"He will continue to endorse the brand. we have a long term partnership with him. Nothing changes as far as we are concerned," SAR Group Chairman Rakesh Malhotra said.
Meanwhile, a GSK Consumer Healthcare spokesperson said: "Boost has had an enduring association with Sachin Tendulkar for 23 years and we are extremely proud to have partnered with him through his illustrious cricketing career. He aptly embodies the brand's attributes and continues to be an ideal brand representative."