Ajinkya Rahane Invests in Chupps as Brand Prepares for Next Growth Phase

Chupps Footwear has brought on cricketer Ajinkya Rahane as an equity investor and strategic advisor, as part of its ongoing pre-Series B fundraise. The investment, for an undisclosed amount, also includes continued participation from existing investors, signalling sustained confidence in the brand’s growth trajectory.

Founded in 2020 by Yashesh Mukhi, Chupps was built around rethinking everyday comfort wear for modern Indian consumers. Operating in the D2C space, the brand has grown on the back of strong product-led demand, reflected in high repeat purchases and customer retention. As it enters its next phase, the company is focusing on product innovation, expanding its offline retail presence, and building stronger brand recall across markets.

Rahane’s association with Chupps began as a customer, having discovered the brand through recommendations before deciding to invest. This transition—from user to investor—aligns with the company’s approach of building credibility through product experience rather than traditional endorsements. His role will extend beyond capital, with active involvement in product development, particularly in the area of post-performance recovery and comfort.

Speaking about the investment, Rahane said, “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.” His perspective highlights a growing trend where athletes are increasingly engaging with brands not just as ambassadors, but as stakeholders with a role in shaping product direction.

For Chupps, this partnership is also about strengthening its positioning. The brand has already built visibility within the IPL ecosystem through associations with teams like Gujarat Titans and Mumbai Indians. Rahane’s involvement marks a shift from being present around the sport to being part of the athlete lifestyle beyond the field, particularly in the space of recovery and everyday comfort.

From a product standpoint, the collaboration will focus on advancing the brand’s ERGO-Charge technology and developing a new recovery-oriented offering. Rahane’s experience as a professional athlete is expected to inform how Chupps approaches comfort—not just as casual wear, but as a functional category linked to rest, performance, and recovery.

Commenting on the development, founder Yashesh Mukhi noted that the brand is now moving beyond early validation into a phase of structured scaling. The focus is on building depth across product, distribution, and brand, with partnerships that contribute to long-term value rather than short-term visibility.

Chupps currently operates through a growing omnichannel model, including its D2C platform, marketplaces like Myntra and Amazon, and an expanding offline presence in key urban markets, alongside international exposure in the UAE. This multi-channel approach reflects how new-age footwear brands are balancing digital-first growth with physical retail expansion.

For the broader market, this move reflects a shift in how emerging brands are leveraging strategic investors with domain relevance. Instead of traditional celebrity endorsements, partnerships are increasingly focused on credibility, product input, and long-term alignment.

As India’s comfort footwear category continues to evolve, Chupps’ next phase will depend on how effectively it can combine product innovation, athlete insight, and distribution scale to build a differentiated position in a competitive market.