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.
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