Mumbai: SML Limited, a global provider of agricultural solutions, has appointed cricket legend Sachin Tendulkar as its Brand Ambassador, reinforcing its focus on trust-led growth and deeper engagement with farmers and stakeholders across the agricultural value chain.
The partnership is aimed at strengthening SML’s brand equity while supporting its long-term strategy of innovation-driven growth in Indian agriculture. The company said the association reflects its commitment to delivering dependable agricultural solutions and building lasting relationships with farming communities across India and international markets.
With more than five decades of presence in the sector, SML has established its portfolio across crop nutrition, crop protection and biologicals. As the agricultural landscape evolves amid climate change, food security concerns and increasing emphasis on sustainability, the company believes trust, innovation and long-term partnerships will become increasingly important drivers of growth.
Beyond a conventional endorsement, the collaboration aligns Sachin Tendulkar’s values of discipline, consistency and excellence with SML’s focus on scientific innovation and farmer-centric solutions. The company expects the association to strengthen confidence in its portfolio while deepening engagement with farmers, dealers, distributors and business partners.
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.”
He further 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 association, SML will roll out an integrated marketing campaign across television, digital platforms, print media, dealer engagement initiatives and on-ground farmer outreach programmes nationwide.
The campaign, titled “SML, Fasal Ka Master Blaster,” draws inspiration from Tendulkar’s legendary cricketing career, drawing parallels between his balanced approach to the game and SML’s expertise across crop nutrition and crop protection solutions designed to enhance productivity while safeguarding crop health.
The company said the campaign celebrates farmers as the true champions of Indian agriculture while highlighting the role of science-led and sustainable farming practices in improving agricultural outcomes.
SML believes the collaboration comes at a time when Indian agriculture is witnessing increased adoption of technology-driven and sustainable farming practices. The company also expects Tendulkar’s global recognition to strengthen its brand visibility across international cricket-following markets.
The appointment aligns with SML’s broader innovation-led growth strategy, which includes continued investments in research and development, patented technologies, new product registrations, discovery-based molecules and next-generation agricultural solutions aimed at addressing climate resilience, food security, resistance management and sustainable farming challenges.
