Page 62 - EducationWorld January 2023

EW FOCUS: CHILDREN’S FOOTWEAR

Reimagining school footwear

for India’s children

n early January, Plaeto, a multi-
play footwear brand of the
Bengaluru-based Plaeup Pvt.
ILtd, launched the inaugural edi-
tion of its Pioneers Physical Educa-
tion (PE) Teacher programme in the
garden city’s world-class Padukone-
Dravid Centre for Sports Excellence
to “train PE teachers to spread the
joy of play among schoolchildren
in India”. Over 50 PE teachers from
schools across the country were
trained through a specially curated
curriculum to deliver enjoyable sports
and fitness activities to children.
Promoted in 2020 by Ravi Kal-
layil, former head of Nike Ideation
in Portland (USA), the Plaeto range
of school footwear for children is
specially designed by the “finest
designers and footwear engineers
from India, USA and Italy to suit the
unique features of Indian feet”. Amid
Covid-19 pandemic uncertainty in
April 2020, Kallayil decided to give Rahul Dravid, brand ambassador
up the “best job in the world” with & mentor
sportswear behemoth Nike and relo-
cate to India to realise his dream of portunities for children became more In October 2020, to spread this
designing world-class, affordable and pronounced adversely affecting their message of children wearing scien-
healthy shoes for Indians especially physical and mental health. Plaeto’s tifically designed footwear as well as
children. mission is to spread awareness about the critical importance of play in chil-
After thoroughly researching gaps the importance of foot health; shoes dren’s lives, Plaeto roped in former
in the Indian footwear industry, Kal- that fit well and are comfortable; and cricket superstar Rahul Dravid as its
layil forayed into the niche children’s their relevance in encouraging regular brand ambassador and mentor of its
footwear segment with the twin play habit,” says Kallayil. innovative footwear and PE teach-
objectives of producing customised An engineering and double busi- ers program. Former captain of the
shoes for Indian children and raising ness management alumnus of Trivan- Indian cricket team and currently its
awareness among parents and educa- drum University, Wharton Business head coach, Dravid is acknowledged
tors about the critical importance School and IIM-Bangalore, Kallayil as one of the greatest batsmen in
of play and foot health in the life of acquired over two decades of rich cricketing history, having scored over
growing children. “Unfortunately working experience in innovation, 24,000 runs in international cricket.
in India’s schools, sports and games business development, supply chain, “When Plaeto approached me
have traditionally taken a back seat manufacturing and strategy across with their idea, vision and product
with the greater focus on academics footwear, apparel, engineering and — all made to serve Indian children
and exams. During the Covid-19 pan- consumer product industries in the and proudly made in India — I was
demic, the lack of outdoor play op- US, India, Africa and Nepal. very impressed with the thorough

EDUCATIONWORLD JANUARY 2023