BSC named official wardrobe partner for Jio Star Cricket 2026 season
17 April 2026, Mumbai
Bombay Shirt Company (BSC) has been named as the official wardrobe partner for the Jio Star Cricket 2026 season. This partnership represents a shift in sports sponsorship from mass-market apparel to specialized, made-to-measure solutions. By outfitting the broadcast anchors and commentators, BSC is leveraging a platform that reached a staggering 821 million concurrent viewers during the recent T20 World Cup final. This visibility serves as a critical commercial vehicle for the brand to showcase its high-performance fabrics, including wrinkle-free bamboo blends and Giza cottons, to an audience increasingly seeking a balance between formal structure and athletic comfort.
Scaling customization through omni-channel growth
The partnership coincides with a robust retail expansion, as BSC targets a 25 per cent increase in annual recurring revenue through its ‘FitSmart’ technology. This proprietary 3D-body scanning system bridges the gap between physical measurement and digital scalability, addressing the ‘standardization fatigue’ prevalent in the bridge-to-luxury segment. Recent data indicates, the brand’s omnichannel customers - those utilizing both in-store scanning and online reordering—demonstrate a 40 per cent higher lifetime value than single-channel shoppers. This retail offensive is currently focused on high-density hubs like Delhi NCR and Mumbai, where the demand for personalized apparel is outpacing traditional off-the-rack luxury.
Bridging the gap in performance tailoring
The primary challenge for BSC lies in maintaining artisanal quality while managing a rapidly scaling supply chain across its 31 national outlets. However, the opportunity within the Indian menswear market is substantial; the segment is projected to reach $45.5 billion by late 2026. By integrating with Jio Star’s digital-first broadcast ecosystem, BSC is not merely selling shirts but is positioning ‘tech-enabled bespoke’ as a viable, scalable model for the modern Indian professional who demands both fabric provenance and a flawless, data-backed fit.
Pioneering custom retail
Founded in 2012 as India’s first online custom shirt brand, Bombay Shirt Company has evolved into a comprehensive lifestyle player. Operating 31 stores across 13 cities, the brand specializes in made-to-measure shirts, trousers, and denim. With a focus on tech-integrated retail, BSC aims to double its physical footprint by 2027 while maintaining a strong foothold in international markets like New York.
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