DISRUPTING INDIA’S RS 33,000-CR FOOTWEAR MARKET WITH SMART LICENSING

Chupps redefined India’s open footwear market with its 100 percent vegan, plastic-free, and biodegradable designs.

- BY RISHABH SHARMA

India's footwear industry was on a remarkable growth trajectory, generating $33.77 billion in 2025 and expanding at a compound annual growth rate of 11.21 percent through 2030. By the end of the decade, the market has been expected to reach four billion pairs in volume, with per capita consumption recorded at 1.84 pairs annually.

Established in 2019 by Gaurav Agarwal and Yashesh Mukhi, Chupps had emerged as a disruptor in India's open footwear segment. Headquartered in Mumbai, the brand sought to redefine comfort footwear, combining modern design, sustainability, and performance to appeal to India's fashion-forward youth.

Sustainability had remained central to Chupps' philosophy from the very beginning. Every product is 100 percent vegan, plastic-free, and cruelty-free. The brand's proprietary “True Zero” technology allowed footwear to biodegrade naturally within 24 months of disposal, marking a milestone in India's footwear innovation landscape.

Licensing and Market Position

In a competitive space dominated by local and global players, Chupps built brand recognition through strategic licensing partnerships. “We used licensing as a means to build credibility and goodwill around the brand. We collaborated with licensors who shared our philosophy and vision,” Mukhi explained.