SML Limited has appointed cricket legend Sachin Tendulkar as its brand ambassador as the company looks to strengthen its connect with farmers and stakeholders across India’s agricultural value chain.
The partnership aligns with SML’s focus on trust, scientific innovation and sustainable farming solutions across crop nutrition, crop protection and biologicals. The company believes Tendulkar’s credibility and strong connect across both rural and urban India will help reinforce confidence in its agricultural solutions.
Commenting on the association, Sachin Tendulkar said the future of agriculture will be driven by innovation with purpose and praised SML’s efforts to empower farmers through sustainable solutions.
Bimal Shah, Managing Director of SML Limited, said the agri-input industry is undergoing significant transformation, with trust and credibility becoming key drivers of long-term growth. He added that Tendulkar’s values of trust, excellence and consistency make him an ideal fit for the brand.
As part of the partnership, SML will launch an integrated marketing campaign titled “SML, Fasal Ka Master Blaster”, inspired by Tendulkar’s iconic cricketing career. The campaign draws parallels between his balanced style of play and SML’s expertise in crop nutrition and crop protection, while celebrating farmers as the true champions of Indian agriculture.
The campaign will be rolled out across television, digital, print, dealer engagement programmes and on-ground farmer outreach initiatives nationwide.
According to the company, the collaboration also supports its broader growth strategy focused on innovation, sustainability, research and development, and expanding its presence in international markets while delivering next-generation agricultural solutions.