D2C footwear startup BUILT has raised $2 million (approximately ₹17 crore) in a pre-seed funding round led by Singapore-based Tanglin Venture Partners, as it looks to build and scale India’s emerging natural movement footwear category. The investment reflects growing investor interest in differentiated D2C consumer brands that are creating new product segments rather than competing solely on price or design.
Founded earlier this year by Vedant Lamba and Vijayant Dhaka, BUILT is focused on developing footwear that promotes natural foot movement through wider toe boxes, minimal heel drop, and greater flexibility. The company believes conventional sneakers often prioritise aesthetics and cushioning over foot health, and aims to bring barefoot-inspired performance footwear to mainstream fitness consumers.
The fresh capital will be deployed across research and development, proprietary tooling, product design, manufacturing capabilities, and inventory expansion as the brand scales production. A key focus will be the development of custom footwear moulds, giving BUILT greater control over product performance, durability, and design while strengthening its long-term product differentiation.
BUILT currently offers two footwear silhouettes—its flagship natural movement shoe and a court shoe designed for sports such as pickleball, tennis, badminton, and squash. The company has launched nine footwear SKUs and is set to expand its activewear portfolio with around 20 apparel and accessories SKUs, broadening its presence within India’s growing fitness and lifestyle market.
Operating through a direct-to-consumer (D2C) model, BUILT currently sells exclusively through its own website. While the company is exploring offline retail, it does not plan to enter ecommerce marketplaces or partner with multi-brand retailers in the near term, choosing instead to maintain direct customer relationships and control the overall brand experience.
As part of its omnichannel expansion strategy, BUILT is evaluating an experience store in Mumbai while initially focusing on pop-up stores and brand activations before expanding into cities including Delhi, Bengaluru, and Hyderabad.
Looking ahead, the startup plans to introduce new iterations of its existing footwear, launch professional performance variants, expand into additional product categories, and eventually enter international markets after establishing a stronger presence in India.
Globally, natural movement footwear has gained momentum through brands such as Vivobarefoot, Xero Shoes, and Lems. In India, however, the category remains relatively untapped. By combining performance, premium design, and foot-health-focused innovation, BUILT aims to establish itself as one of the country’s leading D2C footwear brands while creating a new category within India’s premium performance footwear market.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
