Two leading Indian brands are backing the least promising teams in the cricket world cup

What do Amul, India’s largest dairy cooperative, and Kent RO, an Indian company known best for its water purifiers, have in common?

Not much, in terms of their respective businesses. However, in the world of cricket, the companies are currently two peas in a pod.

Amul and Kent RO are the only Indian brands that will be principal sponsors of teams participating in the ICC Cricket World Cup 2019, beginning on May 30. And none of them are sponsoring India.

Read the full story here on Quartz.

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About Jaideep Vaidya

I am a freelance journalist based in Mumbai, India. I focus on the business of sport. I have written for publications such as Forbes India, Mint Lounge,, Quartz, Firstpost, Bleacher Report and The Guardian. I have eight years of experience in sports writing, reporting, sub-editing, social media management, news curation and production (print and online). You can get in touch with me at