CONTEXT/INSIGHT

Clubfoot, a congenital condition affecting 1.3 million people in India, results in misshapen feet and limits mobility, dignity, and opportunity for those affected. Surgical interventions are only effective during early childhood, and custom footwear is often prohibitively expensive for people below the poverty line, leaving them with few options. The challenge was to create a customizable, cost-effective footwear solution for people with clubfoot while ensuring it could be distributed widely and affordably. Given India’s extensive street cobbler network—part of the 30-million unorganized labor force—there was a unique opportunity to leverage these cobblers for distribution and production.

IDEA/EXECUTION

The FitMyFeet kit was designed as a DIY solution that allows people to create customized flip-flops. The kit contains two sheets of rubber soles (one hard and one soft), tracing paper, and adjustable-length straps, enabling users to cut and customize the footwear to fit their specific needs. The kit was also crafted to work with the centuries-old tools of India’s street cobblers, making it feasible for these cobblers to produce the footwear at low cost. By utilizing the cobbler network for distribution and production, the flip-flops were kept affordable at just USD 2.40 per pair.

To raise awareness, walls behind cobbler stands were painted with vibrant street art, serving as a form of localized advertising that was both cost-effective and engaging. The cobblers played a dual role, producing the footwear and acting as brand ambassadors in their communities.

RESULTS/CONVERSION

- Over 228,000 customized flip-flops have been distributed since the pilot began, helping people regain mobility and dignity.

- The project has generated a new revenue stream for more than 4,500 street cobblers.

- Each pair of flip-flops has been produced for just USD 2.40, making the solution widely accessible.

- The awareness generated through cobbler-based street advertising has successfully increased visibility and demand for the FitMyFeet kits.