Shikhar Dhawan- a brand in making

Shikhar Dhawan‘s brand value has gone through the roof ever since he has scored three consecutive centuries in his international career. India’s latest batting sensation, in his slow and steady climb to the top, has attracted interests from major corporate firms who are mighty impressed by the on-field exploits of the opener.

And for the company that is in charge of managing the left-hander’s illustrious profile, Dhawan is their ticket to success.

Bunty Sajdeh, CEO of Cornerstone Sports, was quoted as telling PTI today: “Shikhar has grabbed whatever opportunities he has got with splendid performances. Since he is at a nascent stage in his international career, I would call him a brand-in-making at this juncture. But certainly, he has a huge potential as far as his commercial viability is concerned.”

When asked about how Shikhar’s brand value has been affected since his impressive Test debut in Mohali, Sajdeh replied, “We are in talks with some of the leading business houses. I can tell you that at least 3-4 Corporate Houses have shown keen interest in roping in Shikhar.”

The company, that also manages the careers of cricketers such as Virat Kohli and Rohit Sharma, said that they needed to track Shikhar’s progress in the next one year if they intend to take ‘Brand Shikhar’ to the next level.

“You don’t know how things shape up in the next six months. A sportsman’s career is a short one and one needs to capitalise on enhancing the brand. But there must be a judicious blend while striking a balance between imaging and personality,” Sajdeh explained.

Even Shikhar’s famous moustache, which he flaunts proudly, is considered to be an USP by the company.

Source: Mid Day