Homegrown Indian D2C fragrance brand EM5 has announced Indian cricketer Suryakumar Yadav (SKY) as its Investor and Partner, marking the start of a strategic collaboration focused on scaling the brand and strengthening its cultural relevance through digitally native storytelling.

Founded in 2022, EM5 was launched with the vision of making high-performance fragrances accessible to Indian consumers. The brand aims to move away from traditional, highly aspirational fragrance narratives, instead creating scents that feel familiar, relatable, and easy to adopt. Rooted in everyday Indian moods, confidence, and lived experiences, EM5 positions itself as a brand designed for daily wear rather than occasional indulgence.

The partnership with Suryakumar Yadav is built on strong audience alignment and shared sensibilities. Known for his grounded personality off the field and deep connect with younger, digital-first audiences, SKY reflects the confident yet authentic consumer EM5 seeks to engage. His role as Investor and Partner highlights the long-term nature of the association, distinguishing it from a conventional celebrity endorsement.

The collaboration was unveiled through a digital-first announcement film that taps into SKY’s popular internet persona and his fondness for the cult classic Phir Hera Pheri, setting a culturally resonant tone for the partnership.

Commenting on the association, Shashank Chourey, Founder of EM5, said the partnership represents a strong vote of confidence in the brand’s vision and marks the beginning of a larger journey. Aman Gupta, Co-Founder of boAt and Investor in EM5, added that SKY’s effortless alignment with EM5’s modern, ambitious, and India-inspired ethos made him a natural fit.

Speaking on the partnership, Suryakumar Yadav said he was excited to back a young, digital-first brand committed to redefining the fragrance space in India, adding that his involvement goes beyond an association to building something authentic and rooted in everyday identity.