The Indian cricket team captain, Rohit Sharma has teamed up with True Elements, a healthy breakfast & snacks brand, to create a licensed brand called ‘RS by True Elements’ and co-develop a product line for the Indian cuisine market.
Sharma, who is exclusively handled by RISE Worldwide, has become True Elements’ ambassador, in which he will also promote RS by True Elements. True Elements is an Indian healthy food brand that produces nutritious breakfasts, snacks (oatmeal, muesli, healthy seeds, regional snacks) and gift baskets. Given their product expertise, True Elements and the Indian WC-winning skipper will collaborate to manufacture and market items under the RS brand name, with RISE Worldwide managing the strategic partnership.
On the deal, Rohit Sharma said, “This is a good time and opportunity to launch RS by True Elements, where, today, the focus for consumers is to know what they are eating. I have been a fan of True Elements, as they have stayed committed to their values and business philosophy. The partnership is aimed at building an alternative product line for consumers to make their preferred choice and be more aware of what is being offered to them.”
Puru Gupta and Sreejith Moolayil established True Elements in 2016. After almost a decade of operations, the brand has grown to the point where it is accessible through all major e-commerce platforms including Amazon, Flipkart, Blinkit, Swiggy, Instamart, and Zepto.
RS by True Elements items will likely enter the market by the end of August 2024. Rohit Sharma adds authenticity to RS by True Elements, and the cricketing icon hopes to streamline packaged food for Indian consumers while also influencing people’s eating habits and the way youngsters think about food and health. In the next months, a campaign will debut with a brand film featuring Rohit, followed by product-focused videos.
Puru Gupta, Co-founder and CEO, True Elements, said, “This is the first time a cricketer is licensing a health food brand in India – a first for the ecosystem. Given the authenticity that Rohit has in cricket, we believe it would help us reinforce our commitment to being ‘True’ and honest with our customers and help us scale rapidly. With Rohit starting a brand with us, it reiterates his confidence in us as a brand and our principles, which is a big motivation for the entire team. Am sure the joint effort will be a good benchmark for the rest of the industry.”