Chupps brings Ajinkya Rahane on board as investor, advisor

MUMBAI: From the crease to comfort Ajinkya Rahane is now putting his weight behind a different kind of footwork. Chupps has brought Rahane on board as an equity investor and strategic advisor as part of its pre-Series B fundraise, marking a shift from celebrity endorsement to product-led belief. The investment amount remains undisclosed, but existing investors have also participated, signalling continued confidence in the brand’s trajectory.

Founded in 2020 by Yashesh Mukhi, Chupps has built its playbook around rethinking everyday open footwear with a design-first, comfort-driven approach. That strategy appears to be paying off, with strong repeat purchases and retention helping the brand carve out space in an increasingly crowded D2C market. The next phase, however, is about scale across product, distribution and brand recall.

Rahane’s entry is less a marketing move and more a case of user-turned-investor. Having discovered the brand through personal use, his association has evolved into a deeper role that goes beyond capital. He is expected to actively contribute to product development, particularly in the emerging recovery and post-performance category, an area where athlete insight could prove commercially valuable.

The collaboration will also feed into advancements in Chupps’ ERGO-Charge technology, alongside a new recovery-focused product currently in the works. The broader ambition is to position the brand not just as casual wear, but as part of a wider conversation around comfort, recovery and everyday performance.

Chupps is no stranger to the cricket ecosystem, having previously partnered with IPL teams such as Gujarat Titans and Mumbai Indians. Rahane’s involvement, however, tightens that link moving from sideline visibility to athlete adoption.

As it scales, the brand is doubling down on omnichannel expansion, with presence across its D2C platform, marketplaces like Myntra and Amazon, and a growing offline footprint in key urban markets. It is also building early traction in the UAE, signalling international ambitions.

For Chupps, this isn’t just a funding milestone, it’s a step towards building a category that sits somewhere between lifestyle and performance, where comfort is no longer an afterthought but the main event.