Bengaluru: In a partnership that will provide a major fillip to the sport of wrestling in India, iconic biscuit brand Parle-G has joined hands with the Inspire Institute of Sport (IIS) to support the Wrestling Champions Programme, an initiative aimed at identifying and nurturing talent in the sport.
The collaboration extends across IIS campuses in Vijayanagar and Hisar and is already off to a strong start. Earlier this year, the two joined forces to host the Haryana Dangal Championship in Hisar — a first-of-its-kind wrestling tournament organised by IIS in the state. The event drew a strong local turnout and was seen as a key step in boosting the wrestling ecosystem in Haryana, a region with a rich history in the sport. The state has been the highest medal contributor for the country in multi-sport events, and the presence of the Wrestling Champions Programme will go a long way in building upon Haryana’s success.
In fact, IIS’s first Olympic success came from a Haryanvi wrestler, when Sakshi Malik beat the odds to win a historic Bronze in the 2016 Rio Games.
“Parle-G is a legacy brand, and wrestling is a legacy sport. This partnership brings together two icons of Indian culture to build something truly meaningful. With a deep focus on Haryana — the hotbed of Indian wrestling — we are not only strengthening grassroots engagement but also enhancing high-performance pathways for future Olympic champions,” Manisha Malhotra, President IIS, said.
Mayank Shah, Vice President, Parle Products, shared his thoughts on the partnership,“Wrestling is more than a sport; it’s a symbol of India’s grit and grassroots glory. At Parle-G, we have always believed in nurturing potential, and through this partnership with IIS, we are proud to support the next generation of champions. Just like Parle-G has been a part of every Indian’s childhood, we now hope to be part of every wrestler’s journey to greatness.”
The partnership between Parle G and IIS will provide world-class training support to over 150 wrestlers (both freestyle and Greco roman) across the two centers, which includes access to Asia’s only BASES Accredited Sports Science Laboratory along with technical support from United World Wrestling, the global governing body for Wrestling.
The collaboration also saw Parle-G shoot an announcement video at the IIS campus in Vijayanagara The shoot involved IIS coaches and athletes, offering a behind-the-scenes look at daily life at one of India’s top training centres.
“It was refreshing,” said a wrestler. “We got to share what it’s like to train here, and to do it with a brand we’ve grown up with made it even more special.”
Parle-G’s involvement signals a growing interest among legacy Indian brands to invest in high-performance and grassroots sports. For IIS, the partnership is part of a larger effort to bring private players into the fold and build sustainable, athlete-first programmes.
-Based on Press Release
