Bollywood Actor Sidharth Malhotra launches New Era Caps in India exclusively on Jabong

Bollywood Actor Sidharth Malhotra launches New Era Caps in India exclusively on Jabong

Sidharth Malhotra_Jabong New Era Launch

Participants open gift box using a unique micro-controller based mind-reading headset that measures concentration levels

Movie and sports enthusiasts got a splendid treat as Bollywood actor Sidharth Malhotra launched the iconic international headwear brand New Era Cap for Jabong. In a launch party hosted by Jabong at Hotel Intercontinental, Mumbai. New Era Cap headwear will now exclusively be available on India’s leading online fashion portal, Jabong. New Era’s licensed products including New York Yankees, Los Angeles Dodgers, Manchester United, NBA Brooklyn Nets, NBA Cleveland Cavaliers, NBA Chicago Bulls, NBA Miami Heat and many more will be available for men, women and kids in different variants with prices ranging from Rs.1000 to Rs.3000.

Launch Ceremony_Jabong New Era

The emcee kicked off the event with an engagement activity, “Tele connect with New Era Cap”, which allowed the audience to open a gift box using their minds instead of their hands. The concentration level of the participants was tested using a mind reading headset and micro-controllers. Once their concentration levels reached a certain limit, the box with a gift opened on its own. This was followed by an introduction to the brand by Paul Gils, Vice President EMEA, New Era Cap and Rahul Taneja, Chief Business Officer, Jabong along with Bollywood actor Sidharth Malhotra

Rahul Taneja, Chief Business Officer, Jabong, said, “The addition of the iconic brand New Era Cap will strengthen Jabong’s existing strong portfolio of sportswear.Bollywood superstar Salman Khan had termed Siddharth Malhotra as a ‘diamond’ in the industry, and I am excited that he is formally launching New Era on Jabong. I am sure that his passion for sports and fitness will truly resonate with our audience and give them a chance to experience the New Era products through Jabong.” 

Paul Gils, Vice President EMEA, New Era Cap, said, ““It has been an incredible experience launching New Era Cap in India. I am confident that our association with Jabong will go a long way. With more than 350 million people between the age of 10 and 24, India has a growing fan base for a variety of sports such as basketball and football who follow top global sporting leagues feverishly. New Era cater to those discerning sports fans who want to get a more intimate experience with their favorite teams and it is pretty evident from this wonderful reception that India is ready to embrace the sports fashion trends that are sweeping the world over.”

Jabong is known for bringing a multitude of sports and other iconic international brands in India. As one of India’s top online fashion destinations with a focus on sports, Jabong also regularly engages with its youth-centric audience through its exclusive partnerships with top sporting events such as the Airtel Delhi Half Marathon, Standard Chartered Mumbai Marathon, Tata Steel Kolkata 25K, TCS World 10K, NBA Jam, 5×5 Turf War among others.


Jabong is a major fashion multi-brand e-store that offers a wide selection of over 350,000 products across footwear, apparel, jewellery and accessories categories. With more than 1500 international high-street brands, sports labels, Indian ethnic and designer labels and over 150,000 styles from over a thousand sellers, Jabong brings to its customers the latest trends from across the globe.


Since 1920, New Era Cap has been handcrafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment.  The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries.