Silver Sindhus brand value has gone up like anything. But the brand managers of Sindhu are holding their horses. They dont want to jump the gun .
Harish Bijoor, an expert in brand and business strategy, said post Olympics, Sindhu’s brand value which was about Rs 20 lakhs has gone up to Rs 2 crore which was fueled by the cash awards given by various state governments.Companies are queuing up to sign Rio Olympics silver medalist P V Sindhu for endorsements.
The ace badminton player’s brand management firm wants to go slow as it wants her brand valuation to rise further.The silver medal at Rio Olympics has pushed Sindhu’s brand value many times and the badminton star is expected to announce a couple of endorsement deals soon.
Ramakrishnan R, co-founder and director of Baseline Ventures managing Sindhu’s brand marketing, said though the endorsements were signed before Olympics, they did not want to announce them due to hectic schedule of the city-based badminton players for the preparation for the event.
“They are major endorsements at the national level. There have been couple of brand signed before Olympics. We could not announce them because of the Olympics preparation. So, we did not want to promote her more before Olympics. We may be announcing them during the second week of September,” Ramakrishnan told.
Sindhu became the first Indian woman athlete to grab an Olympic silver in the just-concluded event when she lost a close final clash against world No.1 Carolina Marin of Spain.
“Two or three things have happened post Olympics. One is the cash awards she got by various state governments. Now all these add to the dimension of brand value of Sindhu. Because the moment a state government gives you Rs 5 crore, it means that the brand value goes much higher.There is also news that some producers are trying to rope in Sindhu into films. The Telugu producers are in touch with her mother it is learnt.