I have tried to analyse how an international brand like Allbirds can develop a business plan to launch their brand in the Indian market. This presentation is a compilation of various information on sustainable product developments.

2. Pro & Con
● Eco-friendly & sustainable
● Suitable for all weather/climates
● Upper wool prevents stink
● Eucalyptus uppers keeps cool
● Office-appropriate
● Sustainable but not durable!
● Compromising designs
● Removing carbon prints but what
about after-use of footwear?
● Comfortable but flexible?

3. Al ir n I an M t?
India ranks second largest footwear consumers (overtook US in 2017).
Estimated to reach USD 16,980 millions dollars.
Sustainability is a growing concept in India.
Very less competitors and huge resources!
Rise in disposable income will lead to investment in innovative products.

4. Con r e m ti
Wil I di M ke v in AL R ?
COMFORT SEEKERS
● Comfort, price,
appearance
● Daily usage for all
purposes
BELIEVERS
● Nature enthusiasts
● Spreads awareness
● Spending power
WORKAHOLICS
● Comfortable
● Using more than
twice a week
● Durability
SNEAKERHEADS
● Exploring new
products
● Invests in footwear
● Collectibles

5. St a g e
● SWEETFOAM - Trademark of Allbirds
● Indian SSI (Sustainable Sugarcane Initiative)
○ WWF (world wide fund) India
● It is a Rs. 30,000 crore industry, the second largest
in the agro-processing sector.
● Will represent the principal livelihood of:
○ 35 million farmers
○ 50 million others who are employed in
571 sugar-related industries.
● Lower water footprint
SWEETFOAM
#1

6. RECYCLING TIRE
#2
● Annual waste - 15 million tonnes
○ India - 1 million tonnes
● Production of tires in India has increased by 12%
● 60% of scrap tires were removed to landfills or burnt.
● Consists synthetic and natural rubber.
● Vulcanization & Polymers unables the reuse of tire.
● Cost of scrap tyres:
○ Rs. 4000/- per tons
○ Rs. 2000/- per tons

7. 3D printingFuture of Footwear

8. 3D p i t re s
CRYOGENIC PROCESS
Powder 3D printFrozen
DIGITAL LIGHT SYNTHESIS
Projecting light through an oxygen-permeable window
into a reservoir of UV-curable resin.

9. 1 2
3
4
5
6

10. #3
PINA SHOE
● Piña - Pineapple fibre made from Pineapple leaves
● Piña fiber
○ Softer
○ high luster
○ usually white or ivory in color
○ Lightweight
○ easy to care
○ elegant appearance similar to linen
● Can be washed and don’t need to be dry cleaned.
● Cost - Rs. 480 to 1200 / kilogram

11. #4
COIR CRAFT
● India produces 60% of the total world supply of
white coir fibre.
● Coir can be used as insole.
● Coir + Latex = Shoe sole
● Amplifying Coir craft of India.
● Employment to craftsmen and artisans.
● Coir lifespan - upto 2 years.

12. #5
COLLABORATIONS
ADVANTAGES
● Stable in market can help promising consumers
(Indian base)
● Natural cork footwear
● Recycled tire soles
● Marketing Strategies to increase sales
ADVANTAGES
● Providing footwear to 50,000 people in need across the
villages of India.
● Refurbishing discarded shoes with zero carbon footprint.
● Economic good by giving employment to refurbish shoes.
● Brand awareness

13. Brand awareness
Growing market in
sustainable sector
Making money
through experience
Growing new
possibilities
THE
CONCEPT
Mar n !
● Collaborations will help to stabilize
Indian base
● Exchange discounts on “allbirds”
● Brand awareness through influencers
● Augmented reality

14. ● Manufacturing in India will set price range
according to the Indian market
● Taking advantage of Indian resources to
increase product range
● Becoming globalite brand
● Spreading awareness to upcycle waste
● Refurbishing allbirds after-used
● Expanding Retail Footprint
Out

15. Mot N tu de
Do t! .
Tha y