Dipendra Singh Airee named brand ambassador for FREEMANS in Nepal

Nepali international cricketer Dipendra Singh Airee has been appointed as the brand ambassador for FREEMANS, a prominent manufacturer of measuring and hand tools based in the Indian subcontinent. The company announced the partnership to strengthen its foothold in the Nepali market, as reported by My Republica, Annapurna Post, Neplays, and ICT Frame.

Expanding market presence

FREEMANS, which operates under FMI Limited, intends to use this collaboration to deepen its engagement with local consumers, retailers, and channel partners. According to the company, the partnership is designed to increase awareness of its expanding product range, which includes power tools, spirit levels, measuring wheels, and various hand and digital measuring instruments.

Sahil Nayar, Executive Director of FMI Limited, stated that the company views Nepal as a strategic market. He noted that the firm aims to move beyond simple product availability to become a brand that actively contributes to the local ecosystem. Nayar described Airee as a representative of a "new-age Nepal" that is performance-driven and ambitious, qualities the company believes align with its own brand philosophy of precision and reliability.

A strategic partnership

For his part, Dipendra Singh Airee expressed enthusiasm about the association. He remarked that he looks forward to helping the brand connect with businesses and consumers across the country, citing the company's reputation for quality and precision as key reasons for his involvement.

Industry observers note that this move comes as FREEMANS seeks to leverage the popularity of one of Nepal’s most recognized athletes to build trust among tradespeople and professional users. The company, which has been in operation since 1950 and currently distributes products in over 60 countries, is prioritizing the development of a stronger dealer and retail network within Nepal to support its growth strategy.