SML has appointed cricket icon Sachin Tendulkar as its brand ambassador as the company looks to strengthen trust-led growth and deepen engagement with farmers and stakeholders across the agricultural value chain.
The partnership leverages Tendulkar’s credibility and widespread appeal across urban and rural India, reinforcing SML’s commitment to delivering dependable agricultural solutions that support farmers’ long-term success.
The company said the association goes beyond a conventional endorsement and is rooted in shared values of trust, performance and long-term impact. SML believes the collaboration comes at a time when Indian agriculture is increasingly embracing technology, science-led farming practices and sustainable solutions to improve productivity and preserve natural resources.
As part of the partnership, SML will launch an integrated campaign titled ‘SML, Fasal Ka Master Blaster’, inspired by Tendulkar’s legendary balance of defence and attack on the cricket field. The campaign draws parallels with SML’s expertise across Crop Nutrition and Crop Protection solutions that help farmers improve productivity while safeguarding crop health.
The campaign will span television, digital platforms, print, dealer engagement initiatives and on-ground farmer outreach programmes across the country.
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, said: “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.” he added.
