D2C Footwear Brand Chupps Ropes In Cricketer Ajinkya Rahane As Investor

D2C footwear brand Chupps has roped in Indian cricketer Ajinkya Rahane as an investor and strategic advisor as part of its ongoing Pre-Series B funding round.

Rahane joined the Chups’ cap table through an undisclosed investment. The funding round also saw participation from the brand’s existing investors.

Growth occurs as a startup looks to strengthen product innovation, expand its offline footprint in key markets, and build strong brand visibility.

Rahane, who is also an investor in startups such as Proxy, Kenbot, Marakisan, Ote and Huddle, will work closely with Chupps’ founding team to shape future product innovations, including advances in its ERGO-charge technology and a new recovery-focused product currently under development, the startup said in a statement.

The Mumbai-based startup added that Rahane’s understanding of athletic performance and recovery is expected to help shape how chupes approach comfort, not just as everyday footwear, but as an extension of how the body rests and recovers after use.

Founded in 2020 by Yashesh Mukhi, Chupps is a D2C footwear brand focused on cruelty-free, vegan and sustainable products. Its key offerings include biodegradable sandals and sliders made using its True Zero technology, which allows the products to decompose within 24 months.

The brand sells its products through its own website and marketplaces such as Myntra and Amazon. It is also expanding its offline retail presence in key urban markets. In addition, it wants to explore strategic partnerships with consumer and lifestyle platforms to expand its footprint in the UAE and reach out to more consumers.

Significantly, Indian cricketers are emerging as key players in the startup ecosystem, moving beyond brand endorsements to becoming strategic investors, as the world’s third-largest startup ecosystem continues to attract celebrity capital.

For instance, recently Rajasthan Royals captain Ryan Paraghe Invested ₹2 crore in IoT solutions startup ProxG. Last month the former Indian skipper Mahendra Singh Dhoni joins Kuku FM as an investor and brand ambassador for its microdrama app, Kuku TV.

Meanwhile, as consumers increasingly seek convenience, transparency and personalized experiences, D2C brands have emerged as a major force shaping the future of ecommerce.

At the heart of this is India’s direct-to-consumer (D2C) economy. By 2030, the segment is estimated to be a $300 billion opportunity, accounting for 75% of the country’s total. $400 billion ecommerce market.