Suryakumar Yadav joins EM5 as investor and partner

Indian cricketer Suryakumar Yadav has been revealed as an investor and partner in EM5, an Indian D2C fragrance brand, following a partnership.

By getting the Team India T20 captain on board, EM5 aims to reach out to wider audiences and boost its credibility.

On his new venture, Yadav commented:

“EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance game in India, and I’ve always loved how scent becomes a part of your everyday identity. That resonated with me, which is why this goes beyond an association. As an investor and partner, I’m excited to be part of a journey that’s building something authentic, digital-first, and rooted in India.”

Shashank Chourey, Founder, EM5, said:

“This association is personally very exciting for me. Having someone like SKY show confidence in what we’re building at EM5 is a big deal. We wanted to kick off the partnership with a light ode to his off-field personality, which people genuinely connect with. This is just the beginning—there’s much more coming that I’m confident his audience, and the Indian fragrance space, hasn’t seen before.”

Aman Gupta, Co-Founder, boAt and Investor, EM5, added:

“When we were searching for the face of EM5, we explored a lot of options. But the more we researched, the SKY one felt like a natural fit. What makes me happiest is how effortlessly he aligns with EM5’s vision which is modern, ambitious, and proudly inspired by the spirit of India’s heartland.”