BUILT has raised $2 million in pre-seed funding to grow India's 'natural movement' footwear segment, aiming to make it mainstream.
New Delhi, India Jul 13, 2026 ALN: D2C footwear startup BUILT has successfully raised $2 million (approximately ₹17 crore) in a pre-seed funding round from Singapore-based venture capital firm Tanglin Venture Partners. This funding marks a significant step for the startup, which aims to expand what it describes as India’s ‘natural movement’ footwear category. This category focuses on shoes designed to promote natural foot movement, a concept that is gaining traction in various global markets.
The recent influx of capital will be strategically allocated towards several key areas including research and development (R&D), proprietary tooling, product design, and enhanced manufacturing capabilities. A significant aspect of their investment will be the development of custom footwear molds, which will allow for greater innovation and quality control in their product offerings. Additionally, BUILT plans to utilize these funds to expand its inventory as it ramps up production to meet anticipated demand.
Founded earlier this year by entrepreneurs Vedant Lamba and Vijayant Dhaka, BUILT is positioning itself in the natural movement category, which emphasizes footwear that features wider toe boxes, minimal heel drop, and increased flexibility. These design elements aim to encourage a more natural range of foot motion, contrasting sharply with many mainstream sneakers that often prioritize cushioning and aesthetics over foot health. The cofounders believe that conventional footwear can restrict natural movement, which can lead to discomfort or even injury for active individuals.
"We don’t want to become the number one preference of barefoot enthusiasts; we want to become the number one preference of fitness enthusiasts," Lamba stated, emphasizing the startup's goal to establish a mainstream performance footwear brand rather than catering only to a niche market. This ambition reflects a broader trend in the footwear industry, where consumers are increasingly seeking products that combine functionality with style.
Currently, BUILT offers two main silhouettes: its flagship natural movement shoe and a specialized court shoe designed for sports such as pickleball, tennis, badminton, and squash. The startup has launched nine different footwear stock-keeping units (SKUs) thus far and is set to introduce around 20 additional apparel and accessories SKUs later this week as part of its activewear portfolio. This expansion is indicative of the brand's commitment to offering a comprehensive range of products that cater to the active lifestyle of its target consumers.
What sets BUILT apart from many emerging sneaker brands is its investment in proprietary molds for its products, rather than relying on standard factory molds. According to Lamba, this approach necessitates a higher upfront investment but ultimately provides the company with enhanced control over product performance, durability, and design aesthetics. The startup sources technical materials from suppliers in China while maintaining its manufacturing operations in India, thereby supporting local industry while ensuring quality control.
On a global scale, natural movement and barefoot-inspired footwear have gained popularity through brands like Vivobarefoot, Xero Shoes, and Lems. This trend has been propelled by a growing consumer interest in mobility, functional fitness, and overall foot health. However, in India, the natural movement footwear category remains relatively niche, with awareness primarily limited to serious fitness enthusiasts rather than the general public. BUILT aims to change this perception by creating a lifestyle and performance brand that resonates with a broader audience.
The startup's early demand has reportedly stemmed from consumers who had never previously considered barefoot-style footwear, indicating a potential market opportunity for growth. By educating consumers about the benefits of natural movement footwear, BUILT hopes to expand its customer base significantly.
Currently operating on a direct-to-consumer (D2C) model, BUILT sells its products exclusively through its website. While the company is exploring offline retail opportunities, it has no immediate plans to list on e-commerce marketplaces or partner with multi-brand retailers. This decision aligns with the brand's philosophy of owning the customer experience, which they believe is crucial for building a strong brand identity and fostering customer loyalty.
Looking ahead, BUILT is considering the establishment of an experience store in Mumbai once it has expanded its inventory and product portfolio. In the interim, the startup plans to focus on pop-up stores and brand installations in Mumbai, with future expansion planned for other metropolitan areas such as Delhi, Bengaluru, and Hyderabad.
In terms of future product development, BUILT intends to introduce newer iterations of its existing footwear models, launch professional variants tailored for specific sports, and expand into additional product categories. The company is committed to refining its offerings based on customer feedback to ensure that its products meet the evolving needs of its target audience. Furthermore, over the long term, BUILT has aspirations to enter international markets after solidifying its presence in India.
BUILT joins a growing cohort of D2C footwear brands that are carving out a niche in India’s premium footwear market, which includes competitors like Comet, Gully Labs, and CHK, who are more focused on streetwear. In the natural and barefoot footwear segment, BUILT faces competition from newer brands such as State of Joy, Rara Barefoot, and Zen Barefoot. Additionally, in the broader performance footwear market, BUILT is up against established global players such as Adidas, Nike, Puma, and Asics, which have significant brand recognition and market share.
The emergence of BUILT and similar brands signifies a shift in consumer preferences towards more functional, health-oriented footwear options. As awareness of foot health and the importance of natural movement continues to grow, the demand for such products is likely to increase. This shift could potentially reshape the landscape of the footwear industry in India, paving the way for innovative brands that prioritize consumer well-being alongside performance and style.
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