Chupps Footwear onboards Ajinkya Rahane as investor and advisor
Chupps has also partnered with IPL franchises including Mumbai Indians and Gujarat Titans recently.
D2C footwear brand Chupps Footwear has onboarded cricketer Ajinkya Rahane as an equity investor and strategic advisor.
This comes as part of its pre-Series B funding round with participation from existing investors, though the investment amount was not disclosed.
The move aims to strengthen product innovation, expand the brand’s offline presence, and enhance overall brand visibility, while also leveraging Rahane’s inputs in developing performance and recovery-focused footwear.
Founded in 2020 by Yashesh Mukhi, Chupps Footwear is a Mumbai-based D2C brand focused on open footwear such as flip-flops, slides, and sandals, with an emphasis on comfort-driven design and ergonomics.
Rahane, who was previously a customer of the brand, will now work closely with the founding team on product development, particularly in areas like recovery footwear and improvements to its proprietary ERGO Charge technology.
Chupps has built an omnichannel presence through its own website and marketplaces such as Amazon and Myntra, along with offline retail stores across key markets. The company has also expanded internationally with a growing presence in the UAE.
The brand differentiates itself through its focus on materials and comfort, incorporating features like ergonomic footbeds and sustainable materials such as natural rubber and upcycled components, targeting consumers seeking comfort-first footwear in the mid-price segment.
Chupps has also strengthened its brand visibility through partnerships with IPL franchises including Mumbai Indians and Gujarat Titans, as it continues to scale its presence across channels and markets.