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.