people's feet were 3D-scanned by CSIR-CLRI across 79 locations in India. The finding: Indian feet tend to be wider than European or American feet, while most shoes sold here follow UK/US sizing.

is what many Indians end up buying, because narrow Western lasts squeeze the wider front of the foot. A longer shoe that slips at the heel is not a fix.

of clothing and shoes bought online in India get returned, and size problems drive almost 40% of returns.

of people in studies wear shoes too narrow for their feet (median), versus 38% in shoes too long, per a 2018 systematic review.

Bata, Liberty and global brands each adjust length and width differently, so a 'UK 8' changes when you switch brands.