BUILT Bags $2 Mn To Bring ‘Natural Movement’ Footwear To India

By Shatabdi Joshi

BUILT Bags $2 Mn To Bring ‘Natural Movement’ Footwear To India

In a promising boost for India’s emerging D2C footwear ecosystem, BUILT has raised $2 million (approx. ₹17 crore) in a pre-seed funding round led by Singapore-based VC firm Tanglin Venture Partners. The round also saw participation from Lifelong Group founder Bharat Kalia.

Founded earlier this year by Vedant Lamba and Vijayant Dhaka, BUILT is on a mission to pioneer and mainstream the ‘natural movement’ footwear category in India.

What is Natural Movement Footwear?

Unlike conventional sneakers that prioritize heavy cushioning and rigid structures, natural movement footwear features wider toe boxes, minimal heel drop, and greater flexibility. The philosophy encourages feet to move more naturally, potentially improving foot strength, mobility, and overall posture.

BUILT believes most mainstream footwear today sacrifices foot health for aesthetics and shock absorption. The startup wants to change this by offering shoes that deliver both functional performance and premium design — making barefoot-inspired footwear appealing to regular fitness enthusiasts, not just hardcore barefoot advocates.

As co-founder Vedant Lamba puts it:

“We don’t want to become the number one preference of barefoot enthusiasts. We want to become the number one preference of fitness enthusiasts.”

Strategic Use of Funds

The fresh capital will be deployed across several critical areas:

BUILT sources technical materials from China but manufactures its products in India, maintaining strong control over quality and performance.

Current Portfolio and Go-to-Market Strategy

The brand currently offers two main silhouettes:

  1. Flagship Natural Movement Shoe

  2. Court Shoe designed for racket sports like pickleball, tennis, badminton, and squash

It has already launched nine footwear SKUs and is expanding into activewear with around 20 new apparel and accessories items this week.

BUILT operates purely on a D2C model, selling exclusively through its website. The founders are intentional about owning the customer experience and have no immediate plans to list on major ecommerce marketplaces. They are, however, exploring pop-up stores, brand installations, and an experiential store in Mumbai, with plans to expand to Delhi, Bengaluru, and Hyderabad.

Building a New Category in India

While natural movement and barefoot footwear brands like Vivobarefoot, Xero Shoes, and Lems have gained global traction, the category remains niche in India. BUILT is betting that growing awareness around functional fitness, mobility, and foot health will help it evolve from a niche into a mainstream segment.

Early traction has been encouraging, with many customers coming from traditional sneaker users who had never considered barefoot-style shoes before.

The Road Ahead

BUILT plans to:

The startup joins a growing list of innovative D2C footwear brands in India, such as Comet, Gully Labs, and CHK (streetwear-focused), and State of Joy, Rara Barefoot, and Zen Barefoot (in the natural footwear space). In the broader market, it competes with giants like Nike, Adidas, Puma, and Asics.

Why This Matters

BUILT’s successful pre-seed round highlights increasing investor interest in differentiated, health-focused consumer brands. As Indian consumers become more conscious about wellness and performance, startups that challenge conventional product design have a real opportunity.

With strong backing, a clear product philosophy, and ambitious plans, BUILT is well-positioned to carve out a significant space in India’s premium and performance footwear market.

The rise of natural movement footwear could mark the beginning of a more thoughtful approach to how Indians equip their feet for daily movement and fitness.

Stay tuned; this could be the start of a healthy shift in India’s footwear story.