New Delhi, 13th March 2026: For millions of Indians, the journey with cricket does not begin in stadiums or academies; it begins in gully lanes, on local grounds and in informal cricket tennis-ball tournaments. From street cricket and weekend tournaments to community leagues played across towns and cities, cricket tennis-ball remains the most widely played format of the sport in India, shaping generations of cricket lovers and aspiring players.
Recognising the scale and cultural significance of this ecosystem, SiXiT, one of Nation’s fastest growing cricket brands, has announced Indian fast bowler Arshdeep Singh as its Brand Ambassador for the cricket ball category, marking an important step in the brand’s next phase of growth.
Over the years, SiXiT has built a strong presence in the cricket tennis-ball segment, emerging as a market leader whose products are widely used by grassroots players, local tournaments and recreational cricket communities across the country.
Speaking about the association, Mr. Bhavin Lakhlani, Sales Head, SiXiT, said, “Cricket in India has one of the most vibrant grassroots cultures in the world. For millions of players, the first cricket ball they ever hold is a cricket tennis ball on a gully or a local ground. SiXiT has grown alongside this ecosystem and established itself as a market leader in the cricket tennis-ball category. As we enter the next phase of growth, we see a strong opportunity to build on this foundation while expanding into new product segments. We are delighted to welcome Arshdeep Singh as the Brand Ambassador for our cricket ball category, and we believe his journey will strongly resonate with young cricketers across the country.”
Building on the association, SiXiT is also preparing to roll out a 360-degree marketing campaign celebrating India’s grassroots cricket culture. The high-impact campaign will combine digital-first storytelling, creator collaborations and grassroots tournament activations to capture the spirit of gully and community cricket played across the country.
The campaign will place a strong emphasis on digital platforms, leveraging short-form video content, social media engagement and community-led storytelling, while also activating through local tournaments and cricket communities to connect with millions of grassroots players.
As part of its next phase of brand evolution, SiXiT has also unveiled a refreshed brand identity, reflecting its ambition to expand beyond cricket tennis-ball and strengthen its presence across the broader cricket equipment market.
Commenting on the brand’s direction, Mr. Bharat Singh, Marketing and Digital Commerce Head, SiXiT, said, “Cricket participation in India continues to grow across formats, from gully cricket and weekend tournaments to academy and competitive cricket. Our refreshed brand identity reflects SiXiT’s evolution as we expand our product portfolio and engage with players across every stage of their cricket journey.”
As part of its expansion roadmap, SiXiT plans to introduce leather cricket balls, cricket kits and cricket bats, while also strengthening its presence in the cricket footwear category, marking its entry into the formal cricket equipment segment.
Commenting on the association, Mr Arshdeep Singh said, “For many young cricketers in India, the journey with the sport begins with cricket tennis-ball on gully grounds and in local matches. I am happy to be associated with SiXiT as the Brand Ambassador for its cricket ball category. The brand has built a strong connection with grassroots cricket, and I look forward to being part of their journey as they continue to support and inspire young players across the country.”
SiXiT currently operates as a ₹125 crore brand and is targeting ₹305 crore in revenue over the next three years, driven by product expansion, increased distribution and deeper engagement with grassroots cricket communities.
The company operates a 60,000 sq. ft. manufacturing facility in Madurai, employing close to 1,000 people and producing a range of cricket equipment for grassroots and recreational players. With the introduction of new categories including apparel, leather cricket balls and expanded footwear offerings, the company has further expanded its manufacturing capacity to support its next phase of growth.
