D2C footwear brand Chupps secures strategic investor in cricketer Ajinkya Rahane. The Mumbai-based startup, founded in 2020, is raising capital in its pre-Series B funding round with participation from existing investors and Rahane's undisclosed investment. Rahane, who has invested in startups including Proxgy and MeraKisan, will serve as strategic advisor, leveraging his athletic performance expertise to guide product innovation. Chupps specializes in sustainable, vegan footwear using True Zero technology, enabling products to decompose within 24 months. The brand plans to strengthen offline expansion across key markets and increase UAE presence. Indian cricketers are increasingly moving beyond endorsements to become strategic investors, reflecting growing celebrity capital in India's startup ecosystem as D2C brands reshape ecommerce.
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