"We are happy to sign both Virender and Aarti Sehwag as brand ambassadors for endorsing our range of products. This is the first time that we have decided to sign a celebrity brand ambassador for our oral care category, which has a turnover of over Rs 100 crore," Dabur India chief executive officer Sunil Duggal told reporters after signing the contract with the Sehwags.
The agreement is for two years and has the option of being renewed.
Dabur India, which has tinsel world celebrities like Amitabh Bachchan and Rani Mukherjee endorsing its products, has signed a sportsperson for the second time.
Ace cricketer Kapil Dev used to endorse Dabur's 'Hajmola' brand in the late 90s.
With the signing of the Sehwags, the company had renewed its focus on oral care market where Dabur India's red toothpaste was the biggest brand in the category with a turnover of over Rs 100 crore (Rs 1 billion), Duggal said.
The toothpaste garnered significant share in the Rs 2,000 crore (Rs 20 billion) market in the first year of launch, he said.