Backed by Rahul Dravid, how a letter inspired Plaeto to make shoes for ‘growing feet’

A letter from a 10-year-old boy inspired Ravi Kallayil to tread the path of entrepreneurship and start a footwear brand.

When working for Nike India as head of operations, Kallayil received a letter where a boy had requested a discount on a shoe. “This made me think, if one kid is reaching out to want a good quality shoe at a cheaper price, how many more children aspire for the same but are underserved? Can we make a great shoe for millions of Indian kids at an affordable price?”

This idea stayed with him until Kallayil took the plunge in 2020. He quit his job with Nike Innovation, USA, moved to India and became an entrepreneur. The Plaeto team, which includes Sara Kilgore and Pavan Kareti, aimed to create a ‘Made-in-India’ footwear brand that enables a safer, playful, and high-quality ecosystem for the children of the country. This is India’s first D2C foot-health-focused footwear brand for children and their motto is to make great shoes accessible for Indian children at affordable price points. The biggest feather in their cap came when cricketer Rahul Dravid became its brand ambassador and mentor. Dravid has been closely involved with Plaeto and its founding team since the idea stage.

The footwear industry for children in India is growing and is estimated to touch Rs 131.1 billion by 2025. But most well-known brands often neglect the specific needs of a child's foot that are needed. The company conducted research on over 500 Indian children and found out that 30% of them were wearing the wrong shoe size because the foot was measured incorrectly. Plaeto builds its shoes for the broader Indian feet and with asymmetrical lacing, which allows flexibility for the child as it follows the natural bend of the foot. The company wants to educate people about the importance of foot health, shoes that fit well and are comfortable. The company claims that the materials used in manufacturing their shoes are not only durable but kind to the planet as well. “Plaeto shoes have a 50% lower carbon footprint as compared to the average athletic shoe. Our carbon footprint, as validated by Simreka Consulting Netherlands, is 6.5kg Co2 per pair,” said Kallayil, CEO & Co-Founder, Plaeto.

As a consumer, Jayan Samir Verma says he was attracted to the lacing pattern and how it made the feet comfortable. “It is a shoe that can be said to be 'all purpose'. I get a good grip while playing tennis. Also, the brand lasts long. I have worn a pair for over a year now and played tennis, football and basketball in them and there has not been a single sign of wear and tear yet. I hope that the company will come up with more designs and self-lacing options.”
For Vismay Gorantala it was the design that made him pick this product. “The thickness of the sole and the way the shoes allow for your fore feet to breathe while being snug is something I haven’t experienced in other shoes that I have owned.”

Shoes for the ‘growing feet’
The shoe design, manufacturing, and engineering teams from India, the US, and Italy came up with multiple proprietary design elements that safeguard the health of children’s growing feet. These include FitSystem, a proprietary Fitliner, which gives an additional ½ size from the same product. The company says it helps increase the durability of the shoe and prolong its usage as kids and teens have feet that grow quickly. The insole has been developed where a layer can be removed, providing a volumetric increase in size without affecting the performance or feel of the shoe.

The company’s Plaeto365 is a midsole, which is a layer of foam between the insole and the outsole of a shoe that is responsive, supportive, and comfortable even after a year of usage. Their FitFinder, developed in partnership with FindMeaShoe uses AI and machine learning to recommend the best-fitting shoes for every child.

“Plaeto Fitwiz is a technology which helps you find the perfect shoe size from the comfort of your home. Since shoe size varies according to brand, consumers are often worried about purchasing without trying the product first. One just has to place their foot on a white sheet of paper and take an image using the app. Once the image is clicked, it automatically calculates the length, breadth and girth of your foot and suggests the best possible shoe size for your feet,” says Kallayil. The shoes are priced between Rs 2199 to Rs 2699.

He adds Plaeto is priced roughly 40% lower than most athletic shoes that are available in the market while keeping the same level of performance, comfort, and design as any international brand. Their products are available on the company’s website and e-commerce platforms like Myntra, Flipkart, and Amazon. Plaeto recently forayed into the UAE market through a partnership with Threads- UAE's uniform retailer for school uniforms, shoes, and accessories.

The company closed Series A funding, led by Florintree Advisors. “The mission and vision of the founders and their purpose led enterprise is what made me invest in Plaeto. They bring decades of industry specific experience, combined with clear vision of business and social impact goals in a white space that no other company is really addressing. For a young startup, we have seen aggressive growth both online and in global markets like the UAE. The consumer acceptance of the product has been encouraging and to see Rahul Dravid use the product on field as the Indian cricket team coach gives us validation,” Mathew Cyriac, Executive Chairman, Florintree Advisors said.

In the coming months, Plaeto’s vision is to reach out to as many schools across India as possible. It will speed up their digital efforts to increase awareness about healthy feet, particularly among school children and their parents. The company did not disclose its revenue figures.

For the medium-term plan, Plaeto aims to expand into more foreign markets like Africa, where accessibility to good footwear is a challenge. Their long-term strategy includes propagating the idea of accessible sustainability to developed markets, such as Europe and the US. The company has realized that their product is performing well as a multi-play shoe for both children and adults. Hence, the company is concentrating on expanding their portfolio to provide shoes for adults. When asked about the meaning behind the name, Kallayil said, “P in ‘Plaeto’ stands for play, and ‘laeto’ in latin means happy. So together it connotes ‘Play Happy’. This name was formed when we envisioned how we can inspire the joy of play among children.”