CE DESK 
Techno Paints ropes in cricket legend Sachin Tendulkar as brand ambassador to boost premium paints market presence with nationwide campaigns and quality focus.
Leading Indian paint manufacturer Techno Paints has roped in cricket legend Sachin Tendulkar as its brand ambassador, signaling a bold push into premium consumer markets. The partnership, unveiled on January 10, 2026, leverages Tendulkar’s enduring appeal as the “God of Cricket” to champion Techno Paints’ commitment to quality, innovation, and reliability in home beautification.​
Tendulkar, with his Master Blaster persona synonymous with precision and excellence, aligns perfectly with Techno Paints’ product range, including eco-friendly emulsions, durable exteriors, and advanced texture finishes. Company executives highlighted how the icon’s values of perseverance and perfection mirror the brand’s decade-long journey from industrial coatings to household favorites across India. Campaigns featuring Tendulkar will roll out nationwide via TV commercials, digital platforms, billboards, and in-store activations, emphasizing taglines like “Tendulkar’s Trust in Every Stroke.”​
This move intensifies competition in India’s $10 billion paints sector, where endorsements drive loyalty amid rivals like Asian Paints and Berger. Techno Paints aims to boost market share by 20% in urban and semi-urban segments through Tendulkar’s massive fanbase of over 100 million followers. Industry analysts praise the strategic fit, predicting heightened brand recall during festive seasons
