Mumbai: Chupps has announced that Ajinkya Rahane, current captain of Kolkata Knight Riders and former India Test captain, has joined the company as an equity investor and strategic advisor as part of its pre-Series B funding round.
The investment, made for an undisclosed amount, also saw continued participation from existing investors, signalling sustained confidence in the brand’s growth trajectory. The development marks a strategic step for Chupps as it looks to scale its presence in India’s emerging comfort and recovery footwear category.
Founded in 2020 by Yashesh Mukhi, Chupps has positioned itself as a design-led, functionality-focused open footwear brand catering to modern Indian consumers. With strong repeat purchase behaviour and customer retention, the company is now entering an accelerated growth phase, focusing on product innovation, offline expansion, and brand building.
Rahane’s association with the brand began organically as a customer, evolving into a deeper partnership driven by product experience rather than traditional endorsements. In his new role, he will contribute beyond capital, working closely with the founding team on product development, particularly in the post-performance recovery segment.
Speaking on the investment, “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. This one is.” Ajinkya Rahane, Cricketer, former India captain, KKR Captain & Investor, Chupps.
As part of the collaboration, Rahane will help shape future product innovations, including enhancements to the brand’s ERGO-Charge technology and a new recovery-focused product currently under development. His insights into athletic performance and recovery are expected to influence the brand’s approach to comfort-led design.
Chupps has already built visibility within the Indian Premier League ecosystem through partnerships with teams such as Gujarat Titans and Mumbai Indians. Rahane’s involvement further strengthens the brand’s positioning as a preferred off-field choice among athletes.
Speaking on the occasion, Yashesh Mukhi, Co-founder, Chupps Footwear, said, “We’re at a point where the brand has moved beyond early validation and is now scaling with clear intent. This phase is about building depth, across product, distribution, and brand. Ajinkya’s involvement comes at the right time for us, as we start building for a more evolved consumer need. It’s a partnership that strengthens how we build, not just how we grow.”
Chupps currently operates through a growing omnichannel network, including its direct-to-consumer platform, leading marketplaces such as Amazon and Myntra, and an expanding offline retail presence across key urban markets, along with a footprint in the UAE.
As the brand continues to scale, it remains focused on strengthening its position as a category-defining player in India’s evolving comfort and open footwear segment, blending product innovation with athlete-backed credibility.
