Paradeep Phosphates Brings Rahul Dravid Onboard as Brand Ambassador, Launches New Farmer-Centric Campaigns
Odisha-Based Fertilizer Major Strengthens Outreach With Cricket Icon’s Association
Bhubaneswar: Paradeep Phosphates Limited (PPL), Odisha’s flagship fertilizer manufacturer and one of India’s largest private-sector nutrient producers, has appointed cricketing legend Rahul Dravid as its new brand ambassador across product categories. The decision marks an important brand-building moment for the Paradip-headquartered company as it expands farmer outreach nationwide while reinforcing its Odia roots.
Dravid’s reputation for trustworthiness, patience, and reliability mirrors the values PPL claims to uphold in its five-decade journey of supporting millions of farmers across Odisha and the rest of India. Company officials said the partnership will boost confidence in its growing portfolio, particularly its new generation of nano and balanced fertilizers.
The announcement coincides with the rollout of two major campaigns—“Kheti ka Game Changer” for Jai Kisaan Navratna Nano Shakti Nano DAP and “NPK and Organic Fertilizers ki Winning Team” for PPL’s NPK and organic fertilizers. Both campaigns rely on cricketing analogies to simplify agronomy and connect with farmers in rural markets, including Odisha where PPL enjoys strong brand recall.
Rahul Dravid, known as *Mr. Dependable* in Indian cricket, said he was pleased to be part of a mission aimed at empowering the farming community. According to him, farmers and sportspersons share a similar mindset of consistency, patience, and strategic decision-making—qualities essential in both fields.
PPL Managing Director & CEO Suresh Krishnan said Dravid’s “integrity, dedication, and consistency” made him an ideal representative of the company’s values and long-term vision. “Just as Dravid has guided young players to success with strategy and discipline, our products—from Nano DAP to balanced nutrient solutions—are designed to help farmers achieve sustainable yields,” he said.
The company highlighted that Jai Kisaan Navratna Nano Shakti Nano DAP, developed by sister concern Zuari FarmHub Ltd in collaboration with TERI, has shown strong performance across ICAR, state agricultural university, and KVK trials. Nano formulations deliver millions of nano-sized nutrient particles that improve absorption and reduce wastage—messaged through the “Game Changer” campaign featuring Dravid.
Zuari FarmHub MD & CEO Madan Pandey added that the company’s long-term goal is to promote sustainable farming solutions, and Dravid’s involvement will accelerate adoption of nano fertilizers among farmers in Odisha and other states.
The second campaign on balanced fertilization employs a “team formation” analogy. It presents fertilizers like players in a cricket squad: Jai Kisaan Navratna 20:20:0:13 as the captain, TSP 46% P as the opener, and NPK 19:19:19 as the all-rounder—each essential for soil health and crop resilience. Organic fertilizers, promoted under the PM PRANAM Yojana, are showcased as “Mitti ke Rakshak” for enhancing soil carbon and fertility.
Harshdeep Singh, President & CCO of PPL, expressed optimism that the collaboration with Dravid will strengthen awareness campaigns among farmers, particularly in Odisha where PPL has a significant market presence and operates one of India’s largest fertilizer complexes.
With Odisha emerging as a growing hub for agri-input industries, the partnership adds momentum to PPL’s efforts to connect deeper with farmers and promote modern, sustainable nutrient practices. Through its cricket-themed campaigns and a trusted face like Rahul Dravid, PPL aims to strengthen farmer confidence and drive wider adoption of innovative fertilizers across the state and beyond.
