Adidas to sell €1 trainers in rural India
The sports shoe manufacturer Adidas is to sell its trainers for around €1 a pair throughout rural India in an attempt to capitalise on the country's population boom.
The German company believes the rise of India's 1.1 billion population, which is expected to surpass China as the world's largest in the next decade, is an opportunity to persuade aspirational villagers to trade their plastic chappals, or flip-flops, for trainers.
The idea was inspired by Mohammad Yunus, the Nobel Prize-winning founder of the Grameen microfinance bank in Bangladesh. (© Daily Telegraph, London)