The UP Warriorz have announced a partnership agreement with Indian packaged atta brand Aashirvaad Atta, roping it in as an Official Partner amid the ongoing Women’s Premier League (WPL) season.
The partnership will see the two parties invest in grassroots development projects to identify and develop upcoming talented young female cricketers.
The partnership was announced with the launch of the “Char Kadam Aage” (“Four Steps Forward”) campaign, which aims to encourage women to pursue their dreams without hesitation.
Jinisha Sharma, Director, Capri Sports, commented:
“We are delighted to welcome ITC Aashirvaad Atta as our Official Partner for this season. This partnership is a perfect synergy between two brands and signifies a shared vision of empowering women. Together, we aim to inspire the next generation of female cricketers, providing them with opportunities to excel in the sport and beyond.“
Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd, added:
“Over the past two decades, Aashirvaad Atta has delighted millions of households with a portfolio of high-quality, differentiated and superior offerings and the brand has been a consistent supporter of the spirit of women empowerment. Aashirvaad, with its core value of empowering women, finds resonance with ‘UP Warriorz’ dedication to inspire young women to pursue their passion to achieve excellence both on and off the field. We are proud to be part of this exciting journey to elevate women’s cricket and provide a platform for young talent to thrive.
“Through this partnership, Aashirvaad and UP Warriorz aim to curate a nurturing environment that empowers young women in Uttar Pradesh to pursue their cricketing dreams and contribute significantly to the future of Indian women’s cricket.“
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