The Indian sports nutrition brand, Unived, has signed Dakar Rally champion Harith Noah to a one-year partnership, formalising a relationship that has developed over several years and strengthening the company’s positioning in elite endurance sport.
The association dates back to 2018, when Noah began using Unived products for training and competition. The relationship subsequently evolved through regular product use, consultations and feedback around the nutritional demands of rally-raid racing. Unived’s athlete partnership programme similarly places emphasis on existing product use, performance and honest athlete feedback rather than conventional influencer arrangements.
Under the new agreement, Noah will use Unived’s sports nutrition products across his training and racing calendar and work with the company’s nutrition team to develop fuelling and recovery protocols tailored to multi-stage rally-raid competition. He will also contribute to product development and participate in Unived’s athlete and education initiatives.
Harith Noah said, “I’ve been using Unived long before there was any agreement in place, and that’s the part that matters to me. Over the years, they’ve answered my questions, tested things with me, and helped me figure out what actually works in the conditions I race in. So making it official now feels less like starting something new and more like formalising something that’s been working for years.”
Amit Mehta, Founder & CEO, Unived, added, “Harith found us. That’s not something we take lightly. He placed an order in 2018, kept placing them, and kept asking the kind of questions that made our products better. Nearly a decade in the making, this partnership feels natural, earned, and right — for both of us.”
The partnership brings one of India’s leading international motorsport athletes into Unived’s performance portfolio. Noah made his Dakar Rally debut in 2020 and achieved a landmark result in 2024 by becoming the first Indian rider to win a Dakar category, securing the Rally 2 title while finishing 11th overall.
For Unived, the partnership extends its presence across endurance sport and provides an opportunity to use Noah’s experience in one of motorsport’s most demanding disciplines for product development and performance education. The company currently operates across sports nutrition, wellness and speciality nutrition, with more than 125 active SKUs and in-house manufacturing in India.
