Indian cricketer Jasprit Bumrah has taken his association with luggage brand Uppercase a step further by making an equity investment in the company. This move reflects a broader trend of celebrities transitioning from traditional brand endorsements to becoming strategic investors in the businesses they support.
While the financial details of the investment and the stake held by Bumrah remain undisclosed, it’s a notable development, especially since Bumrah has been Uppercase’s brand ambassador since the brand’s inception.
According to Sudip Ghose, founder and managing director of the Mumbai-based company, the partnership is set to expand beyond marketing. Uppercase will collaborate with Bumrah to launch a new product line, including luggage, backpacks, and gym bags specifically designed with athletes and sportspersons in mind. The initiative blends functionality with style, aiming to meet the needs of active individuals.
As part of the agreement, a share of the profits from these co-created products will go to Bumrah, deepening his role in both the creative and business sides of the brand.
Commenting on his investment, Bumrah said in an emailed response, “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.”
He further said, “There’s a lot we are planning to explore, but to keep it simple — I’m bringing in the perspective of someone who’s always on the move. 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.”
This move aligns Bumrah with a growing wave of Indian cricketers who are stepping into the world of startups and investments. Sachin Tendulkar, MS Dhoni, Rohit Sharma, Yuvraj Singh, Hardik Pandya, and Ajinkya Rahane have all made strategic equity investments or launched entrepreneurial ventures in recent years, leveraging their fame to build long-term business value.
Uppercase, which produces all of its products domestically, is set to launch its own manufacturing unit in Nashik in the near future. According to founder Sudip Ghose, approximately 60% of the company’s revenue currently comes from offline retail, with the remaining portion generated through online sales channels.
As per data from Tracxn, Uppercase recorded a revenue of ₹64 crore in the fiscal year 2023–24, alongside a net loss of ₹17.6 crore. The company has not yet submitted its financial results for 2024–25. Founder Sudip Ghose mentioned that the company is targeting break-even in the upcoming year and is also considering the possibility of a public listing down the line.
On his broader investment philosophy, Bumrah said, “I am looking to invest in companies that I feel I can add value to and bring my perspective to product development. I am not looking at specific sectors because impact on society can be found if we find it in the right place, and that’s what I am looking for, in companies, to invest in.”
