Mon, Sep 01, 2014 page15

• FEATURE: Indian start-up launches shoes that show you the way

  • AFP, NEW DELHI
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  Wizard of Oz heroine Dorothy only had to click her ruby red slippers together and they would spirit her home to Kansas.

  Now, an Indian high-tech start-up is promising to do the same in real life with a new, GPS-enabled smart sports shoe that vibrates to give the wearer directions.

  The fiery red sneakers, which will also count the number of steps taken, distance traveled and calories burned, will go on sale this month under the name LeChal, which means “take me along” in Hindi.

  The shoes come with a detachable Bluetooth transceiver that links to a smartphone app to direct the wearer using Google maps, sending a vibrating signal to indicate a left or right turn.

  They are the brainchild of 30-year-old Krispian Lawrence and Anirudh Sharma, 28, two engineering graduates who founded their tech start-up Ducere in a small apartment in 2011 with backing from angel investors and now employ 50 people.

  “We got this idea and realized that it would really help visually challenged people, it would work without any audio or physical distractions,” Lawrence said in an interview.

  “But then we were trying it out on ourselves and suddenly we were like, ‘wait a minute, even I would want this,’ because it felt so liberating not having to look down at your phone or being tied to anything,” he said.

  “The footwear works instinctively. Imagine if someone taps your right shoulder, your body naturally reacts to turn right, and that’s how LeChal works,” he said.

  Smart shoes aimed at specific demographic markets — such as dementia sufferers and children whose parents want to keep track of their movements — are already commercially available.

  However, Lawrence and Sharma believe theirs will be the first to target the mass market, and have focused on creating stylish rather than purely functional footwear.

  As well as the red sneaker, they are marketing an insole to allow users to slip the technology into their own shoes.

  They say they have 25,000 advance orders for the shoes, which will retail at between US$100 and US$150. Demand has so far mostly been through word of mouth and through the lechal.com Web site. However, the company is in talks with retailers to stock the shoes ahead of the holiday season in India and the US.

  It forecasts it will sell more than 100,000 pairs of the shoes, which are manufactured in China, by April next year.

  The company still hopes its product will be useful for visually impaired people, and experts at the L.V. Prasad Eye Institute in Hyderabad are testing its suitability.

  “It’s a perfect intuitive wearable item. You may forget to wear a belt or a helmet, but shoes you can never leave the house without,” said Anthony Vipin Das, a doctor at the institute. “LeChal solves orientation and direction problems, it’s a good assistant to the cane.”

  Possible problems include battery failure or loss of Bluetooth connectivity, which Das says could be fixed by providing a live feed of a user’s position to a friend or relative, with their consent.

  The company says it could use a portion of any future profits to subsidize the shoes for disabled users.

  For all the shoes’ high-tech features, Lawrence’s favorite thing is that he no longer loses his phone — if the wearer moves too far from his or her phone, the shoes buzz to warn them.

  “I’m a very forgetful person and the best part is that the shoes don’t let you forget your phone,” he said.

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