Copyright thehindubusinessline
Fertiliser major Paradeep Phosphates Limited (PPL) on Wednesday announced cricketing legend Rahul Dravid as the company’s brand ambassador across its product portfolio. The association aims to bring together two names synonymous with trust, discipline, reliability, and performance — values that define both Rahul Dravid’s illustrious career as well as PPL’s long-standing commitment to the farmer community, the company said in a statement. The association also marks the launch of two nationwide campaigns — “Kheti ka Game Changer” for Jai Kisaan Navratna Nano Shakti Nano DAP, and “NPK and Organic Fertilizers ki Winning Team” for Paradeep’s NPK and organic fertiliser range. These campaigns use simple cricketing analogies to explain agronomy. The creative mirrors Dravid’s character as a coach and mentor, drawing parallels with a farmer’s role of nurturing. Having inspired young players to reach their potential, Dravid now guides farmers to choose the right fertiliser for stronger yields. These integrated campaigns will be featured across television, digital and print to reinforce the company’s commitment to educating farmers across the country on the use of innovative and sustainable farming practices. Suresh Krishnan, Managing Director & CEO, Paradeep Phosphates Limited, said, “We are pleased to welcome Rahul Dravid to the PPL family. His unwavering integrity, dedication and consistency truly reflect the values we uphold at PPL, making him a perfect representative for the brand. “Rahul embodies the principles we bring to farming: trust, consistency, and an evidence-led approach. Together, we aim to empower every farmer to become a game changer in their own field, helping them achieve not just higher yields but winning outcomes, season after season.” Commenting on his association, Rahul Dravid, said, “I’m delighted to partner with Paradeep Phosphates, an organisation deeply committed to advancing Indian agriculture. Farmers and sportspersons share a similar mindset, as both rely on patience, timing, and the right support systems to succeed. I’m proud to work with PPL to help farmers make practical choices and to be part of an initiative that empowers our farming community”. Jai Kisaan Navratna Nano Shakti Nano DAP – developed by PPL’s sister company, Zuari FarmHub Ltd (ZFHL) with TERI’s nano biotechnology – has shown improved nutrient efficiency and higher yields across ICAR, SAU and KVK trials. Nano urea trials also indicate that foliar application can reduce conventional urea use while maintaining productivity. Madan Pandey, MD & CEO – ZFHL, said, “We are pursuing a long-term goal for sustainable farming and the development of Nano products, in collaboration with TERI, is a step towards that end. Our association with Rahul Dravid will help in giving the required fillip to the nano fertilisers”. The balanced fertilisation campaign uses a cricketing “team” analogy to explain balanced nutrition, emphasizing that the right combination of Nitrogen (N), Phosphorus (P), and Potassium (K) ensures soil health, root strength, and overall crop resilience. Harshdeep Singh, President & CCO, Paradeep Phosphates Limited, echoed the upbeat sentiment of the sales and marketing team of PPL. “While PPL has been pursuing the goal of balanced fertilisation through a number of farmer-connect and channel partner engagement programs, our association with Rahul Dravid, who is known as Mr Dependable, fits in well with PPL’s reputation in the market. We are expecting the campaigns to create awareness among large number of farmers and reap positive results for the company”. Published on November 5, 2025
