MUMBAI: Affordability is every Indian’s first thought when purchasing anything. However, quality sports shoes tend to be high priced and the likes of Nike Air or Adidas Superstar are beyond the reach of normal people’s budgets.

Enter the latest entrant to try to make the impossible possible – D:FY (read: defy). Launched by fitness enthusiasts Prashant Desai and Rajiv Mehta, who are marathon runners themselves, it aims to make great sports gear accessible to the Indian makes with great technology and breath-taking looks.