Crossbeats, a consumer technology brand, has roped in cricketer Suryakumar Yadav as the brand ambassador for its smartwatch category. This is the first time the company has signed a brand ambassador since its inception in 2015 by Abhinav and Archit Agarwal.

The start-up claimed that Yadav’s explosive batting style and his approach to the game will be the face of the brand’s existing and upcoming range of smartwatches. The collaboration will open doors for the brand to penetrate the new market.

Yadav, who RISE Worldwide exclusively manages, said, “I have always believed in innovation, style and walking the extra mile for excellence. I am excited to partner with Crossbeats for their smartwatches category, which also pushes boundaries to strive for performance, design, aesthetics and technology.”

Crossbeats offers smart watches, wireless earbuds, headphones, and true wireless products. The brand claims to have sold a million units in 2022 and plans to increase production by 45 per cent locally by 2024.