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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 Chupps’ cap table through an undisclosed investment

The funding round also saw participation from the brand’s existing investors

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

The development comes as the startup gears up to strengthen product innovation, expand its offline footprint across key markets, and build stronger brand visibility.

Rahane, who is also an investor in startups like Proxgy, CaneBOT, MeraKisan, Oatey, and Hudle, will work closely with Chupps’ founding team to shape future product innovation, including advancements 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 Chupps approaches comfort, positioning it 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 across key urban markets. Besides, it is looking to increase its footprint in the UAE and explore strategic partnerships with consumer and lifestyle platforms to reach more customers.

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

For instance, Rajasthan Royals captain Riyan Parag recently invested ₹2 Cr in IoT solutions startup Proxgy. Last month, former Indian captain Mahendra Singh Dhoni joined Kuku FM as an investor and brand ambassador for its microdrama app, Kuku TV.

Meanwhile, with consumers increasingly seeking convenience, transparency, and personalised experiences, D2C brands have emerged as a key force shaping the future of ecommerce.

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