Redesigning Rural Footwear: The Story of Earthen Tunes

In the sprawling fields of rural India, where tradition often collides with modernity, one startup is walking a different path, quite literally.

May 26, 2025 - 16:40

Redesigning Rural Footwear: The Story of Earthen Tunes

Key Takeaways

Earthen Tunes is redefining rural footwear with sustainable, design-led solutions crafted from indigenous Indian wool.
The startup empowers farmers with functional shoes while reviving dying crafts and generating rural employment.
Their dual-market, cross-subsidy model enables affordability for rural users while engaging conscious urban consumers.

In the sprawling fields of rural India, where tradition often collides with modernity, one startup is walking a different path, quite literally. Earthen Tunes, a Hyderabad-based social enterprise, is crafting sustainable, culturally rooted footwear designed specifically for India’s farming communities. But behind these humble shoes lies a powerful story of empathy, innovation, and the quiet revival of indigenous wisdom.

A Design-Driven Origin

The seeds of Earthen Tunes were sown in the design studios of the National Institute of Design. Founders Santosh Kocherlakota, Nakul Lathkar, and Vidyadhar Bhandare, trained transportation designers, first came together during a thesis project to build a low-cost electric wheelchair. That collaboration sparked a deeper belief in design as a tool for social change.

Their turning point came during an 18-month rural immersion in Maharashtra, Telangana, Tamil Nadu, and Kerala. As they shadowed farmers across fields, they experienced firsthand the toll of walking barefoot or with inadequate footwear. "We came back with cracked feet and fungal infections. That’s when we knew we had to do something," recalls Kocherlakota.

Finding Footing in Gongadi Wool

Their solution materialised in the form of Gongadi—a naturally water-resistant woollen blanket woven by Deccan pastoral communities. Merging traditional craft with modern design, the trio developed durable, breathable shoes that could withstand India’s climate and terrain. The result: YAAR Kisan shoes, purpose-built for agricultural labour, and YAAR Urban Essentials for eco-conscious city dwellers.

Earthen Tunes’ name, inspired by the Telugu phrase "Bhoomi Raagalu," encapsulates its ethos, to live in harmony with the earth while honouring local rhythms and materials.

A Model for Dual Impact

At the heart of Earthen Tunes is a dual-market, cross-subsidy business model. Urban sales fund affordable footwear for rural users, distributed via CSR partnerships with ITC, Wells Fargo, and NGOs like Vikasa. The company’s D2C strategy leverages exhibitions, influencer collaborations, and e-commerce to target India’s growing base of conscious consumers.

Meanwhile, on the ground, word-of-mouth and community engagement ensure product adoption among farmers. The startup has already sold over 8,000 pairs across 18 states, creating 15,000+ hours of rural employment and reviving wool crafts in Karnataka, Himachal, and Uttarakhand.

Design Meets Sustainability

Unlike competitors reliant on synthetic materials, Earthen Tunes prioritises local sourcing and environmental stewardship. Each pair is biodegradable, carbon-neutral, and deeply rooted in indigenous knowledge. The team’s design-centric approach includes feedback loops with users and rigorous field testing, even piloting a snakebite-resistant shoe in partnership with the Madras Crocodile Trust.

Their work has earned accolades, including the Lexus Design Award and iPreneur recognition, with support from IIT Madras incubation cell, ISB Hyderabad and British Council initiatives.

Looking Ahead

In the coming years, Earthen Tunes aims to reach 100,000 farmers and scale its artisan network while expanding into international impact markets. With plans for wool-based accessories and circular design lines, the startup envisions itself not merely as a footwear company, but as a movement.

"Build with empathy and stay rooted in your purpose," says Bhandare. For Earthen Tunes, every step forward is a step back to tradition, revitalised, reimagined, and ready for the road ahead.