Aditya Chaudhuri
Rahul SahaThis article contains information about Indian professional badminton player PV Sindhu’s brand endorsement deals and business ventures.
PV Sindhu’s brand endorsements over the years— Centuary Mattress, FlyBoo, American Pistachios Growers, Biryani by Kilo, Asian Paints, Airtel, Maybelline, Spinny, Li-Ning, VISA, Bank of Baroda, CRPF, Johnson & Johnson, Bridgestone, A23 Games, Pooja Crafted Homes, Natural Ice Cream, PNB MetLife, Yonex, JBL, Moov, Gatorade, Boost, Nokia, Apis, Visakhapatnam Steel Plant, Ojasvita, Panasonic, GST, Myntra.
Also read: Top 10 best female badminton players in India
CURRENT ENDORSEMENTS
Centuary Mattress
In September 2023, Hyderabad-based mattress company Centuary Mattress on-boarded Sindhu as a brand ambassador.
As per the deal, Sindhu promotes the importance of choosing the right mattress for fitness and well-being by endorsing Centuary products.
FlyBoo
Hyderabad-based travel portal FlyBoo roped in the Indian badminton ace as a brand ambassador in September 2023. Sindhu has since starred in a few TVCs for the company.
American Pistachios Growers
In October 2023, the India office of American Pistachios Growers (APG) announced Sindhu as an official brand ambassador for California-grown American pistachios in India.
Biryani By Kilo
Biryani By Kilo (BBK), a food start-up run by Gurugram-based Sky Gate Hospitality Pvt Ltd, announced Sindhu as its first-ever brand ambassador in January 2023. Sindhu serves as the face of the brand, with their association considered particularly meaningful since the shuttler was born and brought up in Hyderabad.
Talking about the association, Sindhu has said, “I am happy to be associated with Biryani By Kilo (BBK) as I have always been fond of their biryani, kebabs and curries. The brand is a pioneer in delivering fresh handi biryanis, dum-cooked especially for each individual order. I look forward to a fruitful partnership with the brand.”
Asian Paints
Indian multinational paint company Asian Paints roped in PV Sindhu and Bollywood actor Ranbir Kapoor as brand ambassadors in August 2022. The company launched a TVC starring Kapoor and Sindhu for the launch of its “SmartCare Hydroloc” product.
Airtel
Airtel roped in the two-time Olympic medallist as a brand ambassador for the launch for its 5G services in India in October 2022.
Maybelline
In September 2022, Maybelline New York launched the “Brave Together” initiative, aimed at making mental health support accessible to all. The programme kicked off with the #RaiseYourHand campaign featuring Sindhu, who put mental health centre stage and encouraged young people to talk about mental health and ask for help.
“We live in a competitive world, where the quest for perfection is never-ending. While it is great to have goals and ambitions in life, it is equally important to have your mental health prioritized along with fitness. I’m delighted to partner with Maybelline New York’s Brave Together campaign to help destigmatise mental health conversations and make support accessible to all,” Sindhu said.
Spinny
Spinny, an online to offline (O2O) retail platform to sell and buy used cars, roped in Sindhu as a brand ambassador in October 2021. Sindhu’s association saw her become the captain of “Squad Spinny”, while also sporting the Spinny logo on her competition jerseys.
Li-Ning
Sindhu signed a four-year deal with Chinese premium sports brand Li-Ning in February 2019. Her deal was a historic one in the context of Indian sports, as it was the biggest sports sponsorship deal for a non-cricketer and the biggest sponsorship deal for a female athlete in the country. The deal was reportedly worth ?53 crore, with ?48 crore as sponsorship money and ?5 crore in equipment supply.
Prior to partnering with the brand in 2019, Sindhu had a deal in place with Li-Ning between 2014 and 2015 as well.
Stayfree
In March 2018, Sindhu joined Johnson & Johnson’s sanitary napkin brand Stayfree as an ambassador. She headlined the brand’s “Dreams of Progress” campaign.
Through her association with the brand, Sindhu strives to deliver the message that menstruation should never hinder one on their way to success.
Bank of Baroda
In October 2016, Sindhu signed a multi-year deal with Bank of Baroda, joining the bank as a brand ambassador. The deal was reportedly worth ?8 crore.
As part of the deal, apart from appearing in advertisements for the bank, Sindhu also sports the bank’s logo on her jersey.
Central Reserve Police Force (CRPF)
The CRPF appointed Sindhu as a brand ambassador in August 2016. Along with joining as a brand ambassador for the largest paramilitary force in the country, Sindhu was also given the honorary rank of Commandant, which is equivalent to a Superintendent of Police.
Sindhu often holds motivational sessions with CRPF troops.
Myntra
Sindhu has been a brand ambassador of Indian online fashion store Myntra since 2016. Since appearing in Myntra’s “End of Reason Sale” ad campaign in 2016, the shuttler has made several more appearances across multiple advertisements for the online retailer.
Gatorade
Sindhu teamed up with PepsiCo’s brand Gatorade India in 2017, joining as a brand ambassador and launching its #SweatMore campaign.
Since the partnership announcement, Sindhu has been the face of multiple Gatorade advertisements in India over the years.
PAST ENDORSEMENTS
Visa
In September 2019, Sindhu signed with payment technology company Visa to become one of its brand ambassadors on a two-year deal. Apart from promoting the brand, Sindhu was also a member of “Team Visa” for the Tokyo 2020 Games. “Team Visa” was a global athlete support programme.
A23 Games
A23 Games, an online gaming portal owned and operated by Head Digital Works Pvt Ltd, roped in Sindhu as a brand ambassador in April 2022. A23 launched an ad campaign with Sindhu, posting a collaborated post on her Instagram handle.
Pooja Crafted Homes
Sindhu signed an endorsement deal with Pooja Crafted Homes, a property developer situated in Hyderabad, in December 2019.
Talking about her association with Pooja Crafted Homes, Sindhu said: “I’m delighted to be associated with Pooja Crafted Homes as their brand ambassador. Pooja Crafted Homes is at the forefront of design leadership in Hospitality, Commercial and Residential Real Estate across 5 Indian cities. Pooja Crafted Homes has been encouraging and promoting young Indian sporting talent through the Pooja Sports foundation.”
Natural Ice Cream
August 2021 saw Sindhu sign an endorsement deal with Indian ice cream brand Natural Ice Cream.
PV Sindhu made a sponsored Instagram post as per the agreement with the caption: “All geared up for the big celebration with my favourite Naturals Ice Cream!”
The paid partnership was confirmed by Baseline Ventures Pvt Ltd — the agency that manages Sindhu.
PNB MetLife
Sindhu joined Indian life insurance company PNB MetLife as a brand ambassador in January 2019.
As brand ambassador, apart from promoting the brand, Sindhu also worked with PNB MetLife on various initiatives focused around women empowerment. Upon joining, she launched the #ShedTheWait campaign, which was focused on sending across the message that one shouldn’t have to wait for a partner to fulfil their responsibilities.
Yonex
Japanese sports equipment manufacturing company Yonex was Sindhu’s principal equipment sponsor from 2016 to 2019.
After Sindhu parted ways with Li-Ning in 2015, Yonex signed a multi-year deal with her, which was reportedly worth ?3.5 crore per year.
Following the termination of her Yonex contract, Sindhu went back to sign a historic deal with Li-Ning.
JBL
Samsung Electronics’ subsidiary Harman International signed Sindhu as a brand ambassador for JBL’s sports edition earphones in India. JBL launched four sets under its sports range — Run, Sprint, Jump and Dive — that were all headlined by the ace shuttler.
Sindhu served as the face of JBL sports earphones across multiple marketing and television campaigns.
Bridgestone
In August 2017, as Sindhu returned from her silver-medal run at the World Championship, leading tyre manufacturer Bridgestone India announced that it had signed a multi-year deal with her, having on-boarded her as a brand ambassador.
Sindhu was thus included in Bridgestone India’s activations around its Worldwide Olympic Partnership.
Moov
In 2017, Sindhu signed a multi-year partnership with British consumer goods company Reckitt, which saw her become the face of its pain-relief products brand Moov.
Sindhu appeared in multiple television campaigns for Moov and also promoted the brand across her social media platforms.
Boost
Sindhu inked a deal with consumer goods company Unilever in 2017. She was made an ambassador for its energy drink brand, Boost.
Sindhu served as the face of multiple Boost campaigns and played an active role in promoting the importance of health and nutrition amongst the younger generation with the brand.
Nokia
Sindhu signed a multi-year deal with Finnish telecommunications and electronics company Nokia in 2017. With Sindhu on board as brand ambassador, the company launched its Nokia 3, Nokia 5 and Nokia 6 models in India.
Apis Himalaya
An Indian producer, exporter and distributor of honey, Apis Himalaya roped in Sindhu as a brand ambassador in December 2016. Sindhu promoted Apis’ honey products range via several marketing and television campaigns.
Visakhapatnam Steel Plant
Following her Rio Olympics campaign, Sindhu became a brand ambassador for Vizag Steel. The deal saw her sport the Vizag Steel logo on her jerseys during both domestic and international BWF tournaments.
Ojasvita
In October 2016, Sindhu was roped in as a brand ambassador by Ojasvita, a health drink of the Sri Sri Ayurveda brand. Sindhu appeared in multiple marketing campaigns for the brand.
Panasonic
Sindhu joined Panasonic Energy in 2017, becoming a brand ambassador for the dry cell batteries and lighting products manufacturer. Her deal with Panasonic lasted for a period of five years.
GST
In 2017, after the AP Legislative Assembly passed the State Goods Service Tax, which was a part of the GST Bill, Sindhu, along with Bollywood actor Amitabh Bachchan, was roped in as a brand ambassador to appear in multiple advertisements, educating the general public on the matter.
INVESTMENTS
Bengaluru Lions
In May 2022, Grand Prix Badminton League—world’s first and only blockchain-powered badminton league—made the announcement that Bengaluru Lions had joined the league via Instagram.
The Bengaluru Lions is a Karnataka-based franchise co-owned by PV Sindhu and Sharmila Ravinder, founder of Earthen Wellness Pvt Ltd. Sindhu also acts as a mentor for the badminton franchise.
