Hyderabad startup taps Gunjadi blankets to tailor shoes for farmers
Post Date – 06:20 AM, Tuesday – July 4th
Hyderabad: They say that for every partial problem there will be a partial solution, but finding a solution usually requires going through the problem as well. That’s exactly what three design thinking graduates have done.
Together with Nakul Lathkar and Vidyadhar Bhandare, Santosh Kocherlakota of Hyderabad has developed an innovative product to provide farmers with much-needed foot comfort while working in the fields.
The trio designed and developed custom-made shoes that can be worn on the farm fields using the Goongadi fabric woven by the local nomadic Kurumba community. Sold under the “Earthen Tunes” brand, these shoes can be used anywhere, whether in muddy water or on rocky ground.
The three friends, fellow students at the National Institute of Design, Ahmedabad, worked on a project together after graduation in 2017, when they realized that design thinking could actually help society innovate. “We knew we could actually work together to solve these real-world problems,” Santosh said, adding that they then embarked on an eye-opening journey.
Nakul explained that they lived in the villages in the Deccan region for about a year and tried to understand the obstacles farmers faced. After completing their research, they identified five problems farmers face every day. The first is the lack of shoes that fit them.
“We bought locally made shoes in these villages for the farmers to use. We knew they wouldn’t work at all. After trying various fabrics, we were introduced to Gongadi, an amazing fabric that doesn’t get wet. ’ added Santosh.
These traditional wool blankets are handwoven, one of the few crafts that is slowly disappearing. Their “farmer to farmer” product is widely appreciated in rural areas as a savior for farmers’ feet who would otherwise suffer from cracked heels.
In addition to providing farmers with a comfortable option, Tuqu has also contributed to the revival of this craft. The brand, which is sold at a subsidized price of Rs 900, is now preparing to deliver the second batch. These shoes can only be ordered on their website.
“You go to any shoe store and there are special shoes for every sport and formal occasion. But although farming is the main occupation in our country, you can’t find shoes for working in the fields,” says Vidyadhar, adding Say their products are designed not just to provide comfort, but to instill a sense of pride in farmers.
