Mahendra Singh Dhoni has been appointed the brand ambassador for Reliance Retail's JioMart, a leading e-commerce player in the Indian market.

What Happened: Reliance Industries on Friday revealed that Dhoni has been chosen to lead the newly rebranded festive campaign, JioUtsav, launching on October 8, 2023.

Sandeep Varaganti, CEO of JioMart, expressed his satisfaction with the cricket star’s association with the brand. He emphasized Dhoni’s image of trust, reliability, and assurance, which resonates with JioMart's values. Varaganti also pointed out that non-metro areas contribute to approximately 60% of JioMart’s sales, indicating the company’s successful push towards digital retail democratization.

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JioMart, a platform that collaborates with over 1,000 artisans, aims to promote regional craftsmen and sell distinctive products. Varaganti gave Dhoni a Madhubani painting by Mamta Devi, a renowned artisan from Bihar, during the campaign shoot. This gesture signifies JioMart’s commitment to quality, superior customer experience, and support for artisans and small businesses.

Dhoni expressed his enthusiasm for joining JioMart’s mission, praising its efforts in driving India’s digital retail revolution.

Why It Matters: Dhoni’s involvement with JioMart is an important milestone for the e-commerce platform. His popularity and credibility among Indians could potentially boost the brand’s image and penetration, especially in non-metro regions that account for a significant portion of its sales.

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