**Building A New Footwear Category**
D2C footwear startup BUILT has raised $2 million (approximately ₹17 crore) in a pre-seed funding round led by Singapore-based venture capital firm Tanglin Venture Partners. The company is aiming to pioneer the ‘natural movement’ footwear category in India, a niche that focuses on encouraging natural foot movement through wider toe boxes, minimal heel drop, and increased flexibility. Founded by Vedant Lamba and Vijayant Dhaka earlier this year, BUILT intends to use the funds for research and development, proprietary tooling, product design, and expanding manufacturing capabilities. This includes developing custom footwear molds, which the founders see as crucial to differentiating their products from conventional sneakers.
**Context and Competition**
Globally, the natural movement and barefoot-inspired footwear market has been gaining traction with brands like Vivobarefoot, Xero Shoes, and Lems. These brands have capitalized on a growing consumer interest in mobility, functional fitness, and foot health. However, in India, this category remains largely untapped, with awareness mostly limited to serious fitness enthusiasts. BUILT is seeking to change this by building a lifestyle and performance brand that appeals to mainstream fitness consumers. The startup currently offers two footwear silhouettes and plans to expand its product range with approximately 20 new apparel and accessory SKUs. Operating on a direct-to-consumer model through its website, BUILT is steering clear of ecommerce marketplaces for the time being, focusing instead on owning the customer experience.
**Implications for India’s Startup Ecosystem**
BUILT’s approach of investing in proprietary molds and sourcing technical materials from China while manufacturing in India highlights a growing trend among Indian startups to localize production while leveraging global supply chains. The company’s focus on the direct-to-consumer channel and plans for experience stores and pop-up events in metropolitan areas like Mumbai could set a precedent for other niche brands aiming to enter the Indian market. As the startup ecosystem continues to evolve, BUILT’s strategy could inspire other entrepreneurs to explore underserved segments and prioritize innovation in product design and customer experience.
Looking ahead, BUILT’s success in expanding the natural movement category could influence the broader Indian footwear market by raising awareness about foot health and functional fitness. For founders and investors, this signals an opportunity to tap into specialized markets that blend performance with lifestyle. Observers will be keen to see how BUILT navigates its expansion strategy, particularly in establishing offline presence and scaling its product offerings, as these steps will be crucial in determining its impact on the Indian fitness and footwear landscape.
