New Delhi, Nov. 18 -- To all the women reading this, have you ever felt that the "comfortable" running shoes or sneakers you choose to wear while standing for long hours on your feet actually aren't all that comfortable? That's because most sports and running footwear is typically designed based on male anatomy and bio-mechanics. The same design is then shrunk and dipped in so-called girly colours in a process commonly called "shrink it and pink it" to create shoes for women.

Brands, generally, pay little attention to sex- or gender-based differences in foot morphology, biomechanics, social preferences or changing footwear needs across the lifespan. This despite the fact that women generally have a wider forefoot, narrower heel and disti...