Renowned music composer A.R. Rahman has been appointed as the Brand Ambassador of the Sikkim government. He will promote and project the state's achievements nationally and globally. The north-eastern state, with its natural and pristine beauty, has over the last two decades emerged as a world famous eco-tourism destination, apart from attaining a distinct identity as the first fully organic farming state of the country. The state government had earlier this year made Rahman its Brand Ambassador of tourism and business.