In today’s episode we meet Birju Umeria who shares the backstory behind the family business which found a niche to serve people with wide feet. As a function first company, Wide Fit Shoes focus is on comfort for a widely underserved segment. They sell over 20,000 pairs of shoes every year and it’s growing fast. Birju talks us through their digital transformation, celebrirty endorsement and how they are persuading manufacturers to embrace inclusivity; they already work with a number of big brands to create shoes specifically for this marketplace.