Indian cricket captain MS Dhoni will soon launch his line of fragrances, joining the likes of other sportstars like Roger Federer and Maria Sharapova to have such similar ventures.
Rhiti Sports Management, the firm that manages Dhoni's business portfolio, has partnered with Dubai-based Beauty Contact to launch the men's fragrances range in the global market.
"The development of the new line builds on my own preferences for fragrances that remain fresh and have an international appeal," Dhoni said in a statement. Dhoni's line of fragrances is expected to be introduced in India, the UAE and the rest of the world before the end of the year, the statement added.
"I am confident that the range will appeal to those who seek fragrances that are long-lasting and refreshing," he added.
The Indian captain will be personally involved in the creation, formulation and development of the M S Dhoni line of fragrances, which caters exclusively to men. The launch makes Dhoni the first-ever Indian cricketer to have his own line of fragrances.
Commenting on the development, Rhiti Sports Management Chairman and Managing Director Arun Pandey said: "We are pleased to be associated with Beauty Contact, Inc which is the global licensee of Cadillac, Madonna Nudes 1979 and Whatever It Takes fragrances." The partnership with Beauty Contact will help in taking the brand to the global audiences," he added.
Alwyn Stephen, President and CEO of Beauty Contact, said the tie-up with Dhoni would help his company in making a foray into the Indian market. Beauty Contact is behind the success of top celebrity fragrance brands in over 20 countries, including Paris Hilton, Jessica Simpson, Perry Ellis, Maria Sharapova, Alfred Sung, Hummer and Bob Mackie.
"After successfully launching the fragrances for many international celebrities, we now turn towards India and are excited to be partnering with the biggest cricketing legend of all - MS Dhoni," Stephen said.
"In the coming months, we will be working closely with him to take the line to as many markets as possible," he added. The first line of fragrances will hit the Indian market around the time of the Twenty-20 World Cup, slated to start in mid-September this year in Sri Lanka. The UAE debut is expected towards the end of the year, the company added.