MUMBAI: Phorce Club, a pioneering company building the Pickleball ecosystem in India, has appointed former Indian cricket stalwart Cheteshwar Pujara as its brand ambassador.
As Pickleball rapidly emerges as one of the world’s fastest-growing sports, Phorce Club aims to lead its adoption nationwide. Pujara, known for his focus, discipline, and consistency on the cricket field, embodies the qualities the brand seeks to inspire across households, combining professional grit with everyday fitness.
Phorce Club operates across the full spectrum of the sport, from designing and manufacturing equipment, to developing accessible Pickleball courts, and organising national tournaments and leagues to foster skill, engagement, and community. The company is led by founders Sujay Jairaj, Premal Shah, and Heman Ajmera, whose combined expertise drives grassroots participation, business foresight, and strategic sustainability.
Phorce Club, co-founder, Premal Shah, said, “Sport is more than fitness; it is a pathway to resilience, community, and collective growth. Cheteshwar Pujara embodies the Phorce mindset: focus, determination, and strength. With his support, we aim to take Pickleball beyond recreation and inspire every Indian to embrace both physical vitality and mental resilience.”
“The brand’s philosophy resonates deeply with me, true strength lies in persistence, focus, and collective growth. I’m delighted to be associated with Phorce Club. Together, we want to encourage people across India to push their boundaries and discover the Phorce within,” Pujara added.
Phorce Club plans to roll out nationwide campaigns, community-building initiatives, motivational content series, and Phorce Clubs in major cities, serving as hubs for fitness, recreation, and networking. Partnerships with schools and NGOs will expand Pickleball access to underprivileged children, reflecting the brand’s belief that sport is both a right and a catalyst for empowerment.