Organic Agri-based business company MeraKisan Private Ltd today announced its partnership with Indian cricketer Ajinkya Rahane, a company release said. The company is a part of the USD 20.7 billion Mahindra Group.

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Rahane is also the Vice-Captain, Indian Test Cricket Team.

As part of this partnership, Ajinkya has invested and will own equity in MeraKisan and would also be its brand ambassador, the company release said.

The partnership has been announced to promote safe, traceable and healthy organic food, which is now becoming popular among the health-conscious Indian consumer, the release said.

“It is a matter of great pride for me to be associated with new age, sustainable organic Agri business like MeraKisan. I strongly believe that organic food contributes to overall wellness, and this partnership is significant as we share a common goal," Rahane said.

"Further, I am excited to be part of a journey that delivers sustainable prosperity for our farmers through organic farming methods,” he added.

“At MeraKisan our vision is to enable healthy living to create a better world. It is an honour to collaborate with Ajinkya who shares our values and passion for this important cause," Prashanth Patil, Founder-CEO of MeraKisan said.

"At the very core of our business, we work with farmers to ensure the adoption of sustainable Agri practices, as well as cultivating high-quality Agri produce for consumers. Together with Ajinkya, we hope to promote vibrant and heathy living, and build an organic-food culture for the future,” he added.

“Our investment in MeraKisan reflects our commitment to enable the growth of organic farming which is one of the keys to a healthy life," Ashok Sharma, MD & CEO- Mahindra Agri Solutions said.

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"We are delighted to welcome Ajinkya to the Mahindra family, he is a role model for the new generation and a passionate supporter of the Indian farming community,” he added.