India’s direct-to-consumer (D2C) ecosystem continues to attract high-profile backers, and the latest name to join the wave is Indian cricketer Suryakumar Yadav. The T20 star has backed EM5, a fast-growing homegrown fragrance brand, marking another example of athletes moving beyond endorsements to actively support emerging consumer startups.
The association reflects a broader trend where Indian sports personalities are increasingly aligning with D2C brands that focus on affordability, personalization, and digital-first distribution. For EM5, having one of India’s most recognizable modern-day cricketers associated with the brand offers both visibility and credibility in a highly competitive f
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