Building ‘Sindhu – the Brand’ Is Not Easy?

PV Sindhu’s excellent performance at the Rio Olympics where she won a silver medal for the country has brought her many accolades and glories as an athlete. Now the 21 year old badminton player is all set to make her name as a brand, which will naturally take some time.

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The athlete is being represented by Baseline Ventures who is taking the task quite seriously. Sindhu’s brand manager Ramakrishnan is quite firm with the fact that they won’t strike a deal with short-sighted brands who may pull out if Sindhu fails in a match tomorrow. Instead they are relying on brands that trust the athlete’s talent. In this crusade, they are following the example of cricketer Virat Kohli who despite playing great cricket since 2011 has only recently become a brand to reckon with.

The game point of Baseline Ventures is to ensure that Sindhu’s brand values remain constant even after she leaves the court!