Cricketer Jasprit Bumrah, who has endorsed travel gear brand uppercase for the past three years, has now “upgraded” his association to that of investor.
The move reflects a broader trend among Indian athletes (cricketers in particular) of stepping beyond traditional endorsements to take ownership roles in consumer brands.
Founded with a focus on sustainability, uppercase designs and manufactures travel products using recycled materials. Bumrah will now contribute to product development and collaborate on a new line that merges his design inputs with the company’s functional and environmental focus.
“We are thrilled to have Jasprit not just as the face of uppercase, but now as an integral part of our family. His commitment, resilience, and innovative mindset truly reflect the core values of our brand. With Jasprit by our side, we are excited to shape a new chapter — one that blends purpose, performance, and innovation in the world of travel,” Sudip Ghose, MD & founder of uppercase, said.
The partnership comes at a time when uppercase is expanding its footprint in India’s Rs 10,000 crore backpack and travel gear market, Financial Express reports. The company recently raised Rs 75 crore (approx $9 million) in a Series B round led by Accel. It currently operates across 1,600 points of sale and plans to scale to 4,000 in the coming years.
“I have always admired uppercase’s ethos of creating environmentally friendly bags from recycled materials — a mission that strongly resonates with both my wife and me. As we consider the future for our children and the upcoming generation, it becomes increasingly essential to support brands that emphasize sustainability. By choosing to invest in uppercase, I feel proud to be part of a movement that aligns with my values and aspirations for a more sustainable planet,” Bumrah said.
