The Business Bytes
New Delhi, July 11, 2024 (TBB Bureau): Optimum Nutrition, the world’s #1 sports nutrition brand, is thrilled to announce a partnership with double Olympic medallist PV Sindhu. This collaboration marks a significant milestone in Optimum Nutrition’s journey to encourage more women to achieve excellence in sports and fitness.
Optimum Nutrition is part of Glanbia Performance Nutrition (GPN), a company renowned for its leading brands in performance and lifestyle nutrition, helping people worldwide achieve their fitness nutrition goals. For over three decades, Optimum Nutrition has been supporting athletes, and the partnership with Sindhu will bolster her quest for excellence on and off the court. This collaboration reaffirms the brand’s core philosophy of inspiring fitness enthusiasts globally and will champion the cause of encouraging women to pursue their fitness journeys and sporting dreams while raising awareness about the importance of high-quality nutrition.
As part of the association, Sindhu will spearhead Optimum Nutrition’s 2024 campaign, ‘Apne Andar Ki Taaqat Jagao,’ aimed at inspiring women in India to achieve the best results in their fitness journeys, whether at the elite or amateur level. The campaign highlights various stereotypes women face regarding physical fitness and mental strength and emphasizes the role of high-quality nutrition in overcoming these barriers.
Sindhu, one of India’s most successful athletes, is only the second Indian and the country’s first woman to win two Olympic medals – Silver at Rio 2016 and Bronze at Tokyo 2020. As the 2019 BWF World Champion, she has not only made history in badminton but has also played a pivotal role in inspiring the next generation of women in sports in the country.
Speaking about the association, PV Sindhu expressed her enthusiasm: “From rigorous training sessions and long hours on the court to intense pressure situations, every aspect of my journey demands not just discipline but also the right kind of nutrition. Optimum Nutrition has been my trusted companion, and its high-quality sports supplements have helped me maximize my performance. I’m delighted to be part of the Optimum Nutrition family. I believe it will aid me in excelling off the court as well. Through this association, we will collectively inspire and enable women fitness enthusiasts to push their limits and achieve their utmost potential.”
Sindhu added, “The thinking towards physical fitness and mental strength of women has changed in recent times, but there is still a lot of work to be done. Everybody is different, and the food and nutrition intake also vary. This is where the awareness and importance of nutrition come into play. Through this association and the campaign, we aim to raise awareness among more women in India, helping them set and achieve their ambitious goals with high-quality sports supplements.”
Satyavrat Pendharkar, Chairman & Managing Director, Glanbia Performance Nutrition India Pvt. Ltd, commented, “We are honored to have PV Sindhu as part of the Optimum Nutrition family. She has been a pioneer in women’s sports, inspiring the next generation of women in the country. Her commitment and dedication align perfectly with Optimum Nutrition’s philosophy of empowering individuals. Our new campaign, ‘Apne Andar Ki Taaqat Jagao,’ featuring Sindhu, addresses various stereotypes attached to women’s physical and mental well-being while highlighting the significance of high-quality sports supplements.”
Pendharkar further added, “The understanding of sports nutrition is increasing at a rapid pace, and our association with an athlete of Sindhu’s stature will ensure that women have the awareness and accessibility of high-quality performance nutrition products suitable to their needs. This will help them not only reach their respective fitness milestones but also break the stereotypes in women’s fitness.”
This partnership between Optimum Nutrition and PV Sindhu is set to inspire and empower women across India, encouraging them to pursue their fitness goals with confidence and the support of high-quality nutrition.
