Homegrown D2C fragrance brand EM5 has announced Indian cricketer Suryakumar Yadav as its investor and strategic partner, marking a significant move to strengthen brand positioning and cultural relevance in India’s fast-growing fragrance market.
Founded in 2022, EM5 was launched with the vision of making high-performance fragrances accessible to Indian consumers. The brand focuses on creating scents that resonate with everyday Indian moods and lifestyles, moving away from traditional aspirational fragrance storytelling toward relatability and daily usability.
Strategic Partnership Beyond Endorsement
Suryakumar Yadav’s association with EM5 goes beyond brand endorsement, positioning him as both an investor and long-term partner. Known for his grounded personality and strong digital presence, the cricketer reflects EM5’s target audience of confident, modern Indian consumers.
The collaboration was unveiled through a digital-first announcement campaign inspired by Yadav’s popular internet persona and his well-known admiration for the cult Bollywood film Phir Hera Pheri, highlighting the brand’s focus on engaging younger, digital-native audiences.
Strengthening Brand Vision and Market Presence
Commenting on the partnership, EM5 Founder Shashank Chourey described the association as a milestone for the brand’s growth journey. He emphasised that Yadav’s confidence in the brand validates EM5’s vision of building a culturally relevant fragrance brand that resonates deeply with Indian consumers.
Aman Gupta, Co-Founder of boAt and investor in EM5, also highlighted the strategic alignment, noting that Suryakumar Yadav naturally fits the brand’s modern and ambitious identity while reflecting India’s evolving consumer mindset.
Expanding India’s D2C Fragrance Landscape
Speaking about the collaboration, Suryakumar Yadav stated that EM5’s mission to redefine India’s fragrance space strongly resonated with him. He highlighted how fragrances play a role in everyday identity and expressed enthusiasm about contributing to a brand focused on authenticity, digital storytelling, and Indian consumer preferences.
With this partnership, EM5 aims to accelerate brand growth, strengthen digital engagement, and expand its footprint in India’s D2C fragrance segment, positioning itself as a culturally driven and accessible fragrance brand for the new generation of Indian consumers.
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