DRiV, the dedicated aftermarket business group of Tenneco, has appointed cricket legend Mahendra Singh Dhoni as its first-ever national brand ambassador as the company looks to strengthen its presence in India’s fast-growing automotive aftermarket.
The partnership marks DRiV’s inaugural association with a celebrity ambassador and underscores the strategic importance of the Indian market for the global aftermarket components manufacturer.
The company said the collaboration is built around shared values of trust, reliability, consistency and performance, which it believes resonate strongly with vehicle owners and mechanics across the country.
Strategic focus on India
DRiV said India remains one of the world’s fastest-growing automotive aftermarket markets, driven by an expanding vehicle parc, rising average vehicle age and increasing consumer awareness about the importance of quality replacement parts.
The company offers a portfolio of more than 30 global brands across passenger vehicles, two-wheelers, commercial vehicles and off-highway applications.
Company executives on the partnership
DRiV President, Chintan Sopariwala, said, “Many of DRiV’s brands have been serving customers for more than 100 years globally, and we are just as excited about the next century as we were about the first. MS Dhoni represents the same enduring values that define our brands: leadership, consistency, humility, and the ability to perform when it matters most. We are thrilled to partner with him as we continue to grow and strengthen our presence across the Indian subcontinent.”
DRiV South Asia Vice President & General Manager, Sanjeev Kumar Singh, said, “India’s aftermarket is one of the most dynamic automotive sectors globally. DRiV brings a portfolio of over 30 globally trusted brands, backed by original equipment engineering and decades of heritage. Our partnership with MS Dhoni, a symbol of trust, consistency, and excellence, reflects the values that define DRiV.”
He added that DRiV’s nationwide distribution network, deep engagement with mechanics, comprehensive product portfolio and original equipment heritage position the company to continue raising benchmarks for quality, reliability and performance in India’s automotive aftermarket.
Dhoni highlights focus on quality
Mahendra Singh Dhoni said, “I am pleased to be associated with DRiV and its portfolio of well-known products. As someone who is passionate about motorcycles and their spare parts, and enjoys working on my bikes and cars myself, I understand the importance of high-quality components and reliable performance. I look forward to this partnership.”
Strong global and Indian footprint
DRiV said it has been serving the Indian automotive aftermarket for decades through the legacy businesses of Federal-Mogul and Tenneco, supplying workshops, garages, fleet operators and vehicle owners with products spanning ride performance, sealing, filtration and other critical systems.
Its portfolio includes globally recognised brands such as Monroe, Champion, Goetze, GTP, Ferodo, FP Diesel, AE and Wagner.
Globally, DRiV operates across 53 countries through 80 locations, 13 manufacturing facilities and 28 distribution centres, supported by a workforce of more than 9,000 employees.