The American pain relief brand, TIDL has announced its foray into the Indian market with the star cricketer, Virat Kohli, as its brand ambassador.
Known for its meteoric rise in the United States, TIDL is partnering with the Baidyanath Group, a leading Indian consumer goods company with a long-standing legacy in Ayurveda. This strategic collaboration signifies TIDL’s commitment to offering innovative pain relief solutions to Indian consumers.
Prashant Raj, Co-founder and COO, TIDL, said, “TIDL’s solutions are going to change the way Indians understand and deal with pain. Pain is not only uncomfortable, but it also affects us on a deeper level, damaging our sleep quality, mental health, focus and energy. Pain restricts our ability to achieve our highest potential. With TIDL, these barriers are broken, and we can get back to doing the things we love – be it fitness, family, or work!”
Virat Kohli expressed his enthusiasm for the partnership, stating, “As a sportsperson, you learn to adapt to a higher pain threshold. I’ve taught myself to live with it without compromising on my goals. Pain is a constant challenge, hindering quality of life. TIDL is a game-changer letting you reclaim the joy of living by changing the way you find relief. I’m delighted to represent this brand as the ambassador. Looking forward to making India pain-free. No Pain, No Limits!”
Baidyanath’s President and TIDL India Director Siddhesh Sharma said, “I am in the business of making people happy, when I say happy, I mean healthy. We dream and work towards seeing a healthier India everyday and TIDL fits into our group’s ethos seamlessly. TIDL is the future of pain relief, it’s excellent for prevention and treatment both. Baidyanath brings world class infrastructure in R&D, manufacturing and distribution giving TIDL the perfect launch pad in India. There’s no better testimony than Virat himself using TIDL everyday, and to have him as a partner in this exciting venture says it all”.
TIDL boasts a revolutionary approach to pain management. The entity’s products are formulated to deliver swift relief from muscle, joint, and back pain, inflammation, soreness, aches, sprains, and strains. In 2021, the world-renowned Ultimate Fighting Championship (UFC) champion, Conor McGregor, joined forces with TIDL, further solidifying the brand’s reputation.
The Baidyanath Group, established in 1917, is a household name in India synonymous with Ayurvedic medicine. The firm’s extensive product portfolio encompasses over 700 Ayurvedic offerings, including both over-the-counter options and physician-prescribed medications. Popular Baidyanath products like Chyawanprash and Shankhapushpi are staples in Indian homes. With a focus on quality and tradition, the Baidyanath Group has grown into a trusted brand employing over 5,000 people.
This brand ambassadorship adds another feather to Kohli’s already impressive cap. The former Indian cricket team captain recently signed on as the face of Asian Paints‘ upcoming Neo Bharat Latex Paint and has appeared in Blue Star, Amaze, Philips, and more campaigns.
On the field, the 35-year-old cricketing icon is gearing up to play for Team India in their ICC Men’s T20 World Cup 2024 campaign starting June 5 against Ireland at 8:00 PM IST.