Hyundai Motor India Appoints Para Archer Sheetal Devi as Brand Ambassador

Hyundai Motor India has named para archer Sheetal Devi its brand ambassador, strengthening its focus on inclusion, accessibility, equal opportunities and social impact initiatives.

Hyundai Motor India Appoints Para Archer Sheetal Devi as Brand Ambassador

Hyundai Partners With World No. 1 Para Archer

Hyundai Motor India Limited has appointed 19-year-old para archer Sheetal Devi as its brand ambassador, expanding its association with the young athlete and strengthening the company's focus on inclusion and accessibility.

As part of the partnership, Sheetal Devi will feature in Hyundai's marketing campaigns and purpose-driven communication. The collaboration will also include accessibility programmes, inclusion initiatives and social-impact activities.

The partnership reflects Hyundai's global philosophy of “Progress for Humanity”, with the company aiming to use Devi's inspiring sporting journey to encourage conversations around equal opportunities and overcoming barriers.

Sheetal Devi's Inspiring Sporting Journey

Sheetal Devi, who hails from Loidhar village in Kishtwar district of Jammu & Kashmir, has emerged as one of India's leading para athletes.

The 19-year-old is an Arjuna Awardee and Paralympic medallist. She has also achieved two world records and secured three medals at the Asian Games.

One of the notable milestones in her career is becoming the first Indian para archer to be selected for an able-bodied national team, underlining her exceptional performance and competitive ability.

As of September 9, 2026, Devi holds the No. 1 position in women's compound para archery. She is also the reigning world champion after securing the gold medal at the 2025 World Archery Para Championships in Gwangju, South Korea.

Hyundai to Focus on Inclusion and Accessibility

Hyundai said the partnership will go beyond traditional brand endorsement activities. The company plans to collaborate with Devi on initiatives designed to promote accessibility, representation, inclusion and equal opportunities.

Through these programmes, Hyundai intends to raise awareness about the importance of removing barriers and creating opportunities for people from diverse backgrounds.

The automaker believes Devi's journey can help communicate its broader message that determination and opportunity can enable individuals to achieve their ambitions despite challenges.

Hyundai MD and CEO Praises Sheetal Devi

Tarun Garg, Managing Director and CEO of Hyundai Motor India, highlighted Devi's determination and achievements while announcing the partnership.

He described the para archer as an example of how human perseverance can overcome limitations and create meaningful change. According to Garg, the association will help generate greater awareness around inclusion, accessibility and equal opportunities.

Hyundai said it hopes the partnership will encourage people to pursue their aspirations without allowing perceived limitations to restrict their ambitions.

Sheetal Devi Welcomes Hyundai Association

Sheetal Devi also expressed her appreciation for the partnership, saying she was honoured to be associated with Hyundai Motor India.

The athlete highlighted Hyundai's support throughout her journey and said she values the confidence and encouragement shown by the company.

She added that the collaboration represents shared values including perseverance, inclusion and the pursuit of excellence.

Devi is expected to participate in Hyundai-led initiatives aimed at motivating people to recognise their abilities and work towards reaching their full potential.

Association Dates Back to 2023

Hyundai's relationship with Sheetal Devi is not new. The company has been associated with the para archer since 2023 through its Samarth by Hyundai initiative.

The programme focuses on supporting people with disabilities and promoting greater inclusion and accessibility.

The latest development takes the relationship to a broader level, with Devi becoming a formal brand ambassador and participating in campaigns and community-focused programmes.

Hyundai's “Progress for Humanity” Vision

The partnership aligns with Hyundai's broader “Progress for Humanity” philosophy, which focuses on using innovation and business initiatives to contribute to a more inclusive society.

By bringing Sheetal Devi into its brand communication, Hyundai aims to highlight themes of resilience, accessibility and human potential.

The company plans to use the association to promote conversations about creating environments where individuals have opportunities to pursue their goals regardless of physical or social barriers.

Partnership to Promote Equal Opportunities

The Hyundai-Sheetal Devi partnership combines sports, brand communication and social impact. While Devi's achievements provide a strong platform for the association, Hyundai's focus will extend to community initiatives and accessibility programmes.

The collaboration is expected to highlight the importance of representation and encourage wider participation in society and sport.

For Sheetal Devi, the partnership provides another platform to inspire young people and demonstrate how dedication, opportunity and confidence can help overcome challenges.

For Hyundai, the association strengthens its long-term focus on inclusive mobility, accessibility and social impact, while connecting its brand message with one of India's most inspiring young sporting talents.

Conclusion

Hyundai Motor India’s partnership with Sheetal Devi highlights its commitment to inclusion, accessibility and equal opportunities. As a world-leading para archer, Devi brings an inspiring story of determination and achievement to the brand. Through this association, Hyundai aims to promote greater awareness of accessibility while encouraging people to overcome barriers, pursue their ambitions and realise their full potential.