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

The association marks the beginning of a strategic partnership aimed at building cultural relevance and scale through digitally native storytelling.

Founded in 2022, EM5 was created to make high-performance fragrances more accessible to Indian consumers. The brand focuses on crafting scents that feel familiar and easy to adopt, moving away from heavily aspirational narratives to tap into everyday Indian moods, confidence, and lived experiences.

Yadav’s association with EM5 is rooted in strong audience alignment and shared sensibilities.

Known for his grounded personality off the field and strong resonance with a wide, younger audience online, SKY reflects the kind of substance-driven, confident consumer the brand speaks to. His role as investor and partner underlines the strategic nature of the collaboration, rather than positioning it as a one-off endorsement.

The partnership was unveiled through a digital-first announcement film that plays on SKY’s widely recognised internet persona and his fondness for the cult comedy Phir Hera Pheri, reinforcing EM5’s focus on culturally rooted, 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.” 

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.” 

Yadav added, “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.”