SML Limited has appointed Sachin Tendulkar as its brand ambassador as part of its strategy to strengthen brand trust, deepen engagement with farmers and support innovation-led growth in the agricultural sector. The association is aimed at reinforcing the company’s positioning across India while enhancing its visibility in international markets.
The partnership brings together SML’s focus on science-led agricultural solutions with Tendulkar’s credibility and widespread recognition across urban and rural India. According to the company, the collaboration reflects a shared emphasis on trust, performance and long-term value for the farming community.
Established in 1971, SML operates across crop nutrition, crop protection and biologicals, with products available in more than 80 countries. The company said the appointment comes as agriculture increasingly adopts technology, sustainable farming practices and scientific innovation to address climate resilience, food security and productivity challenges.
Rather than a conventional celebrity endorsement, SML said the association is intended to strengthen relationships with farmers, dealers, distributors and business partners while increasing awareness of its portfolio of agricultural solutions and research pipeline.
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 Limited, 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.”
He added, “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.”
As part of the collaboration, SML will launch an integrated campaign across television, digital platforms, print media, dealer engagement initiatives and on-ground farmer outreach programmes. The campaign, titled ‘SML, Fasal Ka Master Blaster’, draws inspiration from Tendulkar’s cricketing career, comparing his balance of defence and attack with the company’s expertise across crop nutrition and crop protection solutions.
The campaign celebrates farmers while highlighting the role of science-led and sustainable agricultural practices in improving productivity and crop health. Through the initiative, SML aims to reinforce its commitment to supporting farmer prosperity and promoting innovation across the agricultural value chain.
The partnership also aligns with the company’s broader growth strategy, which includes continued investments in research and development, patented technologies, new product registrations and discovery-based molecules. SML is also expanding its presence in international markets while developing next-generation agricultural solutions designed to address evolving farming challenges.
We must give our children freedom as freedom and encouragement is a great combination that leads to results, former cricketer Sachin Tendulkar advised parents at the SRT10 Altevol Centre of Excellence Sports Academy in Ahmedabad on Tuesday.
During an interaction with parents, grandparents and aspiring cricketers organised at the facility, Tendulkar started off by asking parents not to put pressure on their children. “Please understand that nothing happens overnight. We want our children to be successful, and for that we have to work hard. Above all, we must give our children freedom. Freedom and encouragement is a great combination because that is what leads to results. When I started playing, I was probably the same age – around 11-12 years. My parents never put pressure on me. Neither my brothers nor my sister ever questioned me about why I was not scoring runs. When I played club or practice matches, I got out for a zero in the first two games and came home. In the third match, I scored one run. But deep inside, I was happy that I had at least managed to score one run,” he said.
As a piece of advice to the youngsters, Tendulkar said, “Let the journey not begin from your brain. Because passion lives in your heart. So let the journey of cricket, or any other sport, start from the heart. Don’t expect results overnight.” He also urged parents to be patient. “Failure is a foundation – As long as you are patiently teaching them and explaining to them… Every batter gets bowled and every bowler gives runs. That is normal. So don’t treat failure like ‘what have you done’? Nobody wants to fail in life. So the children are not going there to fail. They all want to perform. You can show them balance because the way you react to their performances, even if they perform well, don’t get carried away. There should be a balance. It will just prepare them to deal with tough times and also teach them to celebrate their victories and not take anything for granted.
While he encouraged young athletes to embrace discipline, patience and the joy of learning through sports, he added, “What I’m trying to tell all the children here is… every time you will play, you not be successful but every time we can go prepared. Success is never guaranteed. But your preparation, and your discipline, focus – all these are in your hands. Talent, I believe, is God-given. But what you do with that talent is in your hands. I have seen many talented cricketers, but the results were not as good. There should be focus. If you want to play for India, you will have to do certain things. There are no shortcuts. And if you take shortcuts you will get exposed in front of the entire world because cricket, is always played on the field in front of everyone. So don’t take shortcuts.”
The SRT10 Altevol Sports Academy was launched earlier this year as part of the expanding SRT10 ecosystem aimed at strengthening grassroots sports development through professional coaching, fitness infrastructure and holistic athlete training programmes. This is the second such academy in India backed by Sachin Tendulkar after the flagship SRT10 Global Academy at DY Patil Sports Academy in Navi Mumbai.
Chirag Patel, CEO, SRT10 Altevol Centre of Excellence, said, “Sharing the field with Sachin Tendulkar gave the young dreamers a real sense of belief and purpose. His presence brought alive the values this academy stands for: humility, hard work, discipline and commitment to constant improvement.”
Patel added that Tendulkar’s visit also underlined the growing importance of structured sporting ecosystems in emerging urban centres such as Ahmedabad, where increasing access to world-class training and mentorship is helping shape a stronger culture of grassroots sport.
The SRT10 Altevol Centre of Excellence Sports Academy in Ahmedabad witnessed an inspiring and emotionally charged day as cricket legend Sachin Tendulkar spent time with young athletes training at the academy, interacting closely with children, parents, and aspiring cricketers during a special engagement organised at the facility.
Joining the children on the field for cricket activities and informal sessions, Tendulkar encouraged young athletes to embrace discipline, patience, and the joy of learning through sport, according to a release.
His interaction created memorable moments for trainees and families gathered at the academy, many of whom described the experience as a once-in-a-lifetime opportunity.
Speaking after the event, Sachin Tendulkar said, “The most important thing for any young child is not where they begin, but whether they are given the opportunity to grow. Over the last few years, I’ve increasingly felt that India’s sporting future will be shaped by how seriously we invest in grassroots ecosystems and encourage children to enjoy sport without fear or pressure. When children step onto a field, they are not just playing a sport, they are learning discipline, teamwork, resilience, and self-belief. Seeing the energy and curiosity among these young athletes in Ahmedabad was genuinely heartening, and I hope platforms like these continue to inspire many more children to dream through sport.”
The SRT10 Altevol Sports Academy was launched earlier this year as part of the expanding SRT10 ecosystem aimed at strengthening grassroots sports development through professional coaching, fitness infrastructure, and holistic athlete training programmes. This is the second such academy in India, backed by Sachin Tendulkar after the flagship SRT10 Global Academy at DY Patil Sports Academy in Navi Mumbai.
Chirag Patel, CEO, SRT10 Altevol Centre of Excellence, said, “Today was a special day for all of us. Sharing the field with Sachin Tendulkar gave the young dreamers a real sense of belief and purpose. His presence brought alive the values this academy stands for: humility, hard work, discipline, and commitment to constant improvement. The energy and excitement we witnessed today will stay with these young athletes for a very long time.”
The visit also underlined the growing importance of structured sporting ecosystems in emerging urban centres like Ahmedabad, where increasing access to world-class training and mentorship is helping shape a stronger culture of grassroots sport. The academy’s emphasis extends beyond technical skills, focusing equally on confidence-building, discipline, mental resilience, and long-term athlete development.
Parents and children from across Ahmedabad and neighbouring regions attended the interaction, with the event further reinforcing the academy’s long-term commitment towards creating meaningful sporting opportunities for young talent across the region.
The SRT10 Altevol Centre of Excellence Sports Academy in Ahmedabad officially opened on Friday, marking a significant step in expanding structured, high-quality grassroots cricket development in India.
This is the second such centre in the country, building on the success of the SRT10 Global Academy at the DY Patil Sports Centre in Navi Mumbai, according to a press release.
The inaugural day began with a traditional puja ceremony, followed by an immersive cricketing session that offered young participants a first-hand experience of the academy’s training philosophy and professional coaching environment.
A key highlight was a special virtual interaction with Sachin Tendulkar, who addressed students and parents, sharing insights from his journey and underscoring the importance of discipline, consistency, and love for the game.
A key highlight was a special virtual interaction with Sachin Tendulkar, who addressed students and parents, sharing insights from his journey and underscoring the importance of discipline, consistency, and love for the game.
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The National Cricket League entered the global financial spotlight today as Chairman Arun Agarwal and cricket legend Sachin Tendulkar rang the Opening Bell at the New York Stock Exchange (NYSE), symbolizing the league’s growing influence at the intersection of sports, business, and culture.
The ceremony came just hours before the first ball of the NCL tournament is bowled in Dallas, marking a powerful symbol of cricket’s arrival in the United States. With Tendulkar and Agarwal side by side on the NYSE podium, cricket officially took its place on America’s biggest financial stage.
“Ringing the NYSE Texas Opening Bell is more than ceremony — it’s a symbol of cricket stepping onto the world’s financial stage,” said Co-Owner of NCL and Cricket Icon Sachin Tendulkar. “Just as markets connect investors worldwide, cricket unites billions of fans across cultures and countries. Today we show that America is ready to be part of that connection.”
“At the New York Stock Exchange, the Opening Bell signals leadership and vision, said Bryan Daniel, President of the NYSE. “Today, with Sachin Tendulkar and the National Cricket League on this stage, we celebrate more than a game — we celebrate a global sport stepping into America’s financial and cultural spotlight. As the official jersey partner of the NCL, NYSE Texas is proud to stand alongside this movement, where business meets sport and billions of fans are connected worldwide.”
“Ringing the NYSE bell marks cricket’s arrival in America’s business mainstream,” said Arun Agarwal, Chairman of the National Cricket League. “With the NCL USA, we’re building a bridge from Wall Street to Main Street — and to billions of fans worldwide who see cricket as both a sport and a global marketplace of passion and opportunity.”
Beyond the tournament, the NCL is committed to building opportunity at the community level. Today, Brian Lara and the NCL USA team visited Franklin D. Roosevelt High School in South Dallas to teach students the fundamentals of cricket. It was the first time many of these students had ever held a bat — and it won’t be the last. The league plans to expand these grassroots clinics to schools across North Texas, making cricket accessible to the next generation.
The NCL tournament launches tonight at the University of Texas at Dallas, with matches broadcast globally on Sony Sports, nationally on ABC/WFAA, and supported by NYSE Texas as the league’s official jersey partner. The league introduces the fast-paced Sixty Strikes format, designed to engage new audiences while staying true to cricket’s traditions
Social media platform Reddit on Wednesday announced Indian cricket legend Sachin Tendulkar as its brand ambassador.
Sports fans will now have exclusive opportunities to engage with Tendulkar in Reddit communities, the company said in a statement.
Through his official Reddit profile, batting icon Tendulkar will share personal reflections, match insights, and exclusive content.
“In the coming months, Tendulkar will also appear in a new marketing campaign for Reddit in India as well as other markets throughout the world,” the statement said.
On his association with Reddit, Tendulkar said, “For me, cricket has always been about that pure connection with people, on and off the field. In getting to know Reddit, what stands out is the sheer passion that brings its communities together,” Reddit Vice President International Growth, Durgesh Kaushik said.
Kaushik said Tendulkar’s name is synonymous with cricket excellence and he possesses a remarkable ability to transcend boundaries and unite people through his extraordinary talent.
“His presence on the field fostered a powerful sense of community among fans, who were drawn together by their shared admiration for the ‘Master Blaster’,” he added.
Reddit has been taking steps to tap sports amid a 30 per cent on-year rise in interest on this subject on its platform.
Earlier this year, Reddit announced a partnership with Italian professional football league Serie A and last year, it announced a new partnership program with major US professional sports leagues, including NFL, NBA, MLB, PGA Tour and Nascar, the company said.
Bangalore (Karnataka) [India], May 19: Organic India has been delighting consumers for over 25 years with its authentic organic products. The Organic India brand is widely recognized as a pioneer in offering organic products in India, including the launch of Tulsi Green Tea and a unique assortment of herbal infusions featuring exotic ingredients like Hibiscus and Chamomile, as well as supplements made with real, whole herbs.
Organic India sources high-quality ingredients directly from thousands of farmers, creating a positive impact on both their livelihoods and the planet through eco-friendly farming practices.
In 2024, the brand was acquired by Tata Consumer Products (TCPL) to strengthen its health and wellness portfolio. This acquisition is expected to significantly expand Organic India’s distribution by leveraging TCPL’s extensive retail footprint across India and globally.
Organic India has now partnered with legendary cricketer Sachin Tendulkar, a global icon known for his dedication, authenticity, and consistency in a career spanning over 25 years. His determination to excellence and integrity mirrors with the brand’s unwavering commitment to deliver high-quality, trusted, organic products. With this natural alignment of shared values and vision, Organic India aims to deepen consumer trust, inspire brand love, and reinforce its position as a pioneer and one of the most trusted organic brands in the country.
Organic India focuses on sustainable living with a wide range of offerings in Herbal Supplements, Tea & Infusions, and Organic Packaged Foods in the health and wellness space.
Please find below the link to the Instagram post: https://www.instagram.com/p/DJ0q282S-tC/
About Tata Consumer Products Limited:
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 275 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of Rs Rs. 17,618 Crs with operations in India and International markets.
For more information on the Company, please visit our website www.tataconsumer.com
(ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)
(The story has come from a syndicated feed and has not been edited by the Tribune Staff.)
Cricketing icon and Bharat Ratna Sachin Tendulkar on Friday (October 10, 2025) launched TEN x YOU, a sportswear and athleisure brand which has been developed through his insights and on-ground experience as an ace sports person.
Initially targeted at cricket players, the company SRT10 Athleisure Pvt. Ltd., co-founded by Sachin Tendulkar, Karthik Gurumurthy, and Karan Arora, which owns this brand, will introduce shoes for people into other sports and the masses in general.
Speaking at the launch, Mr. Tendulkar, co-founder & chief inspiration officer, TEN x YOU, said: “My vision is to see India move from a sport-loving to a sport-playing nation, and to this end, I want everyone, from the gully to the stadium, to play, to train, and feel the joy I felt!”
“With TEN x YOU, the same attention to detail I demanded from my bat and kit has been poured into every athleisure product made by us. Playing a sport will make you feel on top of the world, so just start, and never stop playing!” he added.
Karthik Gurumurthy, co-founder & CEO, TEN x YOU, said: “TEN x YOU is insight-led and retail-ready. We wanted to bring in Sachin Tendulkar’s experience and real-world insights from his journey to design products that become a go-to choice for every Indian, regardless of age or gender, and help them relive the youthful days of play.”
“Indian feet are wider; our body structures and climate conditions are unique — and our products are made keeping that in mind. Our range caters to cricketers across all levels — from recreational players to semi-professionals and professionals — and extends into trainers and lifestyle collections designed for everyday comfort and versatility. Each product is tested and refined against real-world conditions to ensure superior comfort, durability, and style,” he said.
With plans to build a strong presence across both online and offline retail channels, TEN x YOU aims to make premium-quality sports and athleisure gear accessible to every aspiring athlete across India.
To begin with the brand is targeting a revenue of ₹4 to ₹5 crore a month. From 18 months onwards it aims monthly revenues of ₹30 to ₹35 crore. While India is the focus market, exports are planned in a year or two.
The shoes are priced between ₹5,000 to ₹6,000 a pair and the top end cricket shoes are priced at ₹9,000 a pair.
The company is backed by Peak XV (Part of SurgeXI Co-Hort) and Whiteboard Capital.
Mumbai (Maharashtra) [India], February 5: Cricketing legend Sachin Tendulkar and Surat-based Jayesh Desai, Chairman of the esteemed Rajhans Group, a diversified conglomerate with interests spanning realty, confectionery, entertainment, hospitality, e-commerce, and textiles, have come together to create a gated community of Super Luxury Villa Townships – Rajhans Evana. The inaugural Rajhans Evana, promising an unparalleled living experience, is set to blossom opposite Novotel on Khopoli Pali Road.
This meticulously planned enclave of 415 villas bears the unmistakable stamp of Tendulkar’s discerning taste, with his influence woven through over 70 curated lifestyle amenities curated lifestyle amenities along with experiences designed to enrich the lives of every family member residing at Rajhans Evana.
Sachin Tendulkar said, “Rajhans Evana is more than just an address; it is a personally curated lifestyle experience that draws from my travels across the globe and understanding of refined living. My vision is for a place where families can create lasting memories as they find true peace in perfect harmony with nature. I am excited to partner with the Rajhans Group to bring this dream to life.”
Jayesh Desai, Chairman of Rajhans Group said, “My friendship with Sachin spans years, and it is an honour to collaborate with him in realising his extraordinary vision for luxury living. Our first Rajhans Evana is taking shape in the serene landscape of Khopoli Pali Road, designed for those who appreciate the finer things in life and seek an exclusive, tranquil retreat. We are committed to expanding the Rajhans Evana brand to other prime locations across India, creating a legacy of exceptional Super Luxury Communities.”
(ADVERTORIAL DISCLAIMER: The above press release has been provided by VMPL. ANI will not be responsible in any way for the content of the same)
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