Home interiors firm HomeLane on Monday announced that it has collaborated with former cricketer MS Dhoni under a three-year strategic partnership. As per the agreement, Dhoni will join the startup as an equity partner as well as the first brand ambassador. Dhoni’s investment is not disclosed by the firm.
Dhoni Joins HomeLane as Brand Ambassador
MS Dhoni, the most successful captain of the Indian cricket team, is showing keen interest in the Indian startup ecosystem. In a recent development, the flamboyant cricketer has joined the Home interiors firm as an investor and brand ambassador.
Dhoni has invested an undisclosed amount in the home interior firm, HomeLane said in an official statement. He has also signed a 3-year strategic contract with the firm as a brand ambassador and equity partner.
Talking about the recent association with HomeLane, Dhoni said, “As HomeLane expands into new markets and deepens its presence in its existing 16 cities, its strategic association with MS Dhoni will enable the company to create high decibel visibility and connect with its consumers.”
Dhoni also talked about HomeLane’s technology-based operations. He said, “I believe that HomeLane can help homeowners make their dream home a reality. HomeLane’s vision of making interiors easy and accessible for people across the country is what made me want to be a part of it. With the technology and the expertise that HomeLane brings I look forward to our association in making this vision a reality.”
In the next two years, HomeLane is planning to invest Rs 100 crore in the market to expand its operations in 25 new tier II and III cities, HomeLane informed in an official statement.
HomeLane Growth and Campaign with Dhoni
HomeLane is working on a brand endorsement with MS Dhoni. The campaign will be live during the coming IPL session.
Srikanth Iyer, the co-founder of HomeLane, is excited about Dhoni’s HomeLane collaboration. He praised Dhoni a lot and said, “We are excited to partner with MSD. He is not just a sporting legend but also one of the most respected and recognized personalities in India. With the trust and credibility that he brings to the table, we believe that he is the perfect fit for our brand vision.”
Tanuja Choudhry, another co-founder, talked about HomeLane’s operation and the role of Dhoni’s strategic partnership. In an official statement, the co-founder said,” HomeLane was built with the intent of making end-to-end home interiors easy and transparent for consumers anywhere in the country and this strategic partnership is a leap toward that goal.”
The startup was established in 2014. It earned an operational revenue of Rs 230.4 crore in FY2020, registering a growth of 130 percent over its revenues of Rs 99.95 crore during the previous fiscal. It has its operations in 16 cities including Bengaluru, Chennai, Hyderabad, Mumbai, NCR, Kolkata, Pune, Coimbatore, Vizag, and Mysore.