MAM
Valuemart Retail ropes in Tendulkar as brand ambassador
MUMBAI: Bangalore-based B2C and Retail Solutions firm Valuemart Retail (India) has signed a three-year deal with Sachin Tendulkar to be its brand ambassador.
This is Tendulkar’s first brand endorsement this year. He was last signed by BMW in October 2012.
In the time where his colleagues like Mahendra Singh Dhoni and Virat Kohli are getting a number of endorsements, will Tendulkar’s brand value lessen?
According to Kwan COO Indranil Das Blah, Tendulkar has reached a stage where no one else has yet. “Sachin is in an interesting phase of his life. People are talking about him — whether he is playing or not, retiring or not. He will always continue to attract people. Even after retirement, he will continue to get endorsements because that will be the only place on screen where he would be seen. As far as one is getting him at a good cost, I can’t think of any reason why the brands should stop signing him.”
Tendulkar will promote a range of commemorative products conceptualised by Valuemart Retail, involving the use of his images, photos and logo.
Valuemart Retail founder director C K Vasudevan said, “We are extremely honoured to have Sachin as our brand ambassador for the new initiative planned by the company. Sachin is a global sports icon and personifies the highest standards of excellence and integrity. We believe that we share the same values as Sachin and commit ourselves to deliver the same standards of quality and excellence in our new product initiative.”
Tendulkar said, “I met with Vasudevan and his team sometime back and was impressed by the new initiatives that they are working on. I am happy to be a part of Valuemart’s plans and wish him and his team all success”.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
