Veteran actor Amitabh Bachchan has launched “Zero Footmarks,” a nationwide footwear recycling initiative introduced by India’s VKC to encourage responsible disposal of used footwear and promote sustainable living practices across India. The project is being described as the country’s first pan-India online system designed to collect post-consumer footwear for environmentally responsible disposal and reuse.

The initiative aims to tackle the growing problem of non-biodegradable footwear waste, much of which ends up in landfills and contributes to environmental pollution. Through the programme, consumers can return their old footwear while purchasing new products online. The used footwear will then be collected for disposal and recycling through a structured system developed by the company.

According to the organisers, “Zero Footmarks” is more than a recycling campaign and is intended to create awareness about conscious consumption and sustainable waste management. The project encourages citizens, especially younger generations, to think about how everyday waste is handled and disposed of after use.

The initiative was formally launched by Amitabh Bachchan, who serves as the brand ambassador for India’s VKC. Speaking about the project, the actor stressed the importance of conscious living and responsible consumer behaviour in modern society. He said environmental awareness and responsible habits must become part of everyday life for future generations.

The idea behind the project was conceived by VKC Managing Director VKC Razak following discussions around footwear waste management in Kerala. The initiative reportedly took shape after Suchitwa Mission, a Kerala government-backed cleanliness and waste management body, highlighted the need for a proper system to manage discarded footwear waste.

A pilot version of the programme was first introduced in Thiruvananthapuram in August 2025 in partnership with Suchitwa Mission. Following its initial rollout, the company expanded the initiative into a nationwide online collection system aimed at reaching consumers across India.

Under the model, customers purchasing footwear through the Zero Footmarks platform can hand over their old footwear to the delivery personnel at the time of delivery. The collected footwear is expected to undergo responsible disposal processes aimed at reducing landfill accumulation and encouraging recycling practices within the footwear industry.

Company officials said the project also seeks to create a broader movement around sustainable lifestyles and environmental responsibility. By linking consumer behaviour with waste disposal awareness, the campaign attempts to promote eco-conscious habits among households and communities.

The organisers described the initiative as one of the first large-scale footwear collection systems of its kind in India and possibly in Asia. Along with reducing waste, the campaign is also expected to generate discussions around circular economy practices and sustainable manufacturing within the footwear sector.

The branding and design strategy for “Zero Footmarks” was developed by BiblioBuddha, a design division of The Breakthrough Group. The campaign name symbolically refers to reducing humanity’s environmental footprint and promoting a cleaner planet for future generations.