Indian direct-to-consumer footwear startup BUILT has raised $2 million, approximately INR 17 crore, in a pre-seed funding round led by Singapore-based Tanglin Venture Partners, with participation from Lifelong Group founder Bharat Kalia. The company plans to use the capital to develop India’s emerging natural movement footwear category, which emphasizes wider toe boxes, greater flexibility, and minimal heel-to-toe elevation. The financing will support product research, proprietary tooling, manufacturing expansion, and additional inventory as the recently launched brand increases production.
Building a Performance Footwear Brand
Founded in 2026 by Vedant Lamba and Vijayant Dhaka, BUILT is positioning itself as a performance and lifestyle brand rather than a specialist label serving only existing barefoot footwear enthusiasts. Its products are designed to give the foot more space and freedom of movement than conventional sneakers, which often prioritize cushioning, visual design, and structural support. The founders believe the category can move beyond a relatively small fitness niche and gain wider adoption among Indian consumers interested in mobility, training, and foot health.
The company currently offers two footwear models, including its flagship natural movement shoe and a court-focused design intended for pickleball, tennis, badminton, and squash. BUILT has introduced nine footwear stock-keeping units and is preparing to add approximately 20 apparel and accessories products to its activewear portfolio. This broader selection is intended to establish the startup as a comprehensive fitness brand rather than a company focused exclusively on shoes.
Investment in Proprietary Product Development
A significant portion of the new capital will be directed toward research and development, custom molds, product design, and specialized manufacturing capabilities. Unlike some emerging footwear companies that use standard molds supplied by factories, BUILT says it has invested in proprietary tooling to gain greater control over performance, durability, fit, and appearance. Although the company sources certain technical materials from suppliers in China, its footwear is manufactured in India.
Developing custom molds requires higher initial spending, but it can help the brand differentiate its products and reduce its reliance on designs available to competing companies. The approach may also allow BUILT to introduce refined versions of its existing models based on feedback gathered from early customers. Over time, the startup intends to develop professional variants and expand into additional product categories while maintaining its focus on functional movement.
Direct-to-Consumer Expansion Strategy
BUILT currently sells exclusively through its own website, giving the company direct control over pricing, brand presentation, customer data, and the purchasing experience. Although management is considering offline retail, the startup does not plan to sell through major ecommerce marketplaces or multi-brand retailers in the near term. The company believes that managing the full customer relationship will be important while it introduces a relatively unfamiliar footwear concept to the Indian market.
The startup is evaluating the launch of an experience store in Mumbai after its product portfolio and inventory have expanded sufficiently. Before committing to a permanent location, BUILT plans to use temporary stores and brand installations in Mumbai to introduce customers to its footwear and explain the natural movement concept. It may subsequently expand these initiatives to Delhi, Bengaluru, Hyderabad, and other major urban markets.
Competing in India’s Premium Footwear Market
Natural movement and barefoot-inspired footwear has gained international visibility through brands such as Vivobarefoot, Xero Shoes, and Lems, supported by consumer interest in functional fitness and mobility. In India, however, the segment remains comparatively small, leaving BUILT with the challenge of educating customers while competing against established sportswear companies and newer domestic brands. Its broader competitive landscape includes global players such as Nike, Adidas, Puma, and Asics, as well as Indian footwear startups serving premium and specialist audiences.
BUILT’s $2 million pre-seed round gives the company resources to strengthen product development, increase manufacturing capacity, and test whether natural movement footwear can attract mainstream Indian fitness consumers. Its strategy combines proprietary footwear design, domestic manufacturing, direct online distribution, and selective offline experiences designed to build awareness around a developing category. The company’s longer-term prospects will depend on whether it can translate growing interest in mobility and foot health into sustained demand while competing in India’s crowded performance footwear market.
Source: Inc24