Sach Ka Saamna

Visitors to Future Group franchises would have noticed the Sachin Tendulkar range of toothbrushes and children’s apparel.

Visitors to Future Group franchises like Big Bazaar and Pantaloon Retail would have noticed the Sachin Tendulkar range of toothbrushes and children’s apparel. The Group is testing waters with the collection, named ‘Sach’. “Sachin is co-creator of the brand and has a stake in the venture,” says Atul Takle, Pantaloon’s corporate communications head. Integrity is the key brand attribute, and that is why Pantaloon is working with Sachin, who signed up with Future Group in 2007.  “Sachin embodies integrity and healthy living,” Takle says.

The ‘Sach’ logo is based on a famous picture of Sachin as a toddler, holding a bat. Asked how involved Sachin was in the creation of the range, Takle says, “Both he and his wife actively participated. His home was like an open house.”

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Akshay Sawai