Anjana Reddy's Universal Sportsbiz uses celebrities to build apparels

USPL has combined celebrity appeal with good assortment and marketing

Mumbai-based Sonia Kulkarni, a working woman in her late-20s, likes to buy clothes from a multi-brand store like Shoppers Stop, where she can touch, feel and try them before buying. On her last three visits, she has picked a casual wear brand Imara for its superior ‘‘hand-feel".
 

Endorsed by actor Jacqueline Fernandez, Imara is sold by Bengaluru-based start-up Universal Sportsbiz Pvt Ltd (USPL), which recently raised Rs 1 billion from VC firms Accel and Alteria Capital. USPL also sells Wrogn, a casual wear men’s line in association with cricketer Virat Kohli, and Ms. Taken, a western wear line in a