Ajinkya Rahane, current captain of Kolkata Knight Riders, has joined Chupps Footwear as an equity investor and strategic advisor, marking a new phase of growth for the comfort-focused footwear brand.
The investment, part of Chupps’ pre-Series B round, comes at a time when the company is looking to scale its operations, expand its offline presence, and deepen product innovation. While the investment amount remains undisclosed, it also includes continued participation from existing investors, signalling sustained confidence in the brand’s trajectory.
Founded in 2020 by Yashesh Mukhi, Chupps has built its presence in the direct-to-consumer space by focusing on design-led, functional comfort wear. The brand has seen strong traction driven by repeat purchases and customer retention, positioning itself within India’s evolving casual and comfort footwear segment.
Rahane’s association with the brand began as a user, having discovered the product through personal recommendations before choosing to invest. His involvement is expected to go beyond capital, with a focus on advising the company on product development—particularly in the area of post-performance recovery and comfort.
As part of the collaboration, Rahane will work closely with the founding team on future innovations, including advancements in the brand’s ERGO-Charge technology and the development of recovery-focused products. His insights from professional sport are expected to shape how the brand approaches comfort as a function of rest and recovery, extending its positioning beyond everyday footwear.
Chupps has already established visibility within the IPL ecosystem through associations with teams such as Gujarat Titans and Mumbai Indians. Rahane’s entry strengthens this connection, transitioning the brand from being present around the sport to being adopted by athletes themselves.
Ajinkya Rahane, Cricketer, former India captain, KKR Captain & Investor, Chupps, 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. This one is.”
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.”
