After turning entrepreneur with his chain of fitness centres, ‘Captain Cool’ M.S. Dhoni is set to launch his own line of perfumes.
This will be done through a partnership with the UAE-based Beauty Contact Inc, which will manufacture and market the line worldwide.
Rhiti Sports Management, which manages Dhoni’s business portfolio, announced the partnership on Friday. The first line of fragrances will be launched in India around mid-September, during the upcoming Twenty20 World Cup. The UAE debut is slated for this year-end and will be followed by launch in other locations.
The line is targeted at men and Dhoni will be personally involved in its creation, formulation and development. “The development of the new line builds on my own preferences for fragrances that remain fresh and have an international appeal,” he said in a statement.
Arun Pandey, CMD, Rhiti Sports Management, 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.
“We are looking forward to the launch of the very first line of M. S. Dhoni’s fragrances globally and will be working closely with Beauty Contact to make it a successful venture.”
For Beauty Contact Inc, this tie-up will help the company enter the Indian market, Alwyn Stephen, President and CEO, Beauty Contact Inc, said.