Gurugram: Hyundai Motor India Limited (HMIL) has appointed World No. 1 para archer, current World Champion and Arjuna Awardee Sheetal Devi as its brand ambassador, expanding an association that will focus on inclusion, accessibility and social-impact initiatives.
Under the partnership, Hyundai said it will collaborate with the 19-year-old athlete across purpose-led marketing campaigns, accessibility programmes, inclusion initiatives and social-impact communication linked to the company’s global “Progress for Humanity” vision.
The appointment brings one of India’s most prominent para-athletes into Hyundai’s public-facing campaigns at a time when Sheetal Devi’s sporting achievements have increasingly brought para archery into the national spotlight.
Hailing from Loidhar village in Jammu & Kashmir’s Kishtwar district, Sheetal is currently ranked World No. 1 in para archery and is also the reigning World Champion.
She is an Arjuna Awardee, Paralympic medalist and two-time world record holder, and has won three Asian Games medals. Hyundai said she is also the first Indian para-archer to be selected for an able-bodied national team.
Commenting on the association, Tarun Garg, Managing Director & CEO, Hyundai Motor India Limited, said, “At Hyundai Motor India, we believe that true progress is driven by the courage to challenge limitations and inspire positive change. Sheetal Devi is not just a champion athlete; she is a symbol of what human determination can achieve when barriers are replaced by opportunities. Her journey inspires millions and we are proud to partner with her as we advance Hyundai’s vision of Progress for Humanity. Together, we hope to spark conversations around inclusion, accessibility and equal opportunities while encouraging individuals to pursue their aspirations without limitations.”
Sheetal Devi said the partnership reflected shared values around perseverance and equal opportunity.
“I am honoured to be associated with Hyundai Motor India, a brand that believes in breaking barriers and creating opportunities for everyone. Hyundai has been a strong supporter of my journey, and I deeply value the trust and encouragement the brand has extended to me. This partnership represents our shared belief in perseverance, inclusion and the pursuit of excellence. I look forward to working with Hyundai and contributing to initiatives that inspire people to believe in their abilities and achieve their fullest potential.”
Association Builds on Hyundai’s Samarth Initiative
The relationship between Hyundai and Sheetal is not entirely new. The company has been associated with her since 2023 under its Samarth by Hyundai initiative, which focuses on promoting inclusion and accessibility.
Hyundai said the expanded partnership will seek to increase awareness around representation, accessibility, equal opportunities and human potential through campaigns and community initiatives.
For the automaker, the appointment also gives its inclusion messaging a highly visible sporting face. For Sheetal, whose career has been marked by breaking competitive barriers, the partnership extends her influence beyond the archery range — though collecting medals remains a fairly convincing way of making a point.
Rising Profile of Para Sports in India
Sheetal’s rapid rise has helped bring greater attention to para sports in India, particularly among younger audiences.
Her achievements across international competitions, combined with her selection for an able-bodied national team, have made her a prominent example of athletes competing beyond conventional classifications and expectations.
Hyundai said the collaboration is intended to encourage conversations around accessibility and equal opportunity while highlighting sporting excellence and resilience.
The partnership ultimately reflects a broader shift in how major brands engage with athletes: not only through sporting success, but also through the wider social themes their careers represent. In Sheetal Devi’s case, Hyundai is linking its brand communication with an athlete whose record already speaks loudly on inclusion, opportunity and competitive excellence.
