India’s D2C ecosystem India continues to witness the rise of innovative consumer brands building strong category leadership, and Chupps Footwear is emerging as one of the most promising names in the country’s evolving footwear market. In one of the notable Indian D2C updates and D2C startup news developments, the premium open-footwear brand has outlined ambitious expansion plans, targeting 50-60 retail stores across India over the next three years while aiming for a topline revenue of ₹400-500 crore.
Founded in 2022 by Yashesh Mukhi, Chupps was created to address a significant gap in India’s open-footwear segment. While a large portion of the market is dominated by low-cost products, consumers increasingly sought stylish, comfortable, and durable alternatives that balanced quality with affordability. This shift in D2C consumer behavior India, combined with the post-pandemic rise of casual and comfort-first fashion, has created a substantial opportunity for premium D2C brands India operating in the footwear category.
Today, open footwear is no longer viewed solely as home wear. Consumers increasingly wear slides and sandals for travel, social gatherings, leisure activities, and even post-workout recovery. Recognising this transformation early, Chupps built its D2C business model India around comfort, functionality, design, and sustainability, helping it carve a differentiated position within the rapidly evolving D2C fashion and lifestyle segment.
The company currently operates through more than 30 distributors, has a presence in over 3,000 footwear stores nationwide, and is available across more than 500 modern retail outlets and large-format stores. Chupps also runs its exclusive brand outlet at R City Mall in Mumbai while serving customers through online marketplaces and its direct-to-consumer platform. Interestingly, offline sales currently contribute nearly two-thirds of the brand’s revenue, highlighting the importance of an omnichannel D2C strategy in driving sustainable growth.
As part of its D2C expansion plans, the company intends to open approximately 15 stores this year while gradually building a nationwide retail network. This aggressive retail strategy positions Chupps among the D2C brands scaling in 2025 and reflects broader D2C market trends 2025 where digital-first brands increasingly combine physical retail with ecommerce to deepen customer engagement and brand visibility.
Beyond retail growth, innovation remains central to Chupps’ brand-building journey. The company introduces nearly 20-25 new styles every month and has expanded from men’s footwear into women’s and kids’ categories. It has also entered the backstrap sandal segment and plans to launch nearly 50 SKUs in the category. New innovations such as Quick Dry Technology, which offers up to 90% water resistance and rapid drying capabilities, and Massage Footbeds designed for enhanced airflow and comfort, further strengthen its positioning in the competitive D2C business India landscape.
One of Chupps’ strongest differentiators is sustainability. The company claims its products are fully biodegradable and capable of decomposing within two to four years under landfill conditions. Combined with its proprietary rubberised foaming technology that delivers lightweight, anti-slip, and durable footwear, this focus on innovation and sustainability reflects the growing demand for sustainable D2C brands among modern consumers.
As India’s D2C industry news continues to be shaped by product innovation, omnichannel growth, and changing consumer preferences, Chupps represents a compelling example of a homegrown brand successfully creating a premium category within a traditionally fragmented market. With expanding retail reach, continuous product innovation, strong distribution capabilities, and a bold vision to achieve ₹400-500 crore in revenue over the next few years, Chupps appears well-positioned to become one of the leading names in India’s open-footwear industry.
Source: Based on reporting by Indian Retailer, with additional editorial adaptation and analysis.
