DRiV™, the dedicated aftermarket business group of Tenneco, has appointed Mahendra Singh Dhoni as its National Brand Ambassador. Bringing together some of the industry’s most trusted brands under a single aftermarket identity, DRiV’s association with Dhoni marks the company’s first-ever partnership with a celebrity ambassador. The move underscores the strategic importance of the Indian market while reinforcing DRiV’s commitment to shaping the future of the country’s automotive aftermarket through its comprehensive House of Brands.
The announcement was made at an exclusive Meet & Greet event held at Taj Lands’ End, Mumbai, attended by the company’s executive and commercial leadership, key channel partners, and select automotive stakeholders from across India’s automotive aftermarket ecosystem.
At the heart of the association is a strong alignment of values. Both DRiV™ and MS Dhoni represent trust earned over time, reliability demonstrated through consistent performance, and the confidence that comes from making the right decisions when they matter most.
In a country where vehicle owners and mechanics alike seek familiarity and assurance before choosing spare parts, DRiV’s decision to build its master brand identity around MS Dhoni reflects a strategic move. Widely known as ‘Captain Cool’, Dhoni embodies qualities that consumers seek in automotive components – dependable performance, consistency, and trust.
Enduring values
Chintan Sopariwala, President – DRiV, said: “Many of DRiV’s brands have been serving customers for more than 100 years globally, and we are just as excited about the next century as we were about the first. MS Dhoni represents the same enduring values that define our brands: leadership, consistency, humility, and the ability to perform when it matters most. We are thrilled to partner with him as we continue to grow and strengthen our presence across the Indian subcontinent.”
Sanjeev Kumar Singh, Vice President & General Manager – DRiV South Asia, said: “India’s aftermarket is one of the most dynamic automotive sectors globally. DRiV™ brings a portfolio of over 30 globally trusted brands, backed by original equipment engineering and decades of heritage. Our partnership with MS Dhoni, a symbol of trust, consistency, and excellence, reflects the values that define DRiV. Backed by a robust nationwide distribution network, deep engagement with mechanics, a comprehensive portfolio spanning passenger vehicles, two-wheelers, and commercial vehicles, and a strong OE heritage, DRiV continues to raise the benchmark for quality, reliability, and performance in India’s automotive aftermarket.”
Sharing his thoughts on the association, Mahendra Singh Dhoni said: “I am pleased to be associated with DRiV and its portfolio of well-known products. As someone who is passionate about motorcycles and their spare parts, and who enjoys working on my bikes and cars myself, I understand the importance of high-quality components and reliable performance. I look forward to this partnership.”
A century of engineering excellence
Long before the Indian aftermarket began attracting the attention it commands today, DRiV™ and its portfolio of globally renowned brands were already deeply embedded in the country’s mobility ecosystem. Through the legacies of Federal-Mogul and Tenneco – two names synonymous with automotive engineering excellence for more than a century – DRiV™ has supplied Indian workshops, garages, fleet operators, and vehicle owners with components spanning ride performance, sealing, filtration, and other critical systems. Brands such as Monroe®, Champion®, Goetze, GTP, Ferodo, FP Diesel, AE, and Wagner have not only participated in the Indian market but have also helped shape its standards.
Today, DRiV™ has a presence across 53 countries, supported by more than 80 locations, 13 manufacturing facilities, 28 distribution centres, and a workforce of over 9,000 employees. Its portfolio of more than 30 brands spans multiple vehicle systems and maintenance categories, serving passenger vehicles, commercial vehicles, heavy-duty trucks, and off-highway applications. The company says this scale enables it to deliver comprehensive aftermarket solutions backed by engineering expertise and long-standing market trust.
With India’s automotive aftermarket estimated to be among the fastest-growing globally – driven by an expanding vehicle parc, increasing vehicle age, and growing awareness of the importance of quality replacement parts – DRiV believes its consumer-facing House of Brands strategy, supported by the credibility of MS Dhoni, will further strengthen its position in the market.
