Uppercase Ropes in Jasprit Bumrah as Investor, to Launch Premium Product Line Ahead of Festive Season

• ByStartupStory     |    April 14, 2025

Sustainable luggage brand Uppercase announced on Monday that ace cricketer Jasprit Bumrah has joined the company as an investor, marking a significant leap in their partnership. Previously associated as a brand ambassador, Bumrah now joins the company’s cap table and will play an active role in shaping Uppercase’s future product offerings.

As part of the collaboration, the company revealed plans to launch a new premium product line—co-created with Bumrah—that will include luggage, backpacks, and gym bags designed especially for sportspersons. This exclusive line is expected to hit the market just before this year’s festive season.

“While we have stores in metros like Mumbai, Delhi, Kolkata, and Bengaluru, we also have stores in Sonipat, Wayanad, Prayagraj, and other Tier II cities and we see a lot of action there too. That’s why we’ve kept the prices attractive. Since this is a designer brand, but we wanted to keep it affordable so we can reach the maximum number of people. The JB line however will come at a premium since it will be a custom design & exclusive line,” said Sudip Ghose, Founder & Managing Director of Uppercase.

While the name of the new product line is yet to be finalised, the brand confirmed that it will be priced at the higher end of Uppercase’s existing range and a portion of its profits will be shared with Bumrah. The company, however, did not disclose the size of Bumrah’s equity investment.

Ghose also confirmed that the cricketer will actively work with the Uppercase team in curating the new offerings to ensure the line reflects Bumrah’s sporty, aspirational appeal. “We see this as more than just a celebrity association—it’s a strategic product collaboration that allows us to offer something truly unique,” he added.

Founded in 2021, Mumbai-based Uppercase has quickly gained traction in the travel and lifestyle accessories market with its sustainable backpacks, duffle bags, and luggage. Backed by Accel, the company has been scaling operations across both online and offline channels, including general trade and modern retail.

Currently operating 17 stores across India, including in Tier II cities, the brand is eyeing an expansion to 50 stores by the end of FY25. The company is also looking to break even by FY28 and targets an Annual Recurring Revenue (ARR) of over Rs 200 crore by the end of this financial year.

Last year, Uppercase raised $9 million in a Series B round led by Accel, valuing the company at $60 million. Earlier funding rounds, including seed and pre-Series A, brought in $8.5 million from Emam Holdings and Sixth Sense Ventures.

Uppercase competes in the growing luggage and lifestyle space with new-age brands like Mokobara, EUME, and Nasher Miles, along with legacy players such as American Tourister and Safari.

The brand’s upcoming collaboration with Jasprit Bumrah marks a notable evolution in the Indian D2C space—blending celebrity-led innovation with sustainability and accessibility.

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