Ashay Bhave is the founder of Thaely, a brand that’s making waves by turning recycled plastic into stylish, eco-friendly footwear. With a focus on sustainability, Ashay has built a brand that challenges traditional footwear production while offering a solution to plastic waste. In this interview, he talks about how Thaely started, the brand’s environmental goals, and the challenges of staying true to those values as it grows.

1. What inspired you to create Thaely, and what was the journey like from idea to execution?

Thaely began as a design project in 2019. At the time, I was working on several personal projects for my portfolio, intending to use them for my Master’s application. Thaely was one of those ideas, a project aimed at finding a way to recycle plastic bags into a viable end product.

I had recently learned about India’s plastic bag ban, which, despite being in place, was not effectively enforced, a problem that persists to this day. Globally, over 5 trillion plastic bags are used each year, yet they are rarely recycled or even collected, as waste management companies have no incentive to do so.

After months of experimenting at home, I developed a process to transform waste plastic bags into a leather-like fabric. The initial method was crude and simplistic, but it had the potential to be used in footwear. With this in mind, I collaborated with a local cobbler to create a rough prototype of a sneaker.

Around the same time, I was pursuing my BBA in Entrepreneurship in Dubai, where my university hosted a startup pitch competition called Eureka. Thaely stood out to me as the strongest idea, especially since I had a working prototype, so I registered the domain, built a basic website, and developed a detailed business plan. I presented my prototype and pitch at the competition and ended up winning first place.

As a result, I received a free office space for a year at the university’s incubation centre. Most importantly, one of the judges, Matteo Boffa, saw potential in Thaely and decided to invest $100,000 in both the brand and me.

With this support, I refined the prototype into a production ready design and relocated to India to establish the company. In July 2021, Thaely officially launched and began selling its first products.

2. Thaely uses recycled plastic to make sneakers. Can you elaborate on the environmental goals of the brand and the process behind creating eco-friendly footwear?

We aim to make the collection and recycling of waste plastic bags consistently profitable for waste management companies. Additionally, we plan to open-source the production process of ThaelyTex to maximize our impact, ensuring that more plastic waste is diverted from landfills and oceans.

As the second largest polluter in the world, the fashion industry has a massive environmental footprint. At Thaely, we are committed to minimizing ours by using only recycled fabrics and components, never virgin materials. This approach not only reduces waste but also significantly lowers our water consumption and carbon emissions.

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3. What were some of the biggest challenges you faced in building a brand centred on sustainability?

Making sustainable products is far more complex than most people expect. Every fabric and component we use in our shoes is specifically designed and developed for us. We can’t simply source off the shelf materials like many footwear brands in India.

Recycling is also significantly more expensive than using conventional materials like polyester or PU leather. It requires extensive innovation and research, which increases both costs and production timelines.

Developing new products and variants is equally challenging. While most brands in India can provide factories with a basic sketch and tech pack to begin production, we have to take a more hands-on approach, working closely with factories to develop solutions and even supplying them with the necessary components ourselves.

4. Do you see Thaely as a brand that remains niche and eco-focused, or do you aspire to scale it globally, like Nike or New Balance? How do you plan to maintain your sustainability ethos as you grow?

At Thaely, sustainability will always be our top priority. Since our inception, we have primarily focused on the international market, with exports accounting for 90% of our sales. However, starting this year, we are shifting our focus to India, as we have successfully scaled production and reduced costs.

While we will always remain a niche brand, we see significant potential in this space. Brands like Toms and Veja have built dedicated communities around their missions, and we aim to create something similar in India and other key regions. Rather than compromising on our commitment to sustainability, we would rather stay slightly smaller and true to our values.

5. Building something from scratch often demands immense time, energy, and sacrifices. Can you share some of the hardest moments or struggles you’ve faced on this journey?

My journey has been challenging, but along the way, I’ve met incredible people who have made it a little easier, especially my first investor, Matteo Boffa, and our current primary investor, Anand Mahindra. Unlike many founders, I was fortunate not to struggle with funding. However, what I had in financial support, I lacked in experience.

The most difficult period came last year when our funding was running out, and no new investments were on the horizon. Our initial business model was failing, and I was unsure of the right path forward. During this time, my family and investors played a crucial role, helping me brainstorm new ideas and redefine the brand’s direction. 

While we are not yet back to our peak, we have stabilized. We’re now focused on making incremental changes and improvements that will get us back in the game.

6. In a world where long hours and constant hustling are glorified, how do you personally manage the mental toll of entrepreneurship? What has helped you stay grounded and motivated?

I’m still learning every day, and the mental toll of this journey is immense. However, I take great pride in my work and Thaely, sneakers and sustainability have been my lifelong dream and mission. I am fully committed to doing whatever it takes to make Thaely a success and to drive meaningful change in this industry.

Through the challenges and adversities I’ve faced, I’ve remained grounded and humbled. The long hours and relentless hustle are difficult, but this is the path I chose and I’ve made my peace with it.

My biggest motivation comes from the dreams and goals I had as a child, as well as the unwavering support of my family and friends. In fact, there are times when the people around me believe in me and my mission even more than I do.