Citroen India has appointed cricket legend Mahendra Singh Dhoni as its latest brand ambassador, in a strategic move aimed at strengthening its presence and visibility in the Indian market.

French automaker Citroen, a member of the Stellantis Group, entered the Indian market in 2019, with car sales officially kicking off in 2021. Despite being a newcomer, the company has managed to secure a modest niche, capturing a market share of 0.21%. According to data from the Federation of Automobile Dealers Association (FADA), Citroen sold 8,330 units in the domestic market during the fiscal year 2023-24, marking an increase from 5,990 units in the previous year.

Mahendra Singh Dhoni, widely regarded as one of India’s most revered cricket captains, boasts a vast and diverse fan base across the nation. Throughout his illustrious career, Dhoni has achieved numerous milestones, including leading India to victory in the ICC Cricket World Cup in 2011 and the ICC Champions Trophy in 2013. His stellar performances have earned him prestigious accolades such as the Rajiv Gandhi Khel Ratna, Padma Shri, Padma Bhushan, and ICC ODI Player of the Year awards.

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Sources familiar with the arrangement reveal that Citroen has allocated INR 7 crore (approximately $850,000) to Dhoni in the initial phase of their brand ambassadorship. This significant investment underscores the company’s steadfast dedication to elevating its brand and product portfolio in the fiercely competitive landscape of the Indian automotive industry.