Business Remedies | Rajshree Upadhyaya | May 12, 2025 | In 2014, Trishla Surana struggled to find shoes that fit her broad feet, an everyday inconvenience that would unexpectedly shape her entrepreneurial journey. Rather than settling for discomfort, she decided to create a solution. What began as an aesthetic venture under the name Colour Me Mad-focused on crafting customized flip, flops from vibrant printed fabrics-soon took on a deeper purpose. Alongside her husband, Rajeev Surana, a patent attorney with an eye for innovation, she gradually steered the business towards something far more impactful: solving overlooked foot health issues in India.
As they grew the brand, the couple discovered a startling truth-an estimated 40% of Indians have flat feet, most without even knowing it. This insight drove a pivot from fashionable flip-flops to the more medically oriented venture, Your Foot Doctor (YFD). Using ergonomically sound materials like cork and latex, they began producing customized insoles aimed at relieving pain, improving posture, and offering real mobility solutions for people who’d long been underserved by the footwear market.
Determined to make quality foot care more accessible, YFD developed a unique model that blended tech and convenience. Customers could now receive foam boxes at home to take foot impressions, engage in video consultations with experts, and receive tailor-made insoles at their doorstep. This not only solved a medical need but addressed the chronic lack of foot assessments in the broader retail landscape.
A major turning point came when YFD appeared on Shark Tank India on February 2, 2022. Their pitch-centered on the idea that comfort and support in footwear should not be luxuries, resonated deeply with Namita Thapar of Emcure Pharmaceuticals, who decided to invest. The exposure was game-changing. Orders surged, and they launched at-home services in Mumbai. The company also began experimenting with insoles for slippers, a product virtually unheard of in the market.
Soon after, the duo launched a crowdfunding campaign on Tyke Invest, allowing everyday supporters to become investors in their mission. This not only helped raise funds for scaling production and exploring automation but also built a passionate community around the brand. As the company expanded operations to more Indian cities, it began collaborating with hospitals, orthotic experts, and physiotherapists to refine its offerings.
The journey wasn’t without challenges. From battling gender biases in the male-dominated footwear industry to dealing with the unorganised nature of Indian shoe manufacturing, Trishla and Rajeev had to fight for every inch of progress. But Shark Tank gave their vision both legitimacy and momentum. Suddenly, customers from across the globe were reaching out with stories that mirrored Trishla’s own, finally, someone was taking foot pain seriously.
Their differentiation lies in combining design with medical precision. While many brands use synthetic cork sheets, YFD uses genuine cork and pairs it with latex cushioning to deliver comfort that’s both functional and stylish. They’re now working towards integrating their insole technology with mainstream footwear brands, creating ergonomically sound shoes that cater to a wider range of foot shapes and sizes, including half sizes, which are largely ignored in the Indian market.
Looking ahead, the company is building verticals in sports, pain relief, and even military footwear. Plans are underway to launch products like YFD-touched heel pads for women and to partner with leagues like the Kabaddi Federation to extend their reach. With a presence already in three Indian cities, their vision is firmly global.
From a single pain point to a scalable health, tech brand, Your Foot Doctor’s story is a testament to how empathy and innovation can converge to create something truly transformative. Trishla and Rajeev didn’t just want to make better shoes-they wanted to help people walk better, live better, and feel seen.
Written & Edited By:
Rajshree Upadhyaya
