Mumbai-based D2C footwear startup Built has secured $2 million in funding to expand its product line and supply chain. The company focuses on performance shoes designed for natural foot movement, targeting young professionals in India. This capital will support the launch of new products and strengthen their research and development capabilities.
Direct-to-consumer footwear brand Built has successfully closed a $2 million funding round led by Singapore-based Tanglin Venture Partners, with additional backing from Lifelong founder Bharat Kalia. This fresh capital is intended to support the company’s expansion into new product categories, grow its workforce, and improve its supply chain infrastructure. Built aims to scale its current operations from two footwear models to a broader portfolio of 20 stock-keeping units, which will eventually include apparel and accessories.
Focus on Performance Biomechanics
Founded in Mumbai, the startup positions itself in the performance footwear space by prioritizing biomechanics over traditional design. Its footwear features include wider toe boxes, minimal heel drop, and high flexibility. According to co-founder Vijayant Dhaka, formerly of PolicyBazaar, the company focuses on designing products specifically for the Indian market's unique requirements rather than merely localizing foreign designs. This approach relies on a research and development team of seven professionals who are focusing on the needs of young, active urban consumers involved in sports such as pickleball, tennis, badminton, and gym training.
Competitive Landscape and Operational Strategy
Built currently utilizes a contract manufacturing model while retaining control over its raw material sourcing. The brand enters a crowded Indian sneaker and footwear market that has seen significant investor interest, fueled by high demand from Gen Z consumers. It operates in a space alongside several other D2C brands, including Comet, Neeman's, Gully Labs, Thaely, Banjaaran, and Bacca Bucci. Many of these peers also prioritize design-led innovation and quality to capture market share from larger, established global players.
While the company is in an early growth phase, investors typically monitor how D2C startups manage the transition from niche, high-performance product offerings to broader lifestyle segments. Key factors for the company’s long-term success will include the scalability of its contract manufacturing partnerships, the ability to maintain consistent product quality as it increases its SKU count, and the cost-effectiveness of its customer acquisition strategy in a highly competitive sector. As Built ramps up its operations, the next major milestones to track will be the successful launch of its new product lines and the company's ability to maintain its specialized market positioning amid rising competition from other emerging Indian footwear brands.