Footwear often goes unnoticed in the sustainability conversation—until someone decides to reimagine it from the ground up. What if every step we took left behind not waste, but a smaller footprint on the planet? That question became the foundation for Chupps, a young Indian brand redefining how comfort, fashion, and responsibility can coexist.
Leading this vision is Yashesh Mukhi, Founder of Chupps, who grew up surrounded by the legacy of global footwear giants but chose a path that fused experience with purpose. Drawing from his exposure to global lifestyles during his years abroad and his personal conviction as a long-time vegan, Yashesh envisioned a brand that could prove sustainability and style aren’t opposites—they’re inseparable.
In this conversation with TheCSRUniverse, he reflects on how Chupps has turned sustainability into a design principle rather than a checkbox—through innovations like TruZero™ biodegradable soles, cruelty-free materials, and responsible manufacturing. He also shares how engaging millennial and Gen Z consumers, and collaborating with cultural platforms like the ICC and IPL, has helped Chupps embed responsibility into mainstream fashion.
Read on as Yashesh Mukhi shares how Chupps integrates sustainability, ethical practices, and conscious innovation at the core of its business, offering insights for readers interested in purpose-driven entrepreneurship and responsible corporate practices.
Q&A
Q. You come from a family with a strong footwear legacy and were also influenced by your time abroad. How did these experiences shape your vision for building a purpose-driven brand like Chupps?
A. Both my roots and my travels shaped the vision for Chupps. Growing up in a family deeply entrenched in footwear, my family were the first regional partners for Nike in India, I got an early understanding of product integrity, global benchmarks, and the idea that footwear is more than utility; its identity. That grounding gave me respect for legacy but also the hunger to build something original.
Later, my time studying and working in the US and UK exposed me to cultures where casual dressing and open footwear were not seen as secondary but central to lifestyle. I saw how strongly comfort, self-expression, and outdoor culture influenced fashion choices there. At the same time, I could sense India moving in a similar direction, a young, aspirational population, no longer rigid about formality and increasingly leaning toward ease and authenticity.
COVID accelerated this shift. The demand for premium yet affordable open footwear surged, and it was clear India was ready for a brand that could own this space. That’s how Chupps was born, rooted in Indian originality, elevated by global sensibilities, and designed to redefine how open footwear is perceived. For me, it was never about launching just another brand; it was about two trends of casual fashion and conscious choices coming together and shaping a cultural marker for India’s next generation.
Q. Sustainability is often treated as an add-on in fashion and lifestyle businesses. What made you place it at the very heart of Chupps right from the beginning?
A. Sustainability was never an accessory, it was the starting point. I had seen two realities- one, the growing environmental concerns around the world, and second, the absence of truly eco-conscious yet high-quality footwear in India, Chupps was built to bridge this gap.
Our TruZero biodegradable technology is a good example, it’s not about chasing trends but solving problems that outlast trends. By creating 100% vegan, plastic-free, and biodegradable footwear, we are proving that sustainability can be integral to design, not a compromise or a campaign. This philosophy continues to guide every choice we make, from product innovation to partnerships.
What makes me proud is that this isn’t just about ticking a CSR box. Every decision, from materials to packaging to partnerships is taken with sustainability in mind. It’s what differentiates Chupps in a market where sustainability is often treated as a campaign slogan.
For us, the product is built on a foundation of sustainability, while delivering both comfort and style is at the core of our business model itself.
Q. As a vegan for several years, how has your personal lifestyle shaped Chupps’ commitment to being 100% vegan and cruelty-free; and how do you see this influencing consumer awareness in India?
A. My vegan lifestyle has always been about living with intent and I wanted Chupps to embody that same principle. For me, it wasn’t enough for footwear to look good; it had to do good. That’s why Chupps is 100% vegan, plastic-free, and cruelty-free from the ground up. It wasn’t a branding tactic, it’s a personal conviction turned into a business philosophy.
When we started, India didn’t have many footwear options that were truly vegan. It was either low-quality substitutes or international brands priced beyond reach. We wanted to change that. By using plant-based, biodegradable materials, we proved that it’s possible to combine comfort, durability, and style without compromising on ethics.
The encouraging part is how strongly millennials and Gen Z have responded. They’re not passive buyers, they ask questions, read labels, and look for brands that reflect their values. I believe Chupps has earned trust because we walk the talk. And in doing so, we’re also nudging consumer awareness, showing that conscious living doesn’t mean giving up aspiration or style. It can be both.
Q. TruZero addresses a major environmental challenge in footwear. What were the key hurdles in developing this biodegradable solution, and how has your R&D approach ensured that production remains sustainable, scalable, and innovative?
A. The toughest challenge was material performance. Biodegradable compounds usually break down too soon or lack the strength that shoes demand. We had to create materials that could handle daily wear while still degrading safely at end-of-life. Not to forget the comfort and looks. The second hurdle was production. Most factories are built for petroleum-based inputs, so integrating new formulas without adding cost or energy use required major adjustments.
We focused on three areas. First, material testing with thousands of iterations to balance durability and biodegradability. Second, closed-loop trials to confirm products only break down after use, not during. And the third, process alignment so the materials run on standard equipment, keeping production efficient. This approach made sure the solution works for the planet and for large-scale production.
Q. Many startups struggle to balance commercial success with responsibility. How has Chupps managed to grow rapidly while keeping CSR and sustainability at its core?
A. I believe the idea of “balancing” growth with responsibility is misleading. If responsibility is truly embedded, it fuels growth rather than slows it down. At Chupps, CSR is not a side initiative; it shapes everything we do, from supply chain design to product development.
Take our sourcing for example: biodegradable inputs through TruZero, ethical manufacturers, and strict waste minimization practices. Or our retail strategy: we choose partners who align with our values. This way, sustainability isn’t an afterthought; it’s a lens through which growth happens.
And the results speak for themselves. In just three years, we’ve grown rapidly while building trust as a brand that stands for something bigger than products. I firmly believe businesses that don’t internalize responsibility today won’t stay relevant tomorrow. Our journey shows that doing well and doing good are not opposites, they are inseparable.
Q. How has the growing demand for sustainable products among millennials and Gen Z influenced Chupps’ CSR strategy and approach to responsible production?
A. Millennials and Gen Z have redefined what success looks like for brands. They don’t just buy products; they buy into values. Their growing demand for sustainable, ethical options has been one of the strongest forces shaping Chupps’ CSR strategy.
We treat CSR not as a department but as a design principle. Every product decision, every supply chain choice is influenced by what this generation values, transparency, accountability, and authenticity. Their demand has also pushed us to innovate faster: expanding into new categories, building campaigns that engage them meaningfully, and staying transparent about our practices.
For me, the most exciting part of building Chupps is being in constant dialogue with a generation that is unapologetic about responsibility. They keep us sharp, relevant, and future-ready. This mindset is reflected across categories in micro-trends like farm-to-fork dining, meet-the-farmer initiatives, and rigorous source checks and each pointing towards a broader theme of conscious living, accountability and future-ready.
Q. Chupps has partnered with large platforms like ICC and IPL teams. How do such collaborations help strengthen your sustainability mission and communicate CSR values at scale?
A. Partnerships with platforms like the ICC and IPL are about cultural resonance. These are not just sporting events; they are cultural moments that unite millions of Indians. For us, aligning with them allows sustainability to enter mainstream conversations in a relatable way.
These partnerships give us visibility with young audiences who care deeply about conscious choices. It’s not just about visibility—it’s about being part of the cultural conversations and we’re showing up where it matters. In markets like Mumbai and Gujarat, where our community is strong, these collaborations have deepened our brand relevance and emotional connection with consumer engagement.
To me, these aren’t sponsorships but storytelling platforms. They allow us to reflect the evolving mindset of a generation that sees sustainability not as a constraint, but as a confident, forward-looking lifestyle choice.
Q. How does Chupps measure the environmental impact of innovations like TruZero, and ensure these practices are scalable and feasible?
A. For us, measuring is as important as innovation. If you can’t measure impact, you can’t improve it. Our processes are structured to ensure scalability, so sustainability isn’t sacrificed as production expands. With TruZero, we track metrics like landfill reduction, decomposition timelines, and lifecycle analyses. These data points help us refine the technology and set benchmarks for the wider industry.
Scalability is equally important. We’ve built our processes so that sustainability doesn’t get diluted as we expand. Holding patents and exclusivities on key material inputs ensures we can protect quality while scaling responsibly. The aim is not only to grow Chupps but also to influence how the entire Indian footwear industry approaches sustainability.
In short, we want to make sustainability mainstream, not just feasible for us, but replicable across the sector.
Q. By the end of the decade, you aim to make Chupps the most loved open-footwear brand in India. What larger change do you hope the company will inspire in the way Indians think about fashion, consumption, and sustainability?
A. Yes, becoming India’s most loved open-footwear brand is an ambition. But the larger vision is to spark a shift in how Indians think about fashion and consumption. We want to show that sustainable fashion doesn’t have to mean compromise, it can be stylish, accessible, and aspirational.
If by 2030, sustainability is no longer the exception but the norm in fashion, if consumers routinely ask about impact as much as they ask about price or design, then Chupps will have played its part. I don’t just want Chupps to lead in market share; I want it to lead in mindset change.
Ultimately, fashion is not just about what we wear, but the choices we make. I hope Chupps inspires Indians to see sustainability not as an obligation, but as an opportunity, an opportunity to look good, feel good, and do good, all at once.
