Cricketer Jasprit Bumrah has joined travel gear brand Uppercase as an investor, formalising a deeper partnership with the company he has endorsed for the past three years. The move reflects a broader trend of Indian athletes 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, who first associated with the brand as its ambassador, 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, the MD & Founder of uppercase, said.
The partnership comes at a time when Uppercase is expanding its footprint in India’s ₹10,000 crore backpack and travel gear market. 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.