Lauritz Knudsen Electrical and Automation, a leader in India’s electrical and automation space, has renewed and strengthened its association with Mumbai Indians for a second year, deepening a partnership defined by shared values of performance, resilience and unwavering consistency.
After a powerful debut season, this renewed collaboration marks the next chapter in Lauritz Knudsen’s brand journey, accelerating its visibility and relevance across the country. By continuing with one of the world’s most followed cricket franchises, Lauritz Knudsen reinforces its commitment to a platform that embodies energy, ambition and sustained excellence, while further amplifying its mission of “Powering a Non-Stop India”.
The first year of the partnership delivered strong momentum, with high visibility and growing consumer engagement. In year two, the association is poised to drive deeper salience and create a stronger emotional connect with audiences through a high attention, culturally resonant, and high impact sporting ecosystem.
Throughout the season, Lauritz Knudsen, formerly known as L&T Switchgear, will remain prominently visible across the entire Mumbai Indians ecosystem, including centre‑placement on the team jersey, comprehensive digital presence, and fan‑focused engagement touchpoints. This year, the partnership will be further elevated through new high‑impact initiatives and on‑ground integrations.
“Cricket holds a unique place in India, bringing people together at scale, and this association allows us to connect our purpose with a wider national sentiment. As we continue to support India’s growth journey, such sporting platforms play an important role in reinforcing our commitment,” said Deepak Sharma, zone president, Greater India.
“Over the last year, our partnership with Mumbai Indians has taken Lauritz Knudsen to millions of consumers through a platform that stands for energy, excellence and consistency. More importantly, it unites two brands with a shared commitment to performance, resilience, ambition and excellence. As we continue scaling our presence across India, this association remains central to bringing our Powering India Non-Stop promise to life in a meaningful and relevant way,” said Naresh Kumar, COO, Lauritz Knudsen Electrical and Automation.
“This second year is critical; it builds on a strong foundation and elevates the partnership to the next level. Powering a Non-Stop India comes alive authentically and powerfully through an association like this, both on and off the field,” Rajat Abbi, vice-president, marketing, said.
“The partnership with Lauritz Knudsen reflects a shared mindset, of consistency, resilience and the drive to perform at the highest level. As we enter the second year of this association, we look forward to building a deeper, more meaningful connect with fans and bringing this narrative to life through engaging and high-impact experiences across the season,” said a Mumbai Indians spokesman.
For Lauritz Knudsen, the continued collaboration reflects a broader ambition to strengthen its presence in a fast-progressing India, through platforms that deliver both scale and meaning. As the brand continues to empower homes, industries, infrastructure and utilities with trusted electrical and automation solutions, its partnership with Mumbai Indians offers a powerful cultural platform to take this story to millions more.
