New Delhi: SiXiT, a cricket brand, has announced Indian fast bowler Arshdeep Singh as the Brand Ambassador for its cricket ball category, reinforcing the brand’s focus on India’s thriving grassroots cricket ecosystem.
For millions of Indians, the journey with cricket begins not in stadiums or academies but in neighbourhood lanes, local grounds and informal tournaments played with cricket tennis balls. From gully cricket to weekend competitions and community leagues across towns and cities, the tennis-ball format remains the most widely played version of the sport in India, nurturing generations of cricket enthusiasts and aspiring players.
Recognising the scale and cultural significance of this grassroots ecosystem, SiXiT’s association with Arshdeep Singh marks a strategic step in the brand’s next phase of growth. Over the years, the company has built a strong presence in the cricket tennis-ball segment, with its products widely used by grassroots players, local tournaments and recreational cricket communities across the country.
Speaking about the association, 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 cricket ball they ever hold is a cricket tennis ball on a gully or a local ground. SiXiT has grown alongside this ecosystem and established itself as a market leader in the cricket tennis-ball 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 the Brand Ambassador for our cricket ball category, and we believe his journey will strongly resonate with young cricketers across the country.”
Building on this collaboration, SiXiT is preparing to roll out a 360-degree marketing campaign celebrating India’s grassroots cricket culture. The initiative will combine digital-first storytelling, creator collaborations and grassroots tournament activations aimed at capturing the spirit of gully and community cricket played across the country.
The campaign will focus strongly on digital platforms through short-form video content, social media engagement and community-led storytelling, while also activating through local tournaments and cricket communities to connect with millions of grassroots players.
As part of its next phase of brand evolution, SiXiT has also introduced a refreshed brand identity, reflecting its ambition to expand beyond the cricket tennis-ball segment and strengthen its presence in the broader cricket equipment market.
Commenting on the brand’s direction, 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 its expansion roadmap, the brand plans to introduce leather cricket balls, cricket kits and cricket bats, while also strengthening its presence in the cricket footwear category, marking its entry into the formal cricket equipment segment.
Commenting on the partnership, Arshdeep Singh said, “For many young cricketers in India, the journey with the sport begins with cricket tennis-ball on gully grounds and in local matches. I am 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 their journey as they continue to support and inspire young players across the country.”
Currently operating as a ₹125 crore brand, SiXiT is targeting ₹305 crore in revenue over the next three years, driven by product expansion, wider distribution and deeper engagement with grassroots cricket communities.
The company operates a 60,000 sq. ft. manufacturing facility in Madurai, employing nearly 1,000 people and producing a range of cricket equipment for grassroots and recreational players. With the introduction of new product categories including apparel, leather cricket balls and expanded footwear offerings, the brand has also enhanced its manufacturing capacity to support its next phase of growth.
