintaining profitability—creating value for both business and society.
Q. Footwear recycling is still a relatively niche concept in India. What specific challenges did Metro Brands face while implementing this initiative, and how did you overcome them to build an efficient recycling ecosystem?
A. Metro Brands has tackled footwear recycling challenges head-on, setting a new benchmark for sustainability in India’s footwear industry. Finding a reliable partner for eco-friendly processing was the first hurdle, but in FY 21-22, we secured a trusted collaborator and launched a pioneering pilot project. Scaling up was another challenge, yet we remained committed—boosting recycling capacity from 5% of ODF in FY 21-22 to 25% in FY 22-23, and 50% in FY 23-24. Today, we process millions of pairs, converting plastic and rubber into reusable materials while co-processing worn-out parts in cement kilns and power plants. With our “pair-to-pair” goal in sight, Metro Brands is closing the loop—ensuring every new pair sold is matched by an equivalent pair recycled—driving a circular economy where business growth and environmental responsibility go hand in hand.
Q. Recycling is only effective if it leads to tangible environmental benefits. Can you elaborate on the end-to-end lifecycle of a discarded shoe under your ODF initiative? How are these processed shoes repurposed or reintegrated into the market?
A. At Metro Brands, sustainability is embedded in every step of our Old Discarded Footwear (ODF) Initiative, ensuring discarded shoes are repurposed for maximum environmental impact. The process starts with collection and material-based sorting. Recyclable plastic and rubber components are processed by certified recyclers and transformed into new products like footwear, sports surfaces, and industrial materials. Non-recyclable parts are co-processed in cement kilns or power plants, replacing coal and reducing landfill waste and emissions. By reintegrating recycled materials into various industries, we drive a circular economy, cut dependence on virgin resources, and turn waste into value—reinforcing our commitment to a cleaner, greener future.
Q. Metro Brands has set a target to process as many shoes as it sells by FY 2024-25. What key infrastructure, partnerships, and innovations are driving this ambitious goal?
A. Metro Brands is on track to achieve its ambitious goal of processing as many shoes as it sells by FY 2024-25, driven by robust infrastructure, strategic partnerships, and innovation. We have forged alliances with specialized waste management partners, empowering them with the flexibility to develop and execute tailored solutions through pilot projects. This approach fosters creativity, ownership, and continuous improvement. Progress is measured against key performance metrics—compliance, documentation, and pricing—ensuring a structured, results-driven process. By scaling up based on performance, we maximize partner expertise, accelerate impact, and reinforce our commitment to sustainability at scale
Q. What behavioural trends have you observed in customer participation, and what strategies are in place to create a stronger culture of recycling among Metro Brands' customer base?
A. Metro Brands recently launched a short film showcasing our Old Discarded Footwear (ODF) project, sparking positive engagement from customers and the community. While still in its early stages, this response lays the groundwork for deeper behavioural shifts. To build a stronger recycling culture, we are driving awareness through education, engagement, and empowerment—encouraging customers to adopt sustainable habits. By continuously innovating outreach efforts, we aim to transform participation into a long-term movement, fostering an environmentally responsible community
Q. Sustainability extends beyond recycling to ethical sourcing, labor rights, and responsible production. How does Metro Brands ensure that its supply chain meets ethical labor and environmental standards, particularly in a price-sensitive market like India?
A. At Metro Brands, sustainability encompasses ethical sourcing, labor rights, and responsible production. We’ve implemented a robust vendor agreement that sets clear guidelines and adapts to evolving regulations. Our vendor categorization system evaluates and incentivizes suppliers based on their adherence to ethical and environmental standards, ensuring responsible practices even in a price-sensitive market like India.
Q. Metro Brands has previously engaged with local artisans. Could you tell us a little more about this initiative and how it aligns with your broader social and sustainability vision?
A. Our collaboration with local artisans reflects our commitment to social responsibility and sustainability. By partnering with innovative entrepreneurs like Greensole, Desi Hanger, Thaely, Neeman's, Color Kicks, and Kurio, we aim to preserve cultural heritage, support local communities, and promoteenvironmentally responsible practices. This approach enhances our product offerings while aligning with our mission to create a positive impact.
Q. Many companies struggle with the trade-off between short-term CSR impact and long-term systemic change. What are Metro Brands' guiding principles in selecting social and environmental initiatives, and how do you ensure that your implementation partners align with these values?
A. At Metro Brands, our guiding principle in selecting social and environmental initiatives is to prioritize projects that support long-term sustainability while contributing to social and environmental causes. Our focus areas include mitigating emissions and achieving water positivity. By partnering with organizations that share our values, such as in afforestation and water conservation projects, we ensure meaningful impact and lasting systemic change.
Q. While CSR initiatives often operate in parallel to business operations, Metro Brands’ ODF initiative is positioned as an integrated sustainability commitment. How do you measure the long-term impact of this initiative beyond just numbers—such as industry influence, policy advocacy, and consumer mindset shifts?
A. The sheer scale of the footwear industry's environmental footprint is staggering. The Old Discarded Footwear (ODF) initiative tackles the footwear industry's significant environmental footprint. To assess its long-term impact, we emphasize industry influence, policy advocacy, and changing consumer mindsets. By sharing expertise and promoting sustainable practices, we aim to drive collective action and advance a circular economy.
Q. With the growing urgency around climate change and waste reduction, what’s next for Metro Brands in terms of sustainability? Are there plans to expand beyond footwear recycling into areas such as circular product design, material innovation, or broader environmental stewardship?
A. Metro Brands is scaling its sustainability efforts beyond footwear recycling, with a strong focus on circular product design and material innovation. A key priority is integrating recycled materials from our ODF initiative into new footwear soles. We are actively collaborating with vendors to develop solutions that incorporate lower-grade recycled plastics and rubbers sourced from landfills, waste aggregators, Material Recovery Facilities(MRFs), and ragpickers. By closing the loop and reintegrating these materials into our supply chain, we aim to reduce waste, conserve resources, and drive a more circular economy. This marks a pivotal step in our sustainability journey, paving the way for broader environmental stewardship and innovation.
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