Hyundai India has appointed para archer Sheetal Devi as its brand ambassador, elevating its association with one of India’s most prominent para athletes and extending a relationship that began in 2023 through the automaker’s Samarth initiative.
The 19-year-old compound archer has established herself as a leading figure in international para sport. Born without arms, Devi competes using her feet and legs and is currently ranked No. 1 in the world. She is also a reigning world champion, Paralympic medallist, three-time Asian Games medallist, two-time world record holder and Arjuna Award recipient.
As part of the new association, Devi will feature in Hyundai’s purpose-led campaigns and support initiatives focused on accessibility, inclusion and equal opportunities. The partnership will be aligned with Hyundai’s broader “Progress for Humanity” brand philosophy.
Commenting on the association, Tarun Garg, Managing Director & CEO, Hyundai Motor India Limited, said, “At Hyundai Motor India, we believe that true progress is driven by the courage to challenge limitations and inspire positive change. Sheetal Devi is not just a champion athlete; she is a symbol of what human determination can achieve when barriers are replaced by opportunities. Her journey inspires millions, and we are proud to partner with her as we advance Hyundai’s vision of Progress for Humanity. Together, we hope to spark conversations around inclusion, accessibility and equal opportunities while encouraging individuals to pursue their aspirations without limitations.”
Sheetal Devi added, “I am honoured to be associated with Hyundai Motor India, a brand that believes in breaking barriers and creating opportunities for everyone. Hyundai has been a strong supporter of my journey, and I deeply value the trust and encouragement the brand has extended to me. This partnership represents our shared belief in perseverance, inclusion and the pursuit of excellence. I look forward to working with Hyundai and contributing to initiatives that inspire people to believe in their abilities and achieve their fullest potential.”
The appointment builds on Hyundai’s existing commitment to para sport through Samarth, its disability inclusion initiative launched in partnership with GoSports Foundation. The programme has supported para athletes across disciplines and sought to create greater opportunities and visibility for India’s para-sport community.
Hyundai has also continued to expand its sports marketing portfolio globally, with partnerships spanning World Archery, the ICC, Inter Miami CF and the UEFA Champions League, alongside its domestic para-sport initiatives.
The new ambassadorial role gives Hyundai an opportunity to bring Devi’s story of resilience and sporting excellence into its mainstream brand communication while reinforcing its focus on inclusion and accessibility.
The appointment also comes as Devi continues to strengthen her credentials on the international stage. At the 2026 World Archery Para Series Stage III in Ahmedabad, she topped the women’s compound qualification with a score of 698, registering a season-best performance and improving her own Asian record by one point.
