Ajinkya Rahane, Vice-Captain of the Indian Test Cricket team, will be the brand ambassador for MeraKisan, a Mahindra Group company which is a prominent player in the growing organic agri produce market, with a focus on avant-garde organic food supply chains.

Ajinkya who hails from a farming background and is an ardent supporter of farmers, has joined forces with MeraKisan to usher in a new era of safe, traceable and healthy organic food for the increasingly health conscious Indian consumer.

“I am excited to be part of a journey which delivers sustainable prosperity to our farmers through organic farming methods,” Ajinkya Rahane said.

Besides being the brand ambassador, Ajinkya has invested and will also own equity in MeraKisan as part of the partnership. His goal is to contribute toward delivering sustainable prosperity to Indian farmers through the adoption of new-age organic farming techniques which align perfectly with the DNA of MeraKisan.

Commenting about the partnership with MeraKisan, the cricketer said, “I strongly believe that organic food contributes to overall wellness, and this partnership is significant as we share a common goal.”

Speaking about the association, Ashok Sharma, MD & CEO – Mahindra Agri Solutions Ltd. said, “At Mahindra we are committed to driving positive change and impacting the lives of Indian farmers. Our investment in MeraKisan, reflects our commitment to enable the growth of organic farming which is one of the keys to a healthy life.”