Brands
Hyundai Motor India appoints para archer Sheetal Devi as brand ambassador
World No. 1 para archer to front campaigns on accessibility, inclusion and social impact
MUMBAI: Hyundai is taking its brand message to the bullseye, appointing 19-year-old para archer Sheetal Devi as its brand ambassador as the automaker looks to put greater focus on inclusion and accessibility.
The partnership brings the World No. 1 women’s compound para archer and reigning world champion into Hyundai Motor India’s marketing and social-impact initiatives. The association will cover purpose-led campaigns, accessibility programmes, inclusion efforts and communication around Hyundai’s global vision of “Progress for Humanity”.
Devi, from Loidhar village in Jammu & Kashmir’s Kishtwar district, has already packed a remarkable résumé into her 19 years. An Arjuna Awardee and Paralympic medallist, she has set two world records and won three Asian Games medals. She is also the first Indian para archer to be selected for an able-bodied national team.
As of September 9, 2026, Devi holds the No. 1 ranking in women’s compound para archery and is the reigning world champion after winning gold at the 2025 World Archery Para Championships in Gwangju, South Korea.
Hyundai’s association with Devi is not entirely new. The company has supported her since 2023 through its Samarth by Hyundai initiative, and the latest partnership expands that relationship from sponsorship into a broader brand-ambassador role.
Tarun Garg, Managing Director and CEO, Hyundai Motor India, said Devi represents the ability to challenge limitations and create opportunities, adding that the partnership will seek to spark conversations around inclusion, accessibility and equal opportunities.
Devi said the association reflects a shared belief in perseverance, inclusion and excellence, and that she hopes to contribute to initiatives encouraging people to recognise their abilities and pursue their ambitions.
For Hyundai, the collaboration comes with a clear purpose beyond sporting credentials. The company said it plans to work with Devi on campaigns and community initiatives centred on accessibility, representation and equal opportunity.
And with a world champion already hitting targets at the highest level, Hyundai is betting that her story can help its own message of breaking barriers find a much wider audience.
