Around 88 million in 3 years, mean more scrap tyres, a little known issue in India.

Jk Tyre & Industries Ltd. wanted to go further than just bring the impact of discarded tyres on the environment to the notice of the general population. They wanted change that lasts.

The idea was to convert scrap tyres into something most desired. To reach out to the youth of the country, we decided to make them our partners and spokespersons.

So we teamed up with the Footwear Design & Development Institute of India (FDDI). Hundred promising students, the future designers of the country, were selected to participate in a week-long workshop. Months of hard work turned discarded tyres into high-fashion footwear and accessories. On April 19, Soles with Souls, a one-of-its-kind Fashion Show & Press Event, unfolded in New Delhi

Within four days of the event the Facebook page of Soles with Souls had more than 40,000 views. People were flocking to twitter, YouTube, blogs. The event was reported in 24 reputed dailies and 5 leading news channels fetching media coverage worth Rs. 30,000,000/- JK Tyre has received more than 4000 appreciative emails. Soon the company will be retailing scrap tyre merchandise and opening scrap tyre collection stations throughout the country. Exhibitions and auctions will be organized. The government has decided to announce a 30-40% subsidiary on footwear made out of recycled tyres. Moreover, making footwear out of scrap tyres will soon be on the curriculum of FDDI.