Usha International ropes in Lara to promote quality of life through sports

Brian Lara,Usha International,West Indies cricketer,Delhi Golf Club,Sports Business News

Usha International, India’s greatest choice in sewing machines, electric fans, premium lighting (TISVA), and small domestic appliances, has announced a new partnership with former West Indies cricketer Brian Lara, widely acknowledged as one of the world’s greatest batsmen ever.

The West Indies legend endorses Usha’s philosophy of an active and youthful lifestyle across the sporting events, product promotional activities, and lifestyle campaigns.  Lara’s match winning attitude and the record for the highest individual score in an international Test innings and his prodigious run-scoring spree made history. He is also an avid golfer and a health and fitness advocate. Brian Lara will work closely with the brand to help improve the quality of life for youth through sports while developing the sporting culture at the grassroots, national, and international level across all ages, states a Press release.

This partnership brings together Usha, a legendary Indian brand that promotes and supports active and healthy living, and a cricketing legend who is passionate about fitness, cricket and golf, making it one of the most powerful associations ever.

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To kick-start this, Brian Lara will be visiting the Delhi Golf Club (DGC) mid-December to spend time at the Lodhi Golf Course, the freshly minted world-class championship course that was renovated by Gary Player Design. While at DGC, Brian will be interacting with members, leading players, youngsters, and the beneficiaries of the Caddies Welfare Trust.

“I am delighted to be associated with one of India’s most iconic and trusted brands that particularly enables society to develop to its optimum capability. Their initiatives to inculcate a healthy and active lifestyle resonates with me deeply. I am honoured to have the chance to help make a difference and take this vision forward inclusively across every strata of society,” said Lara.

“The timeless brand alignment of Brian Lara with Usha is commendable. His foundation work for social care and health, play for a cause, love for golf is something that the Usha ethos “play” promotes. We will work together to take our initiatives to the next level which will improve the quality of life by healthy and active lifestyle through sports and skill development,” said Siddharth Shriram of Usha International.

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Usha International supports numerous sports and related tournaments in the country including Ultimate Flying disc, Cricket Leagues, Amateur Golf, Blind Sports (Athletics, Kabaddi, Judo and Powerlifting), and Football.

Some notable ones include the Mumbai Indian team, Junior Golf Training Program, and the Divyang Cricket League for the differently abled.

Much before the emergence of high-profile sports league, USHA international group has been the flag-bearer and premier corporate to promote and support sports in the country with international DCM Hockey in Kota and DCM Football in the Capital, the oldest tournaments in India with international teams.

One of the Shri Ram group founders, Bharat Ram was instrumental in formation of the Indian Golf Union in 1955.

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