In a country grappling with mountains of waste and a pressing need for sustainable solutions, one designer in Kanpur is quietly rewriting the rules of urban innovation. Vaishali Biyani, a former recruiter-turned-upcycler, has built a company that transforms discarded truck tyres into striking urban furniture, art installations and public park infrastructure. Her start-up, De’Dzines, operates at the unlikely intersection of circular economy, rural employment and high-concept design. In spaces as diverse as five-star hotels and snowy army outposts, her creations endure and inspire. What began as a curiosity about tyre waste has grown into a bold, scalable vision for environmental reinvention.

In the snow-clad silence of Siachen, India’s highest military outpost, stands a curious piece of furniture made not of wood, nor of steel but from discarded tyres. Two years since it was installed, the chair hasn’t warped, cracked or budged. Even in snowstorms, the furniture is standing strong. It was one of many quiet validations for a project that, to many, still sounds improbable: transforming end-of-life tyres into swings, sculpture parks and stylish indoor planters.

On the dusty fringes of Kanpur, a former industrial powerhouse now known more for its mountains of discarded waste than for its textiles, an unexpected kind of manufacturing is quietly reshaping public parks and luxury hotels. The raw material? Old truck tyres.

At the heart of this transformation is an unlikely entrepreneur. Once immersed in the startup buzz of Delhi, she spent over a decade building a successful recruitment company. But a twist of fate took her to Kanpur, where she spotted something that others had learned to ignore: waste.

“Waste was everywhere, from roads, outside factories to back alleys. But tyres stood out. They were built to last and nobody knew what to do with them,” said Vaishali Biyani, Founder of De’Dzines.

Her shift from the digital corridors of Delhi to the tyre-strewn lanes of Kanpur was anything but planned. “I had no intention of starting over. My recruitment firm was doing well. But when I relocated in 2017, I began noticing the sheer scale of unutilised waste, especially tyres,” she admitted.

What followed was a period of grassroots immersion. By day, she continued recruitment work. By night, she sat with tyre scrap dealers, learning the material inside out. She recalls walking through filthy lanes where tyres lay in heaps, asking questions most dealers never expected.

In 2019, she registered her company De’Dzines and formally launched commercial operations in 2021. Her goal was to upcycle truck tyres into handmade furniture, planters and urban sculptures.

The choice of truck tyres was deliberate as they comprise better rubber composition, more wire and stronger polymers.

The early days weren’t easy. Setting up in Kanpur came with its own cultural and logistical hurdles. “People here had never heard of upcycling.

They thought I was collecting garbage, and when I tried to hire people, nobody wanted to work with tyres. Even explaining the concept was a battle,” recalled Biyani.

Her 20,000-square-foot workshop in Kanpur became ground zero for a new type of production rooted in low-tech and high-ingenuity processes. “We use small tools, not big machines. Everything is handmade, from cutting, cleaning to polishing. Each product is crafted by a team of 15 full-time workers, all from nearby villages. For larger orders, the team expands to 50,” explained Biyani.

She recalled that hiring was a nightmare. Hence, she trained locals, most of whom had never worked in manufacturing. Today, they handle everything from wire removal to final finishing.

CHANGING PERCEPTIONS

The idea didn’t start in a studio but in scrap yards and municipal back alleys, where tyres lay heaped, burnt, buried and forgotten. Starting with a handful of used tyres, the founder and his lean team began crafting swings and planters by hand. Today, the company consumes between 10–12 tonnes of tyres monthly, rising significantly during major government projects.

“We usually do two big waste to wonder parks each year. If it’s a two-acre project, it could require tonnes of tyres. We’ve done parks where the government provided tyres themselves; we just deducted that cost from the tender,” said Biyani.

She added that in these early partnerships, the team didn’t have the luxury of choosing tyre types. But now, they get to select what is needed. The company now focuses on nylon-based truck tyres, especially from buses and transport bodies.

Changing consumer perception was perhaps the biggest challenge as tyres are dirty and smelly. People don’t even want to touch them. So she launched a direct-to-consumer (D2C) model to test market acceptance. The Covid-19 lockdowns, surprisingly, helped.

“Everyone moved online. I started listing products on Amazon before I even had a website. The response was overwhelming. People liked what they saw and left great reviews. That gave us confidence to double down,” averred Biyani.

But sustainability messaging wasn’t the silver bullet as Indians don’t pay extra for eco-friendly, she contended. The company had to position the products for its durability, aesthetics and value.

She recalls the initial scepticism from customers divulging, “We had people asking that won’t this smell or will it leave black marks. So we added multiple layers of polish, built a hygiene protocol and offered an easy return policy. If you didn’t like the product, you could send it back. No questions asked,” she explained.

The strategy worked. The brand slowly built a reputation not just for environmental responsibility but also for reliability and craftsmanship.

UPCYCLED PRODUCT

At De’Dzines, each tyre begins its second life with a rigorous cleaning process. Steel wires are removed, often manually. Then comes cutting, which is a precision job to ensure the structural integrity of the product. After shaping, the rubber is treated with safe, non-toxic polish and reinforced with recycled wood or steel depending on the final design.

“The design philosophy is simple. Form follows function but beauty matters. We don’t want the product to scream ‘I’m made of waste’. We want it to feel like something you’d be proud to place in your home or office,” she explained.

Some products take two days to complete. Others, like swing seats or large benches, can take over a week. The company isn’t chasing mass production but chasing quality, story and purpose.

While European and Australian companies offered to export tyre scrap to her for free, she refused. “The logistics defeat the purpose. Sustainability isn’t just about materials; it’s also about carbon footprint. Why ship tyres across oceans when Uttar Pradesh is full of them,” said Biyani.

She signed MOUs with municipal corporations across Agra, Lucknow, Prayagraj and Gorakhpur. These urban bodies provided used tyres from fleet vehicles.

While scrap tyres are generally expensive in India, this circular sourcing model keeps costs manageable. “The tyre scrap market in India is fragmented, expensive and full of middlemen. That’s why we prefer working directly with municipal bodies,” noted Biyani.

For projects with unpredictable demand, she still sources from the open scrap market.

BACKYARDS TO FIVE-STAR LOBBIES

As public confidence grew, so did the scale of projects. De’Dzines moved from retail to B2B, then to government partnerships. One milestone was supplying planters to the Shangri-La Eros Hotel in Delhi. “The hotel placed them in every room and throughout the gardens. That proved we could pitch to luxury hospitality,” said Biyani.

Today, De’Dzines has designed and completed over 10 public parks in partnership with local governments. It handles everything from concept to installation. It’s no longer just about products but transforming spaces.

In one project near Prayagraj, she repurposed over 4,000 tyres to create an entire play zone that included benches, see-saws, tyre walls and garden edges. “We turned waste into wonder. The joy on children’s faces is our biggest endorsement,” quipped Biyani.

For a country drowning in waste yet starved for sustainable innovation, De’Dzines offers a blueprint that blends environmental purpose with rural employment and scalable design. Her journey is also a quiet rebuke to the idea that innovation only happens in technological hubs.

“I didn’t come here to start a recycling revolution. I was just curious about where tyres go when they die. That one question changed everything,” she contended.

As she trains her team for their next urban park project, surrounded by stacks of discarded rubber, the message is clear that even the dirtiest waste can have a second life with beauty and durability.

HANDMADE, YET SCALABLE

One might imagine such a business struggling with scale. After all, each piece, be it a sculpture or a chair, is largely handmade. But ingenuity, it turns out, is as core to the company’s identity as sustainability.

A telling moment came during an export order. A client requested 500 customised planters with a 20-day delivery timeline. “It wasn’t our design. It was theirs and very detailed. So we built a single mould for it, trained 50 people and finished in 15 days instead of 20,” recalled a confident Biyani.

This success paved the way for future scale-ups. The team has since developed moulds for several recurring products while still retaining flexibility for custom projects.

“We now know how to train fast, hire locally and deliver in volume. It’s a hybrid of craft and light manufacturing,” she added.

Alluding to working with different government bodies, Biyani spoke candidly about the public sectors’ promise and bureaucracy. “Municipal corporations are straightforward. We sign a simple MOU that lets us collect tyres for two or five years. In return, we give them a rate list for furniture or sculptures when needed. It’s simple and direct,” she contended.

Working with state transport undertakings like BEST or DTC, however, is a different story as their procurement is through massive tenders.

So, for now, she prefers to work with cities like Prayagraj, where the team completed nine junction designs and two parks in just 45 days.

LOOKING AHEAD

Much of the company’s growth has come not from sales teams but from serendipity and design.

One of the most fruitful connections came via social media, when a CSR head from Bridgestone discovered the team’s Instagram posts. Today, the company is working with Bridgestone on a multi-year sculptural design project in Pune.

Her vision now extends beyond upcycling. “We’re exploring modular designs that can be assembled onsite for large-scale installations,” she revealed. There are also plans to set up satellite workshops in other parts of UP using the same village employment model.

Eventually, she wants to export as she believes that the products should sit in parks in Dubai or public plazas in Europe. Not because they’re Indian or upcycled but because they’re beautiful and built to last.

As demand grows, the company is moving into newer segments. The next frontier is hospitality.

“We’re now working with luxury hotels, resorts and even army cantonments. Our products survive storms in Siachen. They survive monsoons in Goa. That’s our pitch: sustainable, durable and different,” quipped a cheerful Biyani.

She’s also gearing up for a major hospitality exhibition in Greater Noida from 3–6 August, where the team will launch a new line of indoor furniture made from upcycled tyres.

But challenges remain; chief among them is pricing. “A virgin plastic chair is cheaper than our tyre-based one. Convincing someone to pay a premium for sustainability is our biggest hurdle,” she contended.

There is a poetic irony in transforming black industrial waste into playful swings and public sculptures. It is perhaps this unlikely fusion of function and imagination that distinguishes the designer.

In places like Prayagraj, Pune and even Siachen, tyres are no longer confined to roads; they are finding new meaning as symbols of transformation.

For a small design company with ambitious ideas, it seemed that the path forward might indeed be paved, quite literally, with rubber. 

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HS HYOSUNG ADVANCED MATERIALS has completed and commenced operation of a 17.5-MWp rooftop solar power installation at its facility in Vietnam’s Nhon Trach Industrial Park, located within Dong Nai Province. This marks a significant step in the company’s broader effort to reshape its Vietnam operations – its largest global manufacturing base for tyre cords and technical yarns – into what it terms a ‘Smart Green Factory’. By merging renewable energy infrastructure with digital energy management systems, developed in partnership with the energy IT specialist Nuriflex, the firm is positioning this site at the forefront of its transition towards becoming a global eco-friendly manufacturing hub.

A key element of this transformation is the deployment of an Internet of Things based energy management system, which allows for real-time oversight of electricity generation and equipment performance. This digital layer not only streamlines operational efficiency but also contributes to greater equipment reliability and overall productivity gains, ensuring that the integration of renewable energy delivers tangible improvements beyond simple power generation.

With further solar installations set to be completed by August, total rooftop capacity at the Nhon Trach site will reach 37.5 MWp. Once fully operational in the latter half of the year, HS HYOSUNG ADVANCED MATERIALS anticipates annual electricity cost savings exceeding KRW 6 billion (approximately USD 3.94 million), bolstering its cost competitiveness. The expansion is also expected to deliver meaningful reductions in greenhouse gas emissions, reinforcing the company’s long-term commitment to sustainable management practices.

Through advanced energy IoT solutions, the Vietnam subsidiary now systematically manages carbon reduction data generated from its solar power operations. This capability enables a more structured response to rising demands from major global customers – including Michelin, Bridgestone, Goodyear, Continental and Pirelli – for verified renewable energy usage and carbon emissions information. By strengthening its ESG performance across the supply chain, the company is leveraging its solar infrastructure and smart energy management not merely as facility investments but as strategic tools to enhance environmental responsibility and competitiveness in a market where sustainable value chains are increasingly essential.

“Starting with our Vietnam production base, we are simultaneously promoting renewable energy transition and energy efficiency improvements across our operations. By expanding solar power facilities, we will strengthen both cost competitiveness and ESG capabilities while proactively responding to the evolving requirements of our global customers,” said an official from HS HYOSUNG ADVANCED MATERIALS.

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The Association of Natural Rubber Producing Countries (ANRPC) has released its Monthly NR Statistical Report for February 2026, detailing a period of significant market activity influenced by geopolitical tensions, macroeconomic changes and shifting supply-demand dynamics within the global natural rubber sector.

As per the report, global natural rubber production for 2026 is forecast to reach 15.324 million tonnes, a 2.2 percent increase from the 14.996 million tonnes recorded in 2025. February output alone is projected at 994,000 tonnes, marking a 3.4 percent year-on-year rise due to favourable weather and higher rubber prices. Despite this overall growth, production trends vary among member nations. While Thailand is expected to remain the top producer, Indonesia and Vietnam face short-term constraints from structural and agronomic issues. Meanwhile, Malaysia is advancing efforts to restore abandoned plantations, with the Rubber Production Incentive activated in Sarawak and Sabah and the Malaysian Rubber Board targeting the rehabilitation of 4,137 hectares of idle land in 2026.

Physical and futures markets saw notable price increases across major grades in February. In Kuala Lumpur, SMR-20 averaged USD 2.01 per kilogramme, a 5.13 percent monthly gain, while STR-20 in Bangkok rose 5.12 percent to USD 2.11 per kilogramme. Sheet rubber grades also strengthened, with RSS-3 increasing 7.84 percent to USD 2.35 per kilogramme and RSS-4 in Kottayam surging 10.38 percent to USD 2.34 per kilogramme. Centrifuged latex in Kuala Lumpur closed the month at USD 1.61 per kilogramme. Futures mirrored this firming trend, as the Shanghai Futures Exchange May 2026 contract averaged roughly 16,508 CNY (approximately USD 2,388) per tonne and the SGX contract averaged USD 1.92 per kilogramme, supported by strong demand and tightening supply expectations ahead of the seasonal low-yield period from February to May.

Crude oil volatility added further complexity, with Brent averaging USD 70.89 per barrel in February – up 6.43 percent from January – before spiking to approximately USD 104 per barrel in early March following military actions in the Middle East and the closure of the Strait of Hormuz, a conduit for nearly 20 percent of global oil supply. This has introduced a risk premium with implications for synthetic rubber competitiveness and natural rubber demand. Currency shifts also play a role, as the Malaysian Ringgit appreciated modestly to 3.89 MYR per USD and the Thai Baht strengthened to around 31.08 THB per USD by late February, affecting trade competitiveness. Looking ahead, rising automotive production, especially of new energy vehicles in China, India and Southeast Asia, is expected to sustain demand and support prices. However, risks persist from US-China trade tensions, Middle East geopolitical instability, weather uncertainties during the low-yield season and currency fluctuations tied to US monetary policy, all of which could disrupt supply chains and export revenues.

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Tokyo Zairyo Co., Ltd., a wholly owned subsidiary of Zeon Corporation, marked a significant milestone in November 2025 by establishing a new branch office in Chennai, Tamil Nadu, India. Following the completion of all necessary preparations, this location has now commenced full-scale operations. The move represents a deliberate effort to broaden the company’s commercial reach across the Indian market while simultaneously constructing an organizational structure capable of responding with greater agility to the evolving and increasingly diverse requirements of its customers.

This southern expansion comes approximately 15 years after the company first established its Indian subsidiary, Tokyo Zairyo (India) Pvt. Ltd., with an office in Gurugram, Haryana, in 2011. By positioning a second office in Chennai, the firm now operates a coordinated network spanning the northern and southern regions of the country. Close collaboration between the two locations is intended to strengthen information services and enhance user support, leveraging both internal capabilities and external partnerships to better serve Japanese automotive parts manufacturers and processors operating throughout India.

Through this dual-office structure, Tokyo Zairyo is poised to advance its core business of purchasing and selling a broad spectrum of materials, including rubber, resins and elastomers. The synchronised operations in Gurugram and Chennai enable the company to deliver more responsive support, ensuring that clients across the Indian automotive supply chain benefit from efficient service and a reliable supply of essential materials.

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Kuraray Co., Ltd. has announced a comprehensive global price adjustment for its portfolio of Liquid Rubber products and ISOBAM alkaline water-soluble polymer. These changes, which are set to take effect on 16 April 2026, will see prices rise by at least USD 2 per kg.

The driving forces behind these significant pricing actions are multifaceted, rooted in substantial disruptions to global supply chains. These disruptions are largely attributed to the ongoing conflict in the Middle East, which has had a cascading effect on logistics. Compounding this issue are the sharply rising costs associated with transportation and essential raw materials.

This strategic move is essential for the company to maintain operational stability and continue the supply of Liquid Rubber and ISOBAM amidst the volatile market conditions.

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