diff --git a/.travis.yml b/.travis.yml
index bdbc97b9..350327c9 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -41,7 +41,7 @@ script:
     fi
 
 after_success:
-  - # make deploy-images
+  - make deploy-images
 
 notifications:
   email:
diff --git a/Makefile b/Makefile
index a09aa268..792afe1d 100644
--- a/Makefile
+++ b/Makefile
@@ -1,3 +1,57 @@
+# Copyright © 2020 The OpenEBS Authors
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+
+# IMAGE_ORG can be used to customize the organization 
+# under which images should be pushed. 
+# By default the organization name is `openebs`. 
+
+ifeq (${IMAGE_ORG}, )
+  IMAGE_ORG = openebs
+  export IMAGE_ORG
+endif
+
+# Specify the date of build
+DBUILD_DATE=$(shell date -u +'%Y-%m-%dT%H:%M:%SZ')
+
+# Specify the docker arg for repository url
+ifeq (${DBUILD_REPO_URL}, )
+  DBUILD_REPO_URL="https://github.com/openebs/upgrade"
+  export DBUILD_REPO_URL
+endif
+
+# Specify the docker arg for website url
+ifeq (${DBUILD_SITE_URL}, )
+  DBUILD_SITE_URL="https://openebs.io"
+  export DBUILD_SITE_URL
+endif
+
+# Determine the arch/os
+ifeq (${XC_OS}, )
+  XC_OS:=$(shell go env GOOS)
+endif
+export XC_OS
+
+ifeq (${XC_ARCH}, )
+  XC_ARCH:=$(shell go env GOARCH)
+endif
+export XC_ARCH
+
+ARCH:=${XC_OS}_${XC_ARCH}
+export ARCH
+
+export DBUILD_ARGS=--build-arg DBUILD_DATE=${DBUILD_DATE} --build-arg DBUILD_REPO_URL=${DBUILD_REPO_URL} --build-arg DBUILD_SITE_URL=${DBUILD_SITE_URL} --build-arg ARCH=${ARCH}
 
 # deps ensures fresh go.mod and go.sum.
 .PHONY: deps
@@ -48,7 +102,7 @@ upgrade-image.amd64: upgrade
 	@echo "-----------------------------------------------"
 	@cp bin/${UPGRADE}/${UPGRADE} build/${UPGRADE}
 	@cd build/${UPGRADE} && \
-	 sudo docker build -t "${HUB_USER}/${UPGRADE_REPO_NAME_AMD64}:${IMAGE_TAG}" --build-arg BUILD_DATE=${BUILD_DATE} .
+	 sudo docker build -t "${HUB_USER}/${UPGRADE_REPO_NAME_AMD64}:${IMAGE_TAG}" ${DBUILD_ARGS} .
 	@rm build/${UPGRADE}/${UPGRADE}
 
 .PHONY: upgrade-image.arm64
@@ -59,7 +113,7 @@ upgrade-image.arm64: upgrade
 	@echo "-----------------------------------------------"
 	@cp bin/${UPGRADE}/${UPGRADE} build/${UPGRADE}
 	@cd build/${UPGRADE} && \
-	 sudo docker build -t "${HUB_USER}/${UPGRADE_REPO_NAME_ARM64}:${IMAGE_TAG}" --build-arg BUILD_DATE=${BUILD_DATE} .
+	 sudo docker build -t "${HUB_USER}/${UPGRADE_REPO_NAME_ARM64}:${IMAGE_TAG}" ${DBUILD_ARGS} .
 	@rm build/${UPGRADE}/${UPGRADE}
 
 
@@ -69,3 +123,9 @@ upgrade-image.arm64: upgrade
 .PHONY: cleanup-upgrade
 cleanup-upgrade: 
 	rm -rf ${GOPATH}/bin/${UPGRADE}
+
+
+# Push images
+.PHONY: deploy-images
+deploy-images:
+	@./build/deploy.sh
diff --git a/build/deploy.sh b/build/deploy.sh
new file mode 100755
index 00000000..20fef701
--- /dev/null
+++ b/build/deploy.sh
@@ -0,0 +1,28 @@
+#!/bin/bash
+# Copyright 2020 The OpenEBS Authors.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+set -e
+
+# Determine the arch/os we're building for
+ARCH=$(uname -m)
+
+if [ "${ARCH}" = "x86_64" ]; then
+  UPGRADE_IMG="${IMAGE_ORG}/upgrade-amd64"
+elif [ "${ARCH}" = "aarch64" ]; then
+  UPGRADE_IMG="${IMAGE_ORG}/upgrade-arm64"
+fi
+
+# tag and push all the images
+DIMAGE="${UPGRADE_IMG}" ./build/push
diff --git a/build/push b/build/push
new file mode 100755
index 00000000..6f2df84b
--- /dev/null
+++ b/build/push
@@ -0,0 +1,126 @@
+#!/bin/bash
+
+# Copyright 2020 The OpenEBS Authors. All rights reserved.
+#
+# Licensed under the Apache License, Version 2.0 (the "License");
+# you may not use this file except in compliance with the License.
+# You may obtain a copy of the License at
+#
+#     http://www.apache.org/licenses/LICENSE-2.0
+#
+# Unless required by applicable law or agreed to in writing, software
+# distributed under the License is distributed on an "AS IS" BASIS,
+# WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+# See the License for the specific language governing permissions and
+# limitations under the License.
+
+set -e
+
+if [ -z ${DIMAGE} ];
+then
+  echo "Error: DIMAGE is not specified";
+  exit 1
+fi
+
+IMAGEID=$( sudo docker images -q ${DIMAGE}:ci )
+echo "${DIMAGE}:ci -> $IMAGEID"
+if [ -z ${IMAGEID} ];
+then
+  echo "Error: unable to get IMAGEID for ${DIMAGE}:ci";
+  exit 1
+fi
+
+# Generate a unique tag based on the commit and tag
+BUILD_ID=$(git describe --tags --always)
+
+# Determine the current branch
+CURRENT_BRANCH=""
+if [ -z ${TRAVIS_BRANCH} ];
+then
+  CURRENT_BRANCH=$(git branch | grep \* | cut -d ' ' -f2)
+else
+  CURRENT_BRANCH=${TRAVIS_BRANCH}
+fi
+
+# Depending on the branch where builds are generated,
+# set the tag CI (fixed) and build tags.
+BUILD_TAG="${CURRENT_BRANCH}-${BUILD_ID}"
+CI_TAG="${CURRENT_BRANCH}-ci"
+if [ ${CURRENT_BRANCH} = "master" ]; then
+  CI_TAG="ci"
+fi
+
+echo "Set the fixed ci image tag as: ${CI_TAG}"
+echo "Set the build/unique image tag as: ${BUILD_TAG}"
+
+function TagAndPushImage() {
+  REPO="$1"
+
+  # Trim the `v` from the TAG if it exists
+  # Example: v1.10.0 maps to 1.10.0
+  # Example: 1.10.0 maps to 1.10.0
+  # Example: v1.10.0-custom maps to 1.10.0-custom
+  TAG="${2#v}"
+
+  # Add an option to specify a custom TAG_SUFFIX
+  # via environment variable. Default is no tag.
+  # Example suffix could be "-debug" of "-dev"
+  IMAGE_URI="${REPO}:${TAG}${TAG_SUFFIX}";
+
+  sudo docker tag ${IMAGEID} ${IMAGE_URI};
+  echo " push ${IMAGE_URI}";
+  sudo docker push ${IMAGE_URI};
+}
+
+
+if [ ! -z "${DNAME}" ] && [ ! -z "${DPASS}" ];
+then
+  sudo docker login -u "${DNAME}" -p "${DPASS}";
+
+  # Push CI tagged image - :ci or :branch-ci
+  TagAndPushImage "${DIMAGE}" "${CI_TAG}"
+
+  # Push unique tagged image - :master-<uuid> or :branch-<uuid>
+  # This unique/build image will be pushed to corresponding ci repo.
+  TagAndPushImage "${DIMAGE}-ci" "${BUILD_TAG}"
+
+  if [ ! -z "${TRAVIS_TAG}" ] ;
+  then
+    # Push with different tags if tagged as a release
+    # When github is tagged with a release, then Travis will
+    # set the release tag in env TRAVIS_TAG
+    TagAndPushImage "${DIMAGE}" "${TRAVIS_TAG}"
+    TagAndPushImage "${DIMAGE}" "latest"
+  fi;
+else
+  echo "No docker credentials provided. Skip uploading ${DIMAGE} to docker hub";
+fi;
+
+# Push ci image to quay.io for security scanning
+if [ ! -z "${QNAME}" ] && [ ! -z "${QPASS}" ];
+then
+  sudo docker login -u "${QNAME}" -p "${QPASS}" quay.io;
+
+  # Push CI tagged image - :ci or :branch-ci
+  TagAndPushImage "quay.io/${DIMAGE}" "${CI_TAG}"
+
+  if [ ! -z "${TRAVIS_TAG}" ] ;
+  then
+    # Push with different tags if tagged as a release
+    # When github is tagged with a release, then Travis will
+    # set the release tag in env TRAVIS_TAG
+    TagAndPushImage "quay.io/${DIMAGE}" "${TRAVIS_TAG}"
+    TagAndPushImage "quay.io/${DIMAGE}" "latest"
+  fi;
+else
+  echo "No docker credentials provided. Skip uploading ${DIMAGE} to quay";
+fi;
+
+#Push image to run openebs-e2e based on git commit
+if [ ! -z "${COMMIT}" ];
+then
+  sudo docker login -u "${GITLAB_DNAME}" -p "${GITLAB_DPASS}";
+
+  # Push COMMIT tagged image - :COMMIT
+  TagAndPushImage "${DIMAGE}" "${COMMIT}"
+fi;
\ No newline at end of file
diff --git a/build/upgrade/Dockerfile b/build/upgrade/Dockerfile
index 1695d14a..8bbee4f5 100644
--- a/build/upgrade/Dockerfile
+++ b/build/upgrade/Dockerfile
@@ -8,13 +8,15 @@ FROM alpine:3.11.5
 # copy the latest binary
 COPY upgrade /usr/local/bin/upgrade
 
-ARG BUILD_DATE
-
+ARG ARCH
+ARG DBUILD_DATE
+ARG DBUILD_REPO_URL
+ARG DBUILD_SITE_URL
 LABEL org.label-schema.name="upgrade"
 LABEL org.label-schema.description="upgrades openebs components"
-LABEL org.label-schema.url="https://openebs.io/"
-LABEL org.label-schema.vcs-url="https://github.com/openebs/maya"
 LABEL org.label-schema.schema-version="1.0"
-LABEL org.label-schema.build-date=$BUILD_DATE
+LABEL org.label-schema.build-date=$DBUILD_DATE
+LABEL org.label-schema.vcs-url=$DBUILD_REPO_URL
+LABEL org.label-schema.url=$DBUILD_SITE_URL
 
 ENTRYPOINT ["upgrade"]