Running is widely recognized as one of the most accessible forms of exercise, requiring little more than the willingness to move. However, the choice of footwear can complicate the experience, with many runners quickly discovering that finding affordable options for long-distance running can be quite challenging.
An innovative Indian startup, Shapecrunch, aims to address this issue by shifting the focus from the shoes themselves to the critical component within them — the insole. These custom orthotics are 3D printed and tailor-made for individual needs, and the company firmly believes they offer superior pain management and injury prevention compared to costly shoes.
“The industry is primarily driven by marketers, not medical professionals. When high heels were introduced, medical experts should have stepped in to caution against their effects. Marketing can sell anything, and we are not part of that narrative,” remarked Nitin Gandhi, co-founder of Shapecrunch, during an interview with Gadgets 360 at the Heal Institute, a sports injury prevention facility in Mumbai. “Our target market is not the trendsetters but those who prioritize functionality and quality, provided by trained professionals. We position our product as a medical device.”
According to Gandhi, investing in a reasonably priced pair of running shoes paired with Shapecrunch’s custom insoles is more beneficial than spending upwards of Rs. 10,000 on premium footwear. He provided a comparison using a shoe with a price tag exceeding Rs. 13,000 from a leading brand, highlighting that Shapecrunch’s insoles feature thicker padding and enhanced support tailored to an individual’s foot, unlike mass-produced options.
Shapecrunch places significant emphasis on the medical aspects of orthotic production. The startup collaborates with various doctors who serve as medical advisors, ensuring that its insoles are sold exclusively through physiotherapy clinics.
The process begins with an order placed via Shapecrunch’s website or a recommendation from a physiotherapist. Customers then visit one of the physiotherapy clinics affiliated with Shapecrunch.
“Traditional methods involved using vacuum pads or plaster casts to create molds, which were often time-consuming and varied depending on the practitioner. Our approach utilizes three specific images of the foot for customized orthotics,” Gandhi explained.
“The first image is a plantar view matched with the shoe outlines. The second focuses on the side to assess required arch support. The final image captures the back of the foot for heel alignment. We’ve established parameters for arch specifications,” he continued, noting that the company also provides physiotherapists with a device to accurately gauge shoe size and foot width.
Physiotherapists collect detailed information about the patient’s injuries and pain levels and document this information accurately. “Insoles can generally be used with any shoe, but as a medical device, they must be designed by trained experts who understand foot biomechanics,” Gandhi stated.
“Patients must also report pain locations and intensities, including comparisons between both feet, as foot problems can affect other areas, like the knees. We ensure all relevant information is documented and uploaded via the app,” he added.
This information and the corresponding images are transmitted to Shapecrunch through an app, triggering the design of the personalized insole. The team reviews all records and seeks clarification from the physiotherapist if necessary. When everything is confirmed, the insole undergoes 3D printing and is ready within four hours for dispatch.
The company provides two types of inserts — one for formal shoes and another tailored for sports footwear. Shapecrunch includes a six-month warranty with its products and recommends replacing inserts whenever shoes are changed.
Shapecrunch’s global reach includes offices in India, the USA, and Singapore. In India, a pair of custom insoles is priced at Rs. 3,500, while international pricing starts at over $200 (approximately Rs. 14,000). Gandhi attributes this cost disparity to the nascent stage of the market in India, where similar products overseas can exceed $500 (around Rs. 28,000).
“The difference in pricing is straightforward. In many countries, orthotics are priced significantly higher. I spoke with a person from the US who was surprised to find our prices so low,” Gandhi recounted.
He noted the emphasis on efficiency in the US market, recalling a conversation with an orthotist from UCSF who revealed that creating a pair of insoles typically took him two hours, which he preferred to dedicate to patient care instead of manual molding processes. “Shapecrunch’s technology streamlines this process, eliminating the need for physiotherapists to acquire their own equipment for measurements, as we handle the manufacturing of the orthotics,” Gandhi concluded.
