Lights Camera Action

IMPACT's roundup of the year's ten standout ad film directors is a reminder that even in an industry racing to automate, the campaigns that move people still come from a human hand shaping emotion and trust. One entry stood out to us: Santosh Padhi's work for Chupps, built around a biodegradable shoe, using craft to sell sustainability rather than just claim it. We don't back ad agencies, but we watch this closely: every founder in our portfolio answers the question Padhi answers there: how do you make a stranger care about a greener product?

That's not a soft skill at the edges of building a company, it's core to it. Climate ventures live or die on whether people believe the story behind the product: a farmer trusting new irrigation, a shopper trusting a biodegradable sole. Craft like the Chupps film, AI-assisted not AI-authored, is the instinct we look for in founders we back.

PressGreen Frontier CapitalAugust 17, 2026Green Frontier Capital, Source: Impact, Chupps

Chupps Footwear Launches 'Sleeping Feet' Comfort Campaign

We're watching Chupps Footwear's new "Sleeping Feet" campaign with interest. Created by Into Creative, the push centers on a 30-second hero film plus supporting static creative across YouTube, Meta, and OTT, built around a simple visual metaphor: when feet are truly comfortable, they drift off to sleep. It's a deliberate shift away from feature-heavy comfort claims toward outcome-led storytelling, with founder Yashesh Mukhi framing it as demonstrating the result rather than explaining the input.

Chupps and Into Creative describe the work as flipping a familiar category convention on its head, and in a market crowded with generic comfort messaging, brands that find a genuinely distinctive creative wedge — while staying true to their core proposition — tend to build stronger long-term recall and differentiation than those relying on spec-sheet claims alone.

PressGreen Frontier CapitalApril 29, 2026Green Frontier Capital, Source: MxM, Chupps

D2C Footwear Brand Chupps Ropes in Cricketer Ajinkya Rahane as Investor

We're watching Chupps' move to bring on Ajinkya Rahane as an investor and strategic advisor with interest. The D2C footwear brand, founded in 2020 by Yashesh Mukhi, has added the cricketer to its ongoing pre-Series B round alongside its existing investor base. We like that Rahane isn't just writing a check — he's one of a growing cohort of athlete-investors (alongside names like Riyan Parag and MS Dhoni) who bring real audience trust to consumer brands. He'll work closely with the founding team on product innovation, including Chupps' ERGO-Charge recovery technology and a new recovery-focused line in development, which fits his athletic background well.

We're also drawn to Chupps' sustainability positioning — biodegradable, cruelty-free footwear built on its "True Zero" technology — and its expansion plans across Myntra, Amazon, offline retail, and the UAE. With India's D2C economy projected to hit $300 Bn by 2030, brands pairing credible backers with genuine product differentiation are exactly where we expect the next wave of category winners to emerge.

PressGreen Frontier CapitalApril 22, 2026Green Frontier Capital, Source: INC42, Chupps

16th IAA Olive Crown Awards 2026: Chupps Footwear Sweeps 10 Titles, Art of Living Honored as Green Crusader of the Year

We're watching Chupps Footwear's sweep at the 16th IAA Olive Crown Awards with interest. Chupps and agency Into Creative took home 10 Olive Crowns at Mumbai's Taj Lands End, including Green Brand of the Year, Green Advertiser of the Year, and Green Campaign of the Year — Gold, on the strength of their "Biodegradable World" campaign, which featured India's first biodegradable billboard built from natural materials. It's a record-setting haul at an award show now recognizing sustainability communication across brands, agencies, NGOs, and media, alongside wins for The Art of Living, Envision Energy, and Chirag Rural Development Foundation.

This signals: sustainability positioning translating into real market recognition, not just internal messaging. Chupps has consistently paired biodegradable product innovation with sharp brand storytelling, and seeing that combination validated at this scale reinforces our view that credible environmental commitments, communicated well, are becoming a genuine differentiator for consumer brands in India.

Next 20 Years Below To Climate Tech, With Indian Startups Creating Global Impact, Says Green Frontier Founder

Thrilled to be featured by YourStory Media for our unwavering commitment to climate tech startups in India! Their acknowledgment inspires us to push boundaries and further our mission. Let’s work together…

CHUPPS and ICC Join Forces to Launch Exclusive Open Footwear Collection for the ICC Men's Cricket World Cup 2023

Thrilled to announce that Chupps is the Official Licensee for the 2023 Men's Cricket World Cup. Every player (all 10 teams) will be presented with official sliders by ICC produced by Chupps.

PressGreen Frontier CapitalOctober 3, 2023Chupps, Green Frontier Capital, Source: Business Today

Mumbai Indians’ 2023 season collection launched on ‘MI Shop’

Mumbai Indians shop’s partnership family will include new age brand Chupps, who have created a Mumbai Indians footwear range.

PressGreen Frontier CapitalFebruary 24, 2023Chupps, Source: Mumbai Indians

Interview With Gaurav Agarwal And Yashesh Mukhi

Shilpi Panjabi for Fibre2Fashion speaks to Co-founders of Chupps, Gaurav Agarwal and Yashesh Mukhi, who have re-invented flip-flops and turned them into fashionable footwear for millennials and Gen Z.

PressGreen Frontier CapitalAugust 2, 2022Chupps, Source: Fibre2Fashion

CHUPPS Bags $1.5mn in Pre-Series A Round, Led by Green Frontier Capital

Indian Retailer Bureau reports Chupps Pre-Series A Round, led by Green Frontier Capital, raised $1.5mn and will be launching stylish, sustainably-made, vegan footwear products for both women and men.

PressGreen Frontier CapitalMay 27, 2022Source: Indian Retailer, Chupps

D2C footwear brand CHUPPS raises capital in pre-Series A round

Kaushiki Chatterjee for VCCircle reports Easy Spirit Enterprises Pvt. Ltd, which operates Chupps, said it has raised $1.5 million in its pre-series A funding round from Green Frontier Capital and other lead investors.

PressGreen Frontier CapitalMay 27, 2022Source: VCCircle, Chupps

CHUPPS raises $1.5 million in Pre-Series A round

Brandwagon Online for Financial Express reports direct-to-consumer, sustainable footwear brand CHUPPS has raised $1.5 million in Pre-Series A round from Green Frontier Capital.

PressGreen Frontier CapitalMay 26, 2022Source: Financial Express, Chupps

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