The Indian cricket equipment brand, SiXiT, has appointed Indian fast bowler Arshdeep Singh as its brand ambassador for the cricket ball category.
The move comes as the company expands beyond tennis-ball cricket, targeting ₹300 crore in revenue over the next three years.
The partnership forms part of SiXiT’s broader strategy to strengthen its position within India’s vast grassroots cricket ecosystem while building a wider portfolio across professional cricket equipment categories. Arshdeep will feature in the brand’s upcoming marketing campaigns, digital storytelling initiatives and grassroots activations aimed at engaging young players and local cricket communities across the country.
Commenting on the occasion, Bhavin Lakhlani, Sales Head, SiXiT, said,“For many young cricketers in India, the first experience with the sport begins in small grounds and gully lanes. SiXiT has grown alongside this grassroots cricket culture, and our cricket tennis balls have become a familiar part of weekend matches and local tournaments across the country. As cricket participation continues to expand, the sporting goods industry is evolving alongside it. As a market leader in the cricket tennis ball category, we are focused on building this strong foundation while expanding into new product segments. We are also delighted to welcome Arshdeep Singh as Brand Ambassador for our cricket ball category, as his journey inspires a new generation of cricketers.”
Bharat Singh, Marketing & Digital Commerce Head, SiXiT, added,“Cricket in this nation is not just played in stadiums; it lives in every gully, every ground, every weekend tournament. At SiXiT, we have built our brand on that reality. As we expand our portfolio and strengthen our presence across cricket equipment categories, our focus is on meeting the modern cricketer where they are: online, on their phones, on their favourite platforms. The refreshed brand identity, the ambassador partnership, and the campaigns we are building are all designed to deepen that connection, from the grassroots player discovering us for the first time, to the competitive cricketer who relies on us every season.”
Arshdeep Singh, Brand Ambassador, SiXiT, continued, “Every cricketer in India starts the same way with a cricket tennis ball, a narrow lane, and a dream. SiXiT has been part of that journey for millions of players across this country, including me, and that is what drew me to this association. This is a brand that genuinely understands where cricket comes from. I look forward to being part of what SiXiT is building, not just as a face, but as someone who believes in what this brand stands for.”
Known primarily for its cricket tennis balls used widely in gully cricket and community tournaments, SiXiT is now positioning itself as a broader cricket equipment provider. The company’s expanding product roadmap includes leather cricket balls, bats, footwear, apparel and full cricket kits.
As part of its growth roadmap, SiXiT has also announced the launch of a new range of cricket kits, bats and leather cricket balls, alongside an expanded presence in cricket footwear and apparel. The move signals the company’s entry into the broader cricket equipment market as it seeks to evolve from a specialist tennis-ball manufacturer into a full-spectrum cricket brand. Supporting this transition, SiXiT has also unveiled a refreshed brand identity designed to reflect its expanding product ecosystem and long-term ambitions within the sport.
By aligning with Arshdeep Singh, SiXiT aims to strengthen its connection with India’s grassroots cricket community while accelerating its transformation into a comprehensive cricket equipment brand serving players across different levels of the game.
