D2C footwear brand Chupps Footwear has brought on board cricketer Ajinkya Rahane as an equity investor and strategic advisor as part of its pre-Series B funding round. The company has not disclosed the size of the investment, although it confirmed that existing investors also participated, signalling continued backing for its expansion plans.
The latest fundraise comes as Chupps seeks to strengthen its position in India’s growing comfort footwear segment and scale its operations across both online and offline channels. The company stated that the fresh capital would be deployed towards accelerating product innovation, expanding its offline retail footprint, and enhancing overall brand visibility in the domestic market.
Founded in 2020 by Yashesh Mukhi, Chupps operates as a direct-to-consumer brand specialising in open footwear designed for everyday comfort. Since its inception, the company has focused on catering to consumers seeking functional, easy-to-wear products within the casual footwear category.
Rahane’s association with the brand extends beyond a financial investment. The company indicated that, having previously engaged with the brand as a customer, he would now collaborate closely with the founding team on strategic growth initiatives and future product development. His role is expected to include input on recovery-focused footwear categories, alongside contributions to the enhancement of the company’s ERGO Charge technology platform.
Chupps has established an omnichannel presence through its proprietary website as well as major online marketplaces, including Myntra and Amazon. In parallel, the company has been expanding its offline retail footprint across key Indian markets to improve customer access and engagement.
Beyond the domestic market, Chupps has also developed a growing presence in the United Arab Emirates, reflecting its intent to tap into international demand for comfort-oriented footwear.
