As the 20th edition of the Tata Mumbai Marathon (TMM) concludes, the event remains a compelling symbol of how sport can generate social impact and community improvement.
TMM 2025 gathered INR 53.62 crore from 275 NGOs for causes such as healthcare, education, women’s empowerment, animal welfare, environment, livelihood, and community development. The initiative was spearheaded by United Way Mumbai, the official charity partner, which has played an important role in allowing people and corporations to run for a cause.
The effect was made possible by the combined efforts of 963 individual fundraisers, 165 corporations, 20,358 contributors, and over 13,000 runners, all working together in the spirit of #ChangeBeginsHere. TMM continues to encourage greater community participation, motivating people and institutions to contribute to genuine grassroots change.
Since its start, the Tata Mumbai Marathon has raised approximately INR 483.20 crore for more than 1,000 NGOs in India. It is still a major event that promotes the spirit of communal effort, community pride, and a brighter, healthier future, fully embracing the essence of #HarDilMumbai.
To know more on the same, SportsMint Media had the chance to speak with Ms Neha Kandalgaonkar, VP & Head of Corporate Communications & PR, Procam International.
In the brief chat, Ms Kandalgaonkar spoke on ROI for corporate donors, rise of TMM as a philanthropic platform and more.
1. TMM has become India’s largest sporting platform for philanthropy. From a business lens, how has this scale impacted sponsor engagement and long-term brand partnerships?
TMM stands as India’s largest sporting platform for philanthropy, a distinction earned not only through its scale but also through the powerful impact it creates. The association with TMM has brought meaningful value to all stakeholders, particularly our sponsors, who have deeply connected with the community and emerged as true agents of positive change.
Even before CSR became a mandated policy, these brands stepped up, supporting the ecosystem, driving societal impact, and gaining a distinct edge over their competitors by being seen as a belief and commitment that have played a pivotal role in our journey. Several brands have expanded their association across multiple editions after witnessing the dual impact of brand visibility and societal goodwill. The ability to raise over ₹50 crores and, since inception, INR 483.20 crores for over 1,000 NGOs builds a compelling business case for sustained engagement.
2. With INR 53.62 crores raised in a single edition, how does TMM measure and communicate the ROI for corporate donors and CSR partners?
At TMM, we strongly believe in quantifying contribution not just through an ROI lens, but also adopting a more comprehensive metric to determine success. ROI is successfully achieved through branding, television, ATL, and BTL campaigns, as well as extensive PR and marketing efforts, which are already well accounted for.
What truly matters to us is ROO – Return on Objectives. Philanthropy, and the success of raising funds for numerous social causes, is evaluated by the larger impact it creates. Our communication highlights the fundraisers, the causes they support, and how they positively transform the lives of beneficiaries across communities, not just the money they generate.
For instance, companies like Godrej & Boyce have consistently raised funds using the TMM platform and have adopted innovative methods to develop a socially conscious workforce. The Light of Life Trust, through funds raised at the Tata Mumbai Marathon, has positively impacted the lives of 192,000 children from the most marginalized families through education.
3. From a sustainability standpoint, how is the TMM Agro Forest Initiative being positioned to create long-term value for both the environment and the communities involved?
At Procam, we have always believed that true impact lies in initiatives built to last. When we conceptualised the TMM Green Bib – An Agro Forest Initiative, our goal was clear: to go beyond just tree plantation and build something that delivers sustained environmental and social value.
In United Way Mumbai, we found a partner that not only aligned with this vision but also brought deep expertise in community-driven impact. Together, we designed a model that integrates both agriculture and horticulture—a unique Agri+Horti plantation approach. This model not only aids in climate change mitigation through afforestation but also secures long-term livelihoods for farmers in the Solapur region.
In just two years, the initiative will see 11,663 saplings planted and 29.7 acres restored, with over INR 74 lakhs raised for the community. These aren’t just numbers—they represent a shift toward sustainability that benefits both the land and the people who depend on it. By positioning the initiative at the intersection of environmental regeneration and rural upliftment, the TMM Agro Forest becomes more than a green initiative; it becomes a circular value model.
4. How has the TMM leveraged technology or data analytics to enhance donor engagement, storytelling, and fund disbursement transparency?
Through our partnership with United Way Mumbai (UWM), we have built a robust and transparent ecosystem for philanthropy. A dedicated team actively monitors contributions from donors, corporates, and NGOs, with a dashboard that offers a comprehensive view of every donor’s journey from day one. While we accept offline donations, our primary focus is on digital platforms to ensure traceability, transparency, and near real-time reporting of funds raised.
Fundraising is truly the art of asking repeatedly without any personal agendas. TMM offers an added boost to both fundraisers and contributors by creating a supportive environment for their efforts. While fundraising is not easy, TMM certainly makes it more structured and encouraging.
At the heart of TMM Philanthropy is transparency. Every rupee contributed since day one is traceable. We ensure each eligible contributor receives a tax exemption certificate and a donation receipt, reinforcing trust and accountability at every step.
Lastly, this isn’t about performance marketing or complex data analytics. It’s about a well-oiled, systematic approach led by Procam and United Way Mumbai, which keeps the philanthropy engine running smoothly with the support of over 400 NGOs across the country.
5. Has the rise of TMM as a philanthropic platform influenced how sponsors and partners perceive sports properties in India—as more than just branding opportunities?
TMM is India’s largest charity platform, built around a sporting event—a distinction that sets it apart in the country’s sporting ecosystem. Globally, the London Marathon may lead the way, but the USP of the TMM fundraising platform is its ability to be cause-agnostic, offer low-cost fundraising for NGOs, and maintain transparency. These factors enabled us to reach that scale of fundraising and touch even more lives through meaningful support.
This gives us a clear differentiator: a platform where sport meets social impact. It proves that alongside athletic achievement, we can drive real change and contribute to a better, more inclusive society. And if your marketing investment can do some good, then why not? With us, we ensure the platform delivers even more.
6. Looking ahead, how does TMM plan to expand its philanthropic and environmental footprint while maintaining its premier status as Asia’s top marathon?
Both philanthropy and sustainability are big pillars of our existence. When Procam launched the event in 2003, our founders, Vivek and Anil Singh, planted five seeds of purpose, one of which was to create an inclusive, impactful charity platform. Today, TMM is not just Asia’s premier marathon, and it’s also India’s largest sporting fundraiser. Our vision now is to deepen that impact: to onboard more corporates and NGOs, and to inspire more runners to go beyond personal goals and run for a cause.
As a mass-participation event, sustainability can be complex, but it is non-negotiable. We are committed to setting new benchmarks for eco-friendly practices in the sports world. Through our partnership with the Municipal Corporation of Greater Mumbai (MCGM), we are enhancing waste management efforts, particularly in route cleanup and responsible last-mile disposal.
Our goal is to consistently reduce our environmental footprint by minimising waste, encouraging green transport, and conserving resources. Just as importantly, we aim to drive awareness—by engaging athletes, sponsors, and participants as advocates for sustainability. Sport is a powerful enabler of sustainable development. And through TMM, we’re contributing both directly and indirectly to the UN Sustainable Development Goals, building not just a race, but a movement for positive change.