Actor-producer Riteish Deshmukh has been appointed as the face of TAB Capital, a Pune-based NBFC.

The actor said in a statement: "It is a pleasure to be associated with the leading Digital Lending NBFC, TAB Capital, catering to the micro, small and medium entrepreneurs - especially, the underserved MSMEs."

Known for playing diverse roles in a gamut of films, Riteish added: "Enterprises today have several options in the market for raising business funds. However, TAB Capital Limited is unique by providing funds digitally and closing the process within just two days.

"With the increasing pace of digitalisation in the country today, it will be playing a key role in empowering the enterprises of today."

Riteish was considered the "perfect face for the brand, given his reliability, approachability and widespread appeal, cutting across age groups and segments".

CA Abhay Bhutada, Founder and Managing Director, TAB Capital Limited, said: "Riteish is hugely liked and revered by people across demographics and geographies. Besides, also taking into account his growing following on social networks, we believe him to be the right fit as TAB Capital's Brand Ambassador."

The actor will be involved with various offline and online marketing material and collaterals for the NBFC.