Chupps secures pre-series B backing to disrupt performance recovery segment
23 April 2026, Mumbai
In a significant move for the Indian direct-to-consumer (D2C) landscape, open-footwear startup Chupps has successfully onboarded Indian cricketer and Kolkata Knight Riders captain, Ajinkya Rahane, as both an equity investor and strategic advisor. A part of the company's Pre-Series B funding round, this development marks a transition from standard celebrity endorsements to a partnership rooted in technical product development. Having discovered the brand as a retail consumer, Rahane will now collaborate with the founding team to enhance the brand’s proprietary ‘Ergo-Charge’ technology and spearhead a specialized line of post-performance recovery footwear. The undisclosed investment also saw participation from existing stakeholders, underscoring institutional confidence in the brand's ability to capture a larger share of India’s burgeoning casual footwear market.
Sustainability and performance as core market differentiators
The retail strategy for Chupps in 2026 is increasingly leaning into industrial sustainability and biomechanical performance. Having recently secured a record 12 accolades at the IAA Olive Crown Awards 2026 - including ‘Green Brand of the Year’ - the company is leveraging its ‘True Zero’ technology, which ensures products are fully biodegradable within 24 months. By integrating Rahane’s insights into athlete physiology, Chupps intends to bridge the gap between high-fashion sliders and orthopedic recovery gear. The company plans to deploy the fresh capital to aggressively expand its physical retail footprint in Tier-I urban clusters and deepen its existing presence in the UAE market, targeting a consumer base that increasingly prioritizes cruelty-free and circular product lifecycles.
Sustainable footwear leadership
Founded in 2020 by Yashesh Mukhi, Chupps specializes in design-led, vegan, and biodegradable open-toe footwear. Operating primarily in the Indian and UAE markets, the brand focuses on the comfort and performance-recovery categories. Following a high-retention D2C model, Chupps is currently scaling its offline retail network and expanding its technical portfolio, supported by a strong financial trajectory and recent record-breaking wins in global sustainability advertising forums.
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