04 July 2026, Mumbai: SML Limited has appointed cricket player Sachin Tendulkar as its brand ambassador as the company seeks to strengthen farmer engagement and expand its presence across India’s agricultural sector and overseas markets.
The company said the partnership is intended to support its outreach to farmers, dealers, distributors, and other stakeholders while increasing awareness of its portfolio spanning crop nutrition, crop protection, and biological products.
SML said the collaboration reflects its focus on strengthening relationships across the agricultural value chain as farmers increasingly adopt technology-based farming practices to address productivity, climate, and sustainability challenges.
Commenting on the partnership, Sachin Tendulkar said agriculture’s future will depend on innovation that serves farmers and supports sustainable production. He added that SML’s work in developing agricultural solutions aligned with those objectives.
Bimal Shah, Managing Director of SML Limited, said the agri-input industry is changing, with farmer confidence, distribution networks, and corporate credibility becoming important factors alongside product development.
“Sachin Tendulkar represents the values of trust, consistency, and performance. His connection with people across rural and urban India makes him well suited to represent our company as we continue to expand,” Shah said.
He added that the partnership supports SML’s strategy of investing in innovation and developing agricultural solutions for Indian farmers.
As part of the association, SML will launch the “SML, Fasal Ka Master Blaster” campaign across television, digital platforms, print media, dealer programmes, and farmer outreach activities. The campaign links Tendulkar’s cricket career with the company’s crop nutrition and crop protection portfolio.
SML also said the association is expected to increase the company’s visibility in international markets where cricket has a large following.
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