As competition intensifies in India’s rapidly expanding automotive aftermarket sector, companies are increasingly looking to strengthen brand visibility and consumer trust through high-profile partnerships. In a move aimed at enhancing its presence in the country, DRiV, the aftermarket division of Tenneco, has appointed former Indian cricket captain Mahendra Singh Dhoni as its national brand ambassador.
The partnership marks DRiV’s first association with a celebrity ambassador and reflects the company’s growing focus on the Indian market, which is among the fastest-growing automotive aftermarket sectors globally.
The company said the collaboration is intended to reinforce its identity as a multi-brand aftermarket platform serving vehicle owners, workshops, fleet operators and mechanics across India.
“Many of DRiV’s brands have been serving customers for more than 100 years globally. MS Dhoni represents the same enduring values that define our brands: leadership, consistency and the ability to perform when it matters most,” Chintan Sopariwala, President, DRiV, said.
Sanjeev Kumar Singh, Vice President and General Manager, DRiV South Asia, noted that India’s aftermarket industry continues to witness strong growth due to an expanding vehicle population, increasing vehicle age and greater awareness about quality replacement parts.
DRiV claims to operate a portfolio of more than 30 aftermarket brands globally, including Monroe, Champion, Goetze, Ferodo, FP Diesel, Wagner and AE. The company traces its roots to the automotive component businesses of Federal-Mogul and Tenneco and serves multiple vehicle categories, including passenger vehicles, two-wheelers and commercial vehicles.
Dhoni, who is known for his interest in automobiles and motorcycles, said the association was a natural fit.
“I am pleased to be associated with DRiV and its portfolio of well-known products. As someone who is passionate about motorcycles and their spare parts, and enjoys working on my bikes and cars myself, I understand the importance of high-quality components and reliable performance,” he said.
The Indian automotive aftermarket is expected to continue growing over the coming years, supported by rising vehicle ownership and increasing demand for maintenance and replacement components. Against this backdrop, companies are expected to focus not only on distribution and product availability but also on brand-building initiatives aimed at end consumers.
