Hyderabad: Indian badminton star Saina Nehwal brand value shot up northwards after she won the Indonesian Open, according to brand-domain specialists.
The loss of tennis star Sania Mirza, who married Pakistan cricketer Shoaib Malik recently, became Saina’s gain and according to brand and business strategist, Harish Bijoor, her brand value has now touched Rs 30 lakh from Rs six to 10 lakh before she won the Indonesian Open.
“The value is likely to move up to one crore if she clinches number one position in the world badminton ranking. She was an underdog before she moved to number three rank,” Bijoor told reporters.
Bijoor said Sania’s present band value has been sliding down and at present it can be around Rs 15 lakh.
“After the marriage her image got a beating and the chemistry (getting married) did not work well for her,” Bijoor said.
He said unfortunately badminton, in this country, is less admirable sport when compared with tennis. So Saina’s brand value remained low even at number three rank unlike Sania, who shot in to limelight even at 50th rank of the world tennis.
Just before the marriage, confectionary giant Cadburry had said that it did not want to renew the endorsement contract with Sania.
On the other hand, according to sources in Deccan Chargers, the official sponsors of Saina, as many as 12 big companies including some multinationals queued up for product endorsements for the badminton star.
“Right now neither she is interested in making money nor do we. She has to win the Olympics. A lot of practice is required. In between if she can squeeze some time she will definitely take up the some brand promotional activities,” a senior official of Deccan Chargers said.
Saina became a brand ambassador last year for the city based Deccan Chargers promoted by popular English daily Deccan Chronicle.
She was ranked at number six when the DC signed a contract with her for three years.
Saina also endorses Herbalife India, a nutrition and direct selling company.