April 2026 | India D2C & Startup Funding News – Chupps Footwear has onboarded Ajinkya Rahane as an equity investor and strategic advisor, as part of its ongoing pre-Series B funding round.
While the company has not disclosed the investment amount, it confirmed participation from existing investors, signaling continued confidence in the brand’s growth trajectory.
Strategic Investment to Drive Brand Growth
The fresh capital will be deployed to:
- Accelerate product innovation
- Expand offline retail presence
- Strengthen brand visibility and marketing efforts
The move comes as Chupps looks to scale its footprint in India’s fast-growing direct-to-consumer (D2C) footwear market.
Ajinkya Rahane’s Role: Beyond Brand Ambassador
Ajinkya Rahane, who was previously a customer of the brand, will now work closely with the leadership team in a strategic capacity.
His involvement will include:
- Supporting product development initiatives
- Enhancing recovery-focused footwear designs
- Contributing to advancements in ERGO Charge technology
This collaboration reflects a growing trend of athlete-investors playing active roles in product innovation and brand building.
Focus on Comfort-Driven Footwear Innovation
Founded in 2020 by Yashesh Mukhi, Chupps Footwear specializes in open footwear designed for comfort and everyday use.
The brand is increasingly focusing on:
- Ergonomic design
- Recovery and performance footwear
- Technology-driven comfort solutions
Omnichannel Expansion & Global Presence
Chupps Footwear has built a strong omnichannel presence, including:
- Direct-to-consumer website
- Online marketplaces like Myntra and Amazon
- Offline retail stores in key Indian markets
The company has also begun expanding internationally, with a growing footprint in regions such as the UAE.
Brand Partnerships & Marketing Strategy
Chupps has strengthened its brand visibility through partnerships with leading Indian Premier League teams, including:
- Gujarat Titans
- Mumbai Indians
These collaborations have helped the brand tap into a wider consumer base and enhance recall in the competitive footwear segment.
Market Outlook: Rising Demand for Comfort & D2C Brands
India’s footwear market is witnessing a shift toward:
- Comfort-driven products
- Digital-first D2C brands
- Athlete-backed consumer startups
With strategic investments and a focus on innovation, Chupps Footwear is well-positioned to capture growth in this evolving segment.
Ruchi Kumar is the associate editor at Entrepreneur News Network and TVW News India, where she leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape. She has written extensively on fintech, AI and emerging startups.