SiXiT has signed Indian fast bowler Arshdeep Singh as the brand ambassador for its cricket ball category, as the homegrown cricket brand looks to strengthen its presence beyond the tennis-ball segment.
The association comes as SiXiT prepares to expand its product portfolio and scale its presence across India’s broader cricket equipment market. The brand, which has built a strong foothold in the cricket tennis-ball category, is now looking to leverage grassroots cricket culture as it enters new segments.
For millions of Indians, cricket begins not in stadiums but in neighbourhood lanes and local grounds, where tennis-ball cricket tournaments and street matches form the backbone of the sport’s grassroots ecosystem. SiXiT’s products are widely used in this space, making the category central to the brand’s growth story.
Bhavin Lakhlani, Sales Head, SiXiT, said, “Cricket in India has one of the most vibrant grassroots cultures in the world. For millions of players, the first ball they ever hold is a tennis ball on a gully ground. SiXiT has grown alongside this ecosystem and established itself as a market leader in the category. As we enter the next phase of growth, we see a strong opportunity to build on this foundation while expanding into new product segments. We are delighted to welcome Arshdeep Singh as brand ambassador for our cricket ball category, and we believe his journey will resonate with young cricketers across the country.”
Building on the partnership, the brand is also planning a 360-degree marketing campaign celebrating India’s grassroots cricket culture, spanning digital storytelling, creator collaborations and tournament activations.
As part of its next phase of growth, SiXiT has also unveiled a refreshed brand identity reflecting its ambition to expand beyond tennis-ball cricket.
Bharat Singh, Marketing and Digital Commerce Head, SiXiT, said, “Cricket participation in India continues to grow across formats—from gully cricket and weekend tournaments to academy and competitive cricket. Our refreshed brand identity reflects SiXiT’s evolution as we expand our product portfolio and engage with players across every stage of their cricket journey.”
As part of this expansion, SiXiT plans to introduce leather cricket balls, cricket kits and bats, while also strengthening its presence in the cricket footwear category.
Commenting on the association, Arshdeep Singh said, “For many young cricketers in India, the journey with the sport begins with tennis-ball cricket on gully grounds and in local matches. I’m happy to be associated with SiXiT as the brand ambassador for its cricket ball category. The brand has built a strong connection with grassroots cricket, and I look forward to being part of its journey as it continues to support young players across the country.”
SiXiT currently operates as a ₹125 crore brand and is targeting ₹305 crore in revenue over the next three years through product expansion, distribution growth and deeper engagement with grassroots cricket communities. The company runs a 60,000 sq ft manufacturing facility in Madurai, employing close to 1,000 people and producing equipment for grassroots and recreational players.
