Sindhu’s brand value surges 10 times

HYDERABAD: The silver medal at Rio Olympics has pushed Sindhu’s brand value many times and the badminton star is expected to announce a couple of endorsement deals soon.

Companies are lining up for signing Sindhu for endorsements, but the ace badminton player’s brand management firm wants to go slow as it wants her brand valuation to rise further.

Ramakrishnan R, co-founder and director of Baseline Ventures which manages Sindhu’s brand marketing, said they may announce the corporate endorsements during the second week of September.

He said that though the endorsements were signed before the Olympics, they did not want to announce them due to hectic schedule of the player.

“They are major endorsements at national level. There have been a couple of brands signed before the Olympics.  We may be announcing them during the second week of September,” Ramakrishnan said.

Sindhu became the first Indian woman sportsperson to grab an Olympic silver at the just-concluded Games when she lost the final clash to World No 1 Carolina Marin of Spain. “We are pouring with requests for endorsements by Sindhu. Building a brand takes years. So, we want to start slowly and add value to Sindhu which is very important.

Harish Bijoor, an expert in brand and business strategy, said post Olympics Sindhu’s brand value has gone up to Rs 2 crore which was fueled by cash awards given by various state governments.

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