India’s badminton icon PV Sindhu joins KiranaPro as an investor and brand ambassador

AI-powered quick commerce platform KiranaPro has onboarded PV Sindhu, India’s badminton icon, as both an investor and brand ambassador.

The startup aims to revolutionize India’s retail landscape by empowering neighbourhood Kirana stores with cutting-edge technology and AI-driven solutions.

The development comes two weeks after it acquired Joper.app, a grocery delivery service that links small Kirana stores with customers.

PV Sindhu to amplify KiranaPro’s presence

PV Sindhu’s role will extend beyond just being the face of KiranaPro. She will actively contribute to the brand’s vision of bridging the digital divide for small retailers.

KiranaPro said that her role as the brand’s official ambassador during IPL 2025 will further amplify its presence on a national scale, solidifying its position as a category leader in quick commerce.

“I’ve always believed in the power of empowerment, and KiranaPro is making a real difference by helping neighbourhood kirana stores embrace technology, unlock new opportunities, and thrive in an increasingly digital world. This goes beyond retail—it’s about transforming the rural economy and contributing to India’s overall development. I’m proud to join KiranaPro, both as brand ambassador and investor, to support this meaningful mission of empowering communities and creating a lasting impact," said PV Sindhu.

"After this partnership, PV Sindhu will feature in multiple digital and traditional media campaigns, further strengthening the brand’s connection with its audience. At a time when the company is eyeing to expand its reach into tier 2 and tier 3 cities, this association is expected to play a key role in building trust and familiarity," the company said in a statement. 

What does KiranaPro do?

KiranaPro is focused on empowering local Kirana stores and supermarkets with cutting-edge AI technology. The platform enables 10-minute deliveries and provides flexible revenue models, ensuring small retailers remain competitive in today's fast-paced market.

The startup claims to have onboarded over 30,000 stores, becoming India’s first ONDC-integrated quick commerce platform.

“This partnership marks a significant milestone for KiranaPro. PV Sindhu is the embodiment of skill and determination. We have taken on the task of building a nationwide network connecting lakhs of kirana stores to millions of local customers. Sindhu's support is a recognition of our efforts and will act as a catalyst for us to work even harder towards the cause of empowering local communities," said Deepak Ravindran, Co-Founder & CEO of KiranaPro.