US-based venture capital firm Accel Partners has invested about $15 million (Rs 100 crore) in Sachin Tendulkar-backed celebrity fashion company Universal Sportsbiz Pvt. Ltd (USPL), a press statement said.
USPL was founded in 2012 by former national-level badminton player Anjana Reddy, a member of the business family that once controlled media firm Deccan Chronicle Holdings Ltd. Tendulkar is a minority shareholder in the firm.
USPL is also associated with cricketer Virat Kohli and actress Shraddha Kapoor, whose fashion labels—Wrogn and Imara—it launched in October 2014 and February 2015, respectively. The company also sells celebrity fashion accessories and merchandise on online platform Collectabillia.
