Usha International for the last 25 years has always been committed to helping improve the quality of life for women and youth through sports and skill development activities. The company supports and promotes a wide array of sports programs across the country which includes Marathon, Golf and now Ultimate Frisbee. This merges well with the Usha brand ethos of “play” and promoting a healthy and cheerful lifestyle.
Usha’s brand ambassador, Saina Nehwal adds to the company’s growing attempt to promote sports at various levels across the country. She is often present at Usha supported sports events to felicitate the winners and pass on some words of encouragement to participants and athletes across the country.
Usha International has been a major supporter of Golf in India and is proud of its long-term association with the sport since 1987. Today Usha is a title sponsor for a majority of the Indian Golf Union (IGU) Amateur Ladies tour. The company recognizes the importance of supporting golf at the junior level and thus has been associated with the Junior Training Programme at the prestigious Delhi Golf Club since 2006.
As part of the company’s aim of nurturing sports talent, Usha International has been sponsoring the Lady Shriram College’s annual sports festival for the past few years now. Usha hopes to provide a platform for young athletes by supporting a college level attempt, reaching out to thousands of participants from all across Delhi University, year after year.
In the belief that a healthy body makes for a healthy and sweeter life, the Mawana Sugars Indian Open Marathon has been in existence for over two decades now. This is held in association with Usha International and under the aegis of the Athletics Federation of India (AFI). It is one of the oldest and longest running marathons in the Capital. This Marathon is a non-commercial run organized purely for promoting the spirit of sports and attitude towards staying fit irrespective of age and gender.
The new sport that Usha International has been associated with since 2012 is popularly known as ‘Ultimate Frisbee’, played with a flying disc. Ultimate is a sport that promotes cooperation and communication, has a unique mixed-gender format, is self–refereed by players where all decisions are resolved through quick discussion, bringing in a strong spirit of sportsmanship and respect between all players. USHA has conducted several Ultimate Frisbee clinics in and around Delhi- NCR where trained professionals spread awareness about the game and tutor school children. International Frisbee expert and Guinness World Record Holder Brodie Smith himself visited a few schools and taught key skills of the sport and talked of the many benefits of Ultimate as a game. The company has been regularly supporting Frisbee tournaments in Delhi, Bangalore, Mumbai, Ahmedabad since 2012.
USHA has now started promoting the sport in rural India. As a part of a community development and rural outreach initiative, USHA organized a rural Frisbee workshop in a village 40kms away from Coimbatore, in association with a local NGO partner in May 2013. Over one hundred children from ten villages joined the 2 day workshop to learn the sport.
Through promoting sports, USHA hopes to instill important values in the youth for creating a better future, a healthier more active lifestyle, and encouraging sporting talent.