Footwear and comfort brand Chupps has brought on board cricketer Ajinkya Rahane, current captain of Kolkata Knight Riders and former Indian Test cricket team captain, as an equity investor and strategic advisor as part of its pre-Series B funding round.

What makes this partnership stand out is that Rahane came to the brand the same way regular customers do, through a recommendation. He tried the product, liked it, and stayed with it, which eventually led to a deeper association with the company.

Rahane will be actively involved in product development, particularly in the recovery and post-performance category. Given his years of professional cricket, he brings firsthand understanding of what the body demands and what it needs to recover, making him a relevant voice in shaping that segment.

For Chupps, which is built around the idea that everyday comfort should be intentional and not just an afterthought, this collaboration is seen as a step toward building a more refined product experience rather than simply scaling up.