Fresh ideas, bold campaigns, and a deep understanding of what today’s beauty consumer wants — Ramya Ramachandran, Head of Marketing at Uppercase, is the creative force behind some of the brand’s most compelling stories. In this candid conversation, she opens up about crafting meaningful brand experiences, navigating the new age of digital marketing, and what makes beauty truly conscious in 2025.
- uppercase has such a bold, minimal, yet statement-making aesthetic. What’s the design philosophy that defines the brand’s style language and how do you ensure it stays relevant in such a fast-changing retail world?
At uppercase, our design philosophy is rooted in the idea of being Never Ordinary. This means creating pieces that stand apart through differentiation in looks, colours, materials, and most importantly, functionality. Every product is designed with intent and crafted with precision to offer a unique blend of form and purpose.
Relevance, for us, is not about chasing trends but anticipating needs. We draw cues from evolving lifestyles and consumer preferences. Today’s consumers seek authentic items that not only function as a utility but also match their identity. So, as a brand, we continuously experiment with different ideas, designs, and color palettes to create what the modern-day consumer can relate to. That’s how uppercase continues to resonate in a world that’s constantly changing its wardrobe.
- The fashion industry is largely associated with the clothing industry. So, what was the idea behind showcasing at the New York Fashion Week and the Paris Fashion Week? How was the experience?
For us, it was about bringing the category into fashion. Luggage and bags have always been seen as functional, but we believe they’re an extension of self-expression and an integral part of your look. With uppercase, we’re reimagining travel gear as a statement of style, not just a tool of convenience.
Showcasing at New York and Paris Fashion Weeks was about taking this belief global and putting Made in India design on the world stage and positioning it as a trendsetter, not a follower. It was also an opportunity to reinforce that sustainability can be cool, style with substance.
To be the first Made in India travel gear brand to debut among some of the biggest global names was a proud and defining moment, not just for us but for Indian design, finding its rightful place in the global conversation.
- Tell us about the new Serendipity collection. Who is the ideal person you envision carrying a bag from the Serendipity collection?
The Serendipity Collection was born from the poetry of unplanned journeys and little coincidences that bring two paths together. Each suitcase carries that idea forward through its design. Colors like soft greens, sandy beige, earthy neutrals, twilight blues, and gentle metallics draw from nature and remind you of shifting horizons. At the same time, the materials stay true to what we believe in: recycled fabrics, sustainable trims, and responsibly sourced details that make every piece feel good in more ways than one.
In many ways, Serendipity celebrates togetherness. It’s designed for couples who travel as partners, not just in destination, but in spirit. The collection mirrors that balance between individuality and harmony that defines modern relationships. For us, Serendipity isn’t just about travel; it’s about the joy of discovering the world, and each other, one journey at a time.
- Sustainability is no longer just a buzzword, especially in fashion and travel. How does uppercase weave responsibility into its design and storytelling without compromising on aesthetic appeal?
For us, sustainability is not a checkbox; it’s the spirit of uppercase. uppercase was established with the promise of giving back to the environment with every step, and we have kept that promise. Each of our offerings is made with materials like recycled polycarbonate, overcoming reliance on plastics and reducing industry wastage.
However, choosing a sustainable brand should never be a compromise. Our promise is to deliver everything: beautiful designs, superior quality, and intelligent functionality, all while staying true to our responsibility toward the planet. We believe great design can inspire mindful choices without ever sacrificing aesthetics.
- The wedding and honeymoon season is a huge moment for travel and accessories. How does uppercase position itself for that audience, the modern couple setting off on their ‘first trip together’?
Our Serendipity Collection perfectly captures the essence of that moment. A wedding is about two individuals coming together, a union of unique personalities that, when combined, complete a beautiful picture. That’s exactly what Serendipity celebrates. Each bag in the collection stands out on its own with a differentiated design, but when paired as a set, they tell a seamless story of individuality and togetherness. It’s a tribute to modern couples who value both style and sentiment, companions for journeys that mark the beginning of forever.
- The modern professional’s life is a blur between airport lounges, boardrooms, and cafés. How does uppercase fit into that rhythm, not just as a product, but as an emotion?
For professionals constantly on the move, uppercase is built around three essentials: convenience, comfort, and style. Take the Pro Cabin, for instance, designed for the frequent work traveller. It allows ease of check-in with a dedicated laptop compartment, smooth wheels for quick transit, and intelligently placed pockets and organisers for effortless access.
In that sense, uppercase becomes more than travel gear; it’s a symbol of readiness and refined rhythm for those who carry purpose wherever they go.
- When can we expect a wedding-exclusive collection from uppercase?
Serendipity is our couple’s collection. It is designed for weddings and built around the real needs and functionality of young couples. The interiors of these bags are thoughtfully designed to complement shared travel habits and dual usage.
Luggage, like marriage, is a partnership for life. So, we don’t view it as a one-time wedding collection but as a lifetime companion. That’s why we’re building an assortment of travel pieces perfect for weddings, where every bag is made to last as long as the memories it carries.
8. You’ve worked with global giants and now helm a proudly Indian brand. How does it feel leading a homegrown label that’s carving its niche in the global lifestyle space?
Leading a homegrown brand like uppercase on the global stage feels deeply personal. Every milestone, especially Paris Fashion Week, reinforces that Indian design deserves to stand shoulder-to-shoulder with the best in the world, not as an alternative but as an originator of ideas. What makes it truly fulfilling is watching the world respond not to “an Indian brand,” but to authentic design that happens to be Indian in its roots.
9. You’re a marketer, but also a storyteller. What’s your secret to crafting campaigns that feel both aspirational and relatable?
While crafting campaigns, start with deep consumer insight. Not just who they are, but why they care. What keeps them up at night? What makes them feel seen? That’s the relatable core.
Then comes the aspirational stretch — not glossy perfection, but a version of themselves they’re excited to grow into. Whether it’s a young renter finding their first home or a traveler choosing their next adventure, I want them to say, “This brand gets me — and makes me want more.”
I also believe in cultural relevance. A campaign isn’t just a message; it’s a moment. So I look for ways to tap into what’s happening around us — trends, memes, movements — and weave them into the narrative.
And finally, the tone. The best stories feel like a friend talking to you, not a brand selling to you. That’s how you earn attention — and affection.
