SML Limited has appointed cricket legend Sachin Tendulkar as its brand ambassador as the company looks to deepen engagement with farmers and strengthen its position in India's agricultural sector.
The partnership is aimed at reinforcing trust across the agricultural value chain while supporting SML's long-term growth strategy built around innovation, sustainability and farmer-centric solutions.
As part of the association, SML will roll out an integrated campaign across television, digital, print, dealer engagement initiatives and on-ground farmer outreach programmes. The campaign, titled 'SML, Fasal Ka Master Blaster,' draws parallels between Tendulkar's cricketing legacy and the company's expertise across crop nutrition and crop protection solutions.
For over five decades, SML has operated across crop nutrition, crop protection and biologicals, with a focus on science-led agricultural solutions. The company is also expanding its presence in international markets through investments in research and development, patented technologies and next-generation products designed to address climate resilience, food security and sustainable agriculture.
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 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. 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.
