Brands
SML ropes in Sachin Tendulkar as brand ambassador to deepen farmer outreach
Cricket icon to front nationwide campaign as agri firm sharpens trust and innovation focus
MUMBAI: That’s a straight drive into the farm sector. SML Limited has signed cricket legend Sachin Tendulkar as its brand ambassador as the company looks to strengthen its connect with farmers and reinforce its trust-led growth strategy across India and overseas markets.
The partnership comes as the agricultural solutions company expands its focus on innovation, sustainability and farmer engagement amid growing demand for science-led farming practices. SML said Tendulkar’s credibility and wide appeal across both urban and rural India align with its efforts to build stronger relationships with farmers, dealers, distributors and other stakeholders in the agricultural ecosystem.
With a presence spanning more than five decades, SML operates across crop nutrition, crop protection and biological solutions. The company said the industry is undergoing rapid transformation as climate change, food security concerns and sustainability priorities reshape agricultural practices, making trusted brands and long-term farmer relationships increasingly important.
Rather than positioning the collaboration as a traditional celebrity endorsement, SML said the association reflects shared values of trust, consistency, performance and long-term impact. It expects Tendulkar’s reputation to strengthen confidence in its portfolio of agricultural products while supporting wider awareness of its expanding innovation pipeline.
Commenting on the partnership, Sachin Tendulkar said, “The future of agriculture will be shaped by ideas that combine innovation with purpose. It is encouraging to see SML working towards solutions that can empower farmers and contribute to a more sustainable future.”
Sharing the company’s perspective, SML Limited managing director Bimal Shah said the Indian agri-input industry is evolving beyond product innovation, with farmer confidence, channel trust and corporate credibility becoming key drivers of long-term growth.
He added that Tendulkar’s values of trust, excellence, consistency and performance make him a natural fit for the company. Shah also said the partnership reinforces SML’s commitment to innovation, sustainability and delivering high-performance agricultural solutions that support India’s farming community.
As part of the collaboration, the company will launch an integrated marketing campaign across television, digital platforms, print media, dealer engagement programmes and on-ground farmer outreach initiatives nationwide.
The campaign, titled “SML, Fasal Ka Master Blaster,” draws inspiration from Tendulkar’s batting style, comparing his balance of defence and attack with SML’s combined expertise in crop nutrition and crop protection. It also positions farmers as the true champions of Indian agriculture while highlighting the role of science-backed and sustainable farming practices in improving productivity and protecting crop health.
Beyond India, SML believes Tendulkar’s global recognition, particularly across cricket-loving markets, will help enhance the company’s international visibility as it expands its overseas footprint.
The announcement comes as SML continues to invest in research and development, patented technologies, new product registrations and discovery-based molecules. The company is also developing next-generation agricultural solutions aimed at addressing climate resilience, food security, resistance management and sustainable farming, as it looks to strengthen its position in a rapidly evolving global agriculture market.
