SML Limited has appointed cricket legend Sachin Tendulkar as its brand ambassador under a long-term partnership aimed at strengthening the agricultural solutions company’s brand presence and deepening its engagement with farmers across India.
The association aligns one of India’s most trusted sporting icons with SML’s expanding portfolio of crop nutrition, crop protection and biological solutions, as the company looks to reinforce its position in the country’s evolving agri-input market. Through the partnership, SML aims to enhance farmer confidence, strengthen relationships across its dealer and distributor network, and support its next phase of innovation-led growth.
With a legacy spanning more than five decades, SML has built its business on science-backed agricultural solutions that improve farm productivity while promoting sustainable farming practices. The company continues to invest in research and development, patented technologies and next-generation products that address key industry challenges, including climate resilience, food security and sustainable crop management.
The collaboration will be activated through an integrated nationwide marketing campaign titled ‘SML, Fasal Ka Master Blaster’, which will roll out across television, digital, print, dealer engagement programmes and on-ground farmer outreach initiatives. Inspired by Tendulkar’s iconic “Master Blaster” moniker, the campaign positions Indian farmers as the true champions of agriculture while highlighting SML’s commitment to delivering high-performance crop solutions.
Commenting on the collaboration, Sachin Tendulkar said, “The future of agriculture will be shaped by ideas that combine innovation with purpose. It is encouraging to see SML working towards solutions that can empower farmers and contribute to a more sustainable future.”
Bimal Shah, Managing Director, SML, added, “The Indian agri-input industry is undergoing a significant transformation. Beyond product innovation, farmer confidence, channel trust, and corporate credibility are emerging as key differentiators in driving long-term growth. Sachin Tendulkar represents values that resonate deeply with SML — trust, excellence, consistency, and performance. His enduring credibility across rural and urban India makes him a natural fit for our brand and our vision for the future.
“As SML enters its next phase of growth, this partnership reinforces our commitment to innovation, sustainability, and delivering high-performance agricultural solutions that empower farmers and contribute to India’s agricultural progress.”
The appointment further expands Tendulkar’s extensive commercial portfolio, underscoring his enduring value to brands more than a decade after retiring from international cricket. The former India captain continues to be one of the country’s most sought-after brand ambassadors, with endorsement partnerships spanning sectors including automotive, financial services, insurance, education, energy, consumer technology and sports. His current portfolio features brands such as Apollo Tyres, Ageas Federal Life Insurance, Luminous Power Technologies, Bank of Baroda, Spinny, Unacademy and BMW India, reflecting his continued appeal as a trusted ambassador for companies seeking long-term brand credibility and mass-market reach.
