Ajinkya Rahane invests in Chupps Footwear as strategic advisor

Founded in 2020 by Yashesh Mukhi, Chupps Footwear was built on the idea of reimagining everyday comfort wear for the modern Indian consumer. With a design-first approach and a sharp focus on functionality and ease, the brand has carved a strong presence in the D2C space, driven by high customer retention and repeat purchase behaviour. The company is now entering an accelerated growth phase, with plans to strengthen product innovation, expand its offline footprint across key markets, and invest in building stronger brand salience.

Rahane’s association with Chupps began organically, as a customer who discovered the brand through personal recommendations and continued using the product before choosing to invest. This progression reflects the brand’s core philosophy of building advocacy through product experience rather than endorsement. His involvement now extends beyond capital, with an active role in advising the brand on product development, particularly in the emerging space of post-performance recovery and comfort.

Speaking on the investment, “What drew me to Chupps wasn’t the pitch. It was the product. You can tell when something is built with intention and when it isn’t. This one is.” Ajinkya Rahane, Cricketer, former India captain, KKR Captain & Investor, Chupps.

Chupps, India’s  fast-growing D2C open footwear brand, today announced that Ajinkya Rahane, current captain of Kolkata Knight Riders and former captain of the Indian Test cricket team, has joined the company as an equity investor and strategic advisor, as part of its pre-Series B round fundraise. The investment, made for an undisclosed amount, also sees continued participation from other sets of investors, reinforcing long-term confidence in the brand’s growth trajectory.

Founded in 2020 by Yashesh Mukhi, Chupps Footwear was built on the idea of reimagining everyday comfort wear for the modern Indian consumer. With a design-first approach and a sharp focus on functionality and ease, the brand has carved a strong presence in the D2C space, driven by high customer retention and repeat purchase behaviour. The company is now entering an accelerated growth phase, with plans to strengthen product innovation, expand its offline footprint across key markets, and invest in building stronger brand salience.

Rahane’s association with Chupps began organically, as a customer who discovered the brand through personal recommendations and continued using the product before choosing to invest. This progression reflects the brand’s core philosophy of building advocacy through product experience rather than endorsement. His involvement now extends beyond capital, with an active role in advising the brand on product development, particularly in the emerging space of post-performance recovery and comfort.

Speaking on the investment, “What drew me to Chupps wasn’t the pitch. It was the product. You can tell when something is built with intention and when it isn’t. This one is.” Ajinkya Rahane, Cricketer, former India captain, KKR Captain & Investor, Chupps.