D2C footwear brand Chupps Footwear has onboarded cricketer Ajinkya Rahane as an equity investor and strategic advisor as part of its pre-Series B funding round. The investment amount was not disclosed. Existing investors also participated in the round. The funds will be used to strengthen product innovation, expand its offline presence, and build brand visibility.

Chupps has built an omnichannel presence through its own website, marketplaces such as Myntra and Amazon, and offline retail stores across key markets. The brand also has a growing presence in the UAE. The company had earlier partnered with IPL franchises including Gujarat Titans and Mumbai Indians.

About Chupps

Chupps has been Founded in 2020 by Yashesh Mukhi. Chupps operates as a D2C open footwear brand with a focus on comfort wear. Rahane, who had earlier used the brand as a customer, will now collaborate with the founding team on product development, including recovery focused footwear and enhancements to its ERGO Charge technology.