Gaurav Agarwal and Yashesh Mukhi
Co-founders CHUPPS
Our products are anti-skid and super long-lasting
CHUPPS is a consumer-oriented vegan flip-flop brand with anti-fade prints and natural rubber soles designed specifically for the Indian marketplace. Fibre2Fashion speaks to Co-founders Gaurav Agarwal and Yashesh Mukhi, who have re-invented flip-flops and turned them into fashionable footwear for millennials and Gen Z.
How and when was Chupps founded?
Our families were in the fashion retailing business for the past 25 years. We wanted to build upon the experience to carve out a cool brand which finds it way into every household in India. After selling our previous fashion ventures to Arvind Brands and Future Group, we launched Chupps in 2019.
Why did you decide to get into the footwear industry?
Our dream is to re-invent the world of footwear and transform it into a hip fashion accessory for the millennials and the Gen Z, with a promise of extreme comfort, steady-grip and premium materials.
How competitive is the footwear market?
The global footwear market is highly competitive and fragmented with a few major players and a seemingly endless array of smaller players, including designers, marketers, manufacturers and retailers—all vying for the share.
What are some of the major growth drivers?
Customers’ feedback is one of our biggest growth drivers. We want to provide only the best for them and fulfil all their needs. In other words, delivering customers’ preferred experience is our major growth driver. Along with this, we are also very driven with innovation and introducing new, fun footwear.
Which are your top performing markets?
In terms of marketplaces, it is Myntra, Amazon, and Flipkart. State-wise is it Maharashtra, Tamil Nadu, and Karnataka.
Which are your top selling product categories?
Flip-flops and slides are our top selling products.
How different are Gen Z and millennials when it comes to consumer preferences?
They are more or less the same. Quirky prints and cool designs are more preferred by Gen Z.
Millennials prefer overall customer experience and quality, while Gen Z is into quick trends.
Where are the products made?
Our products are manufactured in Delhi and Sri Lanka.
What is the inspiration for Chupps’ products?
We have collections inspired by multiple things. We take inspiration from things around us. For example, Indian elements, artistic Persian rugs, and mothers of India.
What are some of the leading footwear trends in India?
Slippers, sandals and slides that provide extreme comfort are always in demand.
What are the future plans at Chupps?
Our future plans include increasing the product range and dive into other footwear segments.
What makes Chupps different than the rest?
Our footwear is made out of natural rubber, and we have extremely lightweight, comfortable products.
Along with this, our products are anti-skid and super long-lasting. Also, what makes us different is our digital, quirky prints with high longevity and anti-fade properties.
How sustainable are your products?
We are a highly sustainable brand while also being vegan.
What is the story behind the collections?
Indian Impression: Inspired by Indian Elements
Kaleen: Inspired by Persian Rugs
Banana leaf: The sole is designed exactly like the banana leaf
Mummy ka pyaar: Inspired by tough love, nostalgia and a mother’s love
NazarBattu: Inspired by the desi emotion of superstitions
Horn OK: Inspired by everyday travelling and road trips in India.
Published on: 08/02/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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