Chupps Footwear, a direct-to-consumer open footwear brand, has onboarded Indian cricketer Ajinkya Rahane as an equity investor and strategic advisor as part of its ongoing pre-Series B funding round. The company has not disclosed the investment amount. Existing investors also participated in the round.
Focus on Growth and Innovation
The fresh capital will be used to:
- Strengthen product innovation
- Expand offline retail presence
- Enhance brand visibility
From Customer to Investor
Founded in 2020 by Yashesh Mukhi, Chupps focuses on comfort-driven open footwear. Rahane’s association with the brand goes beyond investment, as he was already a user of the product before joining as an investor.
In his new role, Rahane will work closely with the founding team on:
- Product development
- Recovery-focused footwear
- Enhancements to the brand’s ERGO Charge technology
Building an Omnichannel Brand
Chupps has built a strong omnichannel presence, selling through:
- Its own website
- Marketplaces such as Myntra and Amazon
- Offline retail stores across key markets
The brand is also expanding internationally, with a growing presence in the UAE.
Brand Collaborations and Market Presence
The company has previously partnered with major IPL franchises such as:
- Gujarat Titans
- Mumbai Indians
These collaborations have helped strengthen its brand visibility among sports and lifestyle consumers.
With the backing of a prominent sports personality and a focus on product innovation and expansion, Chupps is aiming to further strengthen its position in India’s growing D2C footwear market.
-By Shivani Solanki
