According to the source Shahid wants to endorse only those brands that he believes in. 'Corporates queue outside his home hoping to crack a deal with him to endorse their brands. But Shahid is very selective and wants to sign brand that he believes in.
The actor understands that his fans have a certain image of him and he has a certain responsibility towards them and does not want to disappoint them by signing each and every brand. Also he would prefer that there is no brand clutter, so that even the selective brands that he endorses will benefit the brand.
Shahid knows that his fans look upon him as their role model and he has an image to live up to. He strongly believes in endorsing only those brands that match not only his image but also benefit his fans.
Shahid believe that he rather wait than jump into the endorsement bandwagon needlessly.