The Indian badminton sensation, PV Sindhu has teamed up with the global sports nutrition leader, Optimum Nutrition, to ignite a fitness revolution among Indian women.
The duo has launched the ‘Apne Andar Ki Taaqat Jagao’ campaign, a powerful initiative aimed at breaking down barriers and inspiring women to embrace fitness as an integral part of their lives.
The ‘Apne Andar Ki Taaqat Jagao’ campaign addresses the prevalent stereotypes surrounding women’s fitness, emphasizing the importance of physical and mental strength. It highlights the role of nutrition in optimizing performance and overcoming challenges. By showcasing Sindhu’s journey and the transformative power of high-quality sports supplements, the campaign is aimed to empower women to set ambitious fitness goals and break free from limitations.
Regarding this association and the campaign, PV Sindhu revealed that Optimum Nutrition has been her go-to brand for high-quality sports nutrition products. She revealed, “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 maximise my performance. I’m delighted to be part of the Optimum Nutrition family. I believe it will aid me excel 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.
“I feel 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 from one another, the food and nutrition intake also vary. I think this is where the awareness and importance of nutrition comes 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.”
Mr. Satyavrat Pendharkar, Chairman & Managing Director, Glanbia Performance Nutrition India Pvt. Ltd, said, “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.
“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.”
Optimum Nutrition, a subsidiary of the Glanbia global nutrition group, has its cutting-edge production facilities located in Middlesbrough, UK. Renowned as one of the few sports nutrition companies manufacturing across every product category, the brand has solidified its position as a global leader. Recently, Optimum Nutrition forged a multi-year partnership with McLaren Racing, further enhancing its brand visibility. In India, the brand has partnered with the Women’s Premier League (WPL) team, Delhi Capitals (DC), and launched a campaign with Rishabh Pant.
PV Sindhu, beyond her athletic achievements, has also ventured into the health and wellness space. She is a brand ambassador and investor in Hoop, a health firm, and Greenday’s Better Nutrition. Additionally, she has been associated with campaigns for Puma, Centuary Mattress and FlyBoo Holidays.
Considered one of India’s most successful athletes, Sindhu 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. The 2019 BWF World Champion has made history in badminton but has also played a pivotal role in inspiring the next generation of women in sports in the country. The upcoming Paris Olympics will witness Sindhu’s continued excellence as she serves as India’s female flag-bearer alongside Sharath Kamal.