Suryakumar Yadav backs EM5 as investor and partner

D2C fragrance brand EM5 has announced cricketer Suryakumar Yadav (SKY) as its investor and partner.

The partnership marks the start of a strategic collaboration focused on building cultural relevance and scale through digitally native storytelling.

Yadav’s association with EM5 is based on shared audience alignment and values.

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Known for his grounded personality and strong connection with a young online audience, SKY represents the kind of confident, substance-driven consumer the brand targets. His role as investor and partner highlights the long-term, strategic nature of the collaboration, rather than a simple one-time endorsement.

The partnership was announced with a digital-first film that highlights SKY’s popular online persona and his love for the cult comedy Phir Hera Pheri, reflecting EM5’s focus on culturally rooted and relatable storytelling.

Shashank Chourey, founder, EM5, said, "This association is personally very exciting for me. Having someone like SKY show confidence in what we’re building at EM5 is a big deal. We wanted to kick off the partnership with a light ode to his off-field personality, which people genuinely connect with. This is just the beginning-there’s much more coming that I’m confident his audience, and the Indian fragrance space, hasn’t seen before.” 

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“EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance game in India, and I’ve always loved how scent becomes a part of your everyday identity. That resonated with me, which is why this goes beyond an association. As an investor and partner, I’m excited to be part of a journey that’s building something authentic, digital-first, and rooted in India, " Yadav added. 

Aman Gupta, co-founder, boat and investor, EM5 said, “When we were searching for the face of EM5, we explored a lot of options. But the more we researched, the SKY one felt like a natural fit. What makes me happiest is how effortlessly he aligns with EM5’s vision which is modern, ambitious, and proudly inspired by the spirit of India’s heartland.” 

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