Hyundai Motor India has appointed para-archer Sheetal Devi as a brand ambassador, adding one of India’s most prominent young para-athletes to its growing roster of sporting and cultural ambassadors.
The association comes as Hyundai continues to use sports as a platform for building its brand narrative around progress, determination and inclusion. The automaker has previously invested in para-sports through its Samarth initiative, which supports para-athletes across disciplines.
Sheetal Devi has emerged as one of India’s most recognisable para-athletes, particularly after her performance at the Paris 2024 Paralympic Games, where she won a bronze medal in the mixed team compound archery event.
She has also continued to make headlines in international para-archery. Most recently, Devi and fellow Indian para-archer Rakesh Kumar set a new world record, underlining her growing standing in the sport.
Her story also carries significance beyond sporting results. Born without arms, Devi shoots using her feet and has become a prominent figure in India’s para-sport movement.
The appointment fits into Hyundai’s broader approach to using sport to strengthen its connection with Indian audiences.
Through Samarth, Hyundai Motor India Foundation has partnered with organisations including the GoSports Foundation to support para-athletes. The programme currently supports athletes across multiple sporting disciplines and has contributed to India’s growing para-sport ecosystem.
Hyundai has also maintained a strong association with mainstream sport. Its current ambassador portfolio includes personalities from cinema and cricket, while the company has used sporting partnerships and campaigns as part of its wider brand-building strategy.
Sheetal Devi’s association gives Hyundai another way to bring its ‘Progress for Humanity’ philosophy into its consumer-facing communication.
With Sheetal Devi joining its ambassador portfolio, Hyundai adds a para-sport voice to its brand narrative, one rooted not just in sporting achievement, but in resilience and breaking conventional limits.
