JioMart, the online shopping store from Reliance Retail, has appointed former Indian captain MS Dhoni as its brand ambassador.

The news of Dhoni’s appointment comes right ahead of its JioUtsav Sale, Celebrations of India, which is slated to commence on October 8.

Sandeep Varaganti, CEO of JioMart, said, “We found a perfect fit in MS Dhoni as our brand ambassador with his personality representing trust, reliability, and assurance, just like JioMart.”

Earlier this month, JioMart had reported sevenfold growth in monthly orders through Whatsapp since the tie-up. The company’s release also stated that they had witnessed sixfold month-on-month growth in new customers since partnering with Meta a year ago.

The company’s CEO, Varaganti, had said that the “launch of JioMart on WhatsApp last year has been a phenomenal success.” He had also spoken about being “determined to make this new channel of digital shopping a success and fill the need gap of the digitally shy customers and reach a larger audience across the country.”

Meta India’s vice president Sandhya Devanathan, in a release, had said, “JioMart’s end-to-end shopping experience on WhatsApp was a global-first innovative integration for Meta, and we are pleased with this strategic partnership.”