Indian Cricketer Suryakumar Yadav Joins EM5 as Investor and Partner The partnership aims to strengthen EM5's position in India.
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Indian cricketer Suryakumar Yadav has joined EM5 as an investor and partner, marking a new phase for the homegrown D2C fragrance brand. The association signals a strategic partnership focused on building scale and cultural relevance through digital-first storytelling rather than traditional celebrity endorsements.
Founded in 2022 by Shashank Chourey and based in Indore, House of EM5 gained wider recognition after appearing on Shark Tank India 4. The brand manufactures its products in-house and offers perfumes, solid scents, body mists, car perfumes and candles. Its portfolio highlights affordable pricing, non-alcoholic formulations and cruelty-free practices aimed at everyday Indian consumers.
EM5 was created with the idea of making fragrances more accessible. Instead of leaning on aspirational luxury narratives, the brand positions its scents around familiar moods, confidence and lived Indian experiences, making them easier to adopt as part of routines.
The partnership with Yadav was unveiled through a digital announcement film that draws on his internet persona and references the film Phir Hera Pheri, adding a light, relatable tone to the launch.
Shashank Chourey, Founder of EM5, said, "Having someone like SKY believe in what we are building is deeply motivating. We wanted to start this journey by reflecting his off-field personality that people genuinely connect with, and this is only the beginning of what we plan to do together."
Aman Gupta, Co-founder of boAt and an investor in EM5, said, "The more we explored potential faces for the brand, the more Suryakumar felt like a natural fit. He aligns effortlessly with EM5's modern, ambitious vision rooted in the spirit of India's heartland."
Suryakumar Yadav said, "EM5 is a young Indian brand changing how people experience fragrance, and that authenticity drew me to join as an investor and partner."
The partnership aims to strengthen EM5's position in India.
