In the past, the cricketer, who began his professional career at the age of 16, lent his name to a chain of restaurants promoted by the Mumbai-based Sanjay Narang Group.
He has also lent his name to Future Group's brand of toothpastes called Sach.
Last month, Toshiba, which signed him on in 2010 as its brand ambassador, launched a new range of LED TVs co-created by the cricketer.
"It is a TV that has a dedicated cricket mode," explains Mehta of Toshiba.
"When you switch to this mode, your viewing experience of cricket is much better. We actually took Sachin's inputs when developing this product," he said.
In the last three years, since associating with Tendulkar, Mehta claims awareness of Toshiba TVs has increased from six per cent to 25 per cent.
"We propose to market this new range of TVs aggressively," he says.
Besides Toshiba, brands such as Coca-Cola, Reebok, Aviva and Luminous are expected to amplify their marketing activities around the 200th test match the cricketer will play next month.
Image Courtesy: BCCI