With the signing of Indian cricket icon Mahendra Singh Dhoni as its brand ambassador, men’s wear major Indian Terrain Fashions Ltd plans to double its retail network to 300 outlets as it looks at a turnover of Rs 650 crore in three years time, a senior company official said.

The listed company also aims to double its revenue from boys’ wear to Rs 80 crore within three years. “We have not signed up with Dhoni at the fag end of his career. He will be there for a couple of more editions of Indian Premier League. Our brand logo signifies the spirit of a man and Dhoni fits into that very well,” Venky Rajgopal, Founder Chairman, Indian Terrain Fashions, told reporters in May.

According to him, the agreement with Dhoni is for two years and boys adore him which augurs well for the company. Rajgopal’s views were echoed by brand expert Harish Bijoor. “A brand ambassador has a shelf life even beyond the game. For example, Sachin Tendulkar has enjoyed a long shelf life even after his retirement. Dhoni has that tail effect. He is a solid cricketer,” Bijoor, founder of Harish Bijoor Consults Inc, told IANS.