uppercase, the Mumbai-based direct-to-consumer (D2C) luggage brand renowned for its environmentally conscious and stylish travel gear, has announced a significant equity investment from its long-standing brand ambassador and the Indian cricket team icon, Jasprit Bumrah.
Bumrah, who has been the prominent face of uppercase since its inception in 2021, will now transition into a stakeholder role, marking a deeper and more strategic alliance between the cricketer and the company. This investment forms part of a bridge funding round for uppercase, strategically aimed at bolstering the brand’s ambitious plans for retail expansion and driving product innovation.
A key highlight of this strengthened collaboration will be the co-creation of a new, specialised product line by uppercase and Bumrah. This exclusive range will encompass luggage, backpacks, and gym bags meticulously designed to cater to the specific needs of sportspeople.
Speaking about his increased involvement with uppercase, Jasprit Bumrah expressed his admiration for the brand’s core values and said, “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. 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.
“It’s the way Uppercase has built something meaningful in a space that’s very cluttered. Their focus on sustainable materials, functionality, and design, and the fact that they’re doing it all out of India — was really impressive. Whether it’s long tours or short trips, I know the small things that make a big difference in a bag. I want the design to be clean, functional, and genuinely useful —especially for people who travel often, like athletes or professionals.”
Sudip Ghose, Managing Director and Founder of uppercase added, “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.
“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.”
Founded in 2021 by Sudip Ghose, Uday Sodhi, Arnob Mondal Kumar, Shivaprasad Eregowda, Nidhi Rajora, and Dheeraj Goyal, uppercase specialises in designing and manufacturing eco-friendly travel essentials, including durable hard luggage, versatile backpacks, spacious duffel bags, and functional office satchels. The brand offers its sustainable range through multiple online and offline channels. It currently operates 1,600 points of sale across India and plans to expand to 4,000. 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.
This enhanced collaboration between uppercase and Jasprit Bumrah underscores the brand’s unwavering commitment to innovation, sustainability, and forging strategic alliances to propel its growth within the competitive luggage market.