Sustainable comfort defies market slack: Chupps Footwear secures pre-series B boost
15 May 2026, Mumbai
Despite a projected 5-6 per cent contraction in discretionary apparel spending, homegrown D2C label Chupps Footwear is counter-cycling the downturn through strategic capital infusion and segment diversification. The brand recently onboarded Indian cricketer Ajinkya Rahane as an equity investor and strategic advisor during its Pre-Series B funding round. This move signals a high-conviction shift toward the ‘recovery-wear’ and high-performance open footwear segment, cushioning the brand against the broader slowdown affecting mass-market ethnic and premium apparel. While many D2C peers are grappling with 25-30 per cent hikes in logistics and packaging costs, Chupps is utilizing its fresh liquidity to enhance its ERGO Charge technology and scale its 2,000-point multi-brand distribution network.
Operational shift to omni-channel resilience
Chupps is navigating current inflationary pressures by prioritizing high-velocity inventory and domestic manufacturing efficiencies. The brand recently secured the ‘Green Brand of the Year’ at the 2026 IAA Olive Crown Awards, a distinction that has bolstered its premium positioning and helped maintain a strong 27 per cent customer retention rate. To mitigate the impact of rising raw material costs, the company is expanding its exclusive brand outlets (EBOs) in Tier-I travel hubs and high-traffic malls, targeting 15 new stores by year-end. Our focus on technical comfort and sustainability creates a value proposition that remains resilient even as consumers trade down elsewhere, notes Yashesh Mukhi, Founder, Chupps. By targeting a Rs 200 crore turnover by 2027, Chupps is positioning itself as a dominant specialist in the Rs 500–Rs 2,000 ‘middle-ground’ footwear gap.
Sustainable footwear specialist
Chupps is a Mumbai-based D2C specialist in sustainable, comfort-led open footwear. Operating an omnichannel model across India and the UAE, the brand produces 50,000 pairs monthly. With plans to double production to 100,000 units, Chupps leverages technical R&D and eco-friendly materials to lead the accessible-premium recovery footwear category.
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