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Oct 23 – Anushka Sharma and Virat Kohli are making their inaugural foray into the world of event and experience promotion with their newly launched venture, “Nisarga.” Nisarga will collaborate with like-minded partners to promote impactful events and intellectual properties (IPs). Their initiatives will encompass the curation of specialized segments within existing IPs, as well as the development of entirely new platforms.
In their initial move, Nisarga has established a partnership with Elite Octane, a distinguished company specializing in motorsports and entertainment events, known for their iconic IPs such as “The Valley Run.” Elite Octane, as a partner, will play a pivotal role in executing a variety of activities and crafting fresh platform segments, particularly in the realms of motorsports and entertainment.
The current event calendar includes three motorsport events, expos, and a music concert, along with innovative programs aimed at engaging the youth.
Anushka and Virat expressed in a joint statement, “Nisarga is a reflection of our values and vision, both in our personal and professional lives. Nisarga’s initiatives will embody these perspectives, and their impact will become evident as we embark on this journey and translate them into tangible experiences, leaving a lasting legacy.”
Nisarga’s core management team is comprised of three leaders, collectively boasting over 60 years of industry experience. Taha Coburn Kutay, CEO of Nisarga, oversees Global Operations and Strategic Partnerships. Shivank Sidhu is responsible for Strategic Marketing, Events, and Alliances, while Ankur Nigam, COO, takes the lead on Finance, Legal, and Transactions.
Taha Coburn Kutay expressed, “We are delighted to welcome Elite Octane as our strategic partner. With their decade-long expertise in creating renowned motorsports IPs, we are excited to unveil a robust calendar of motorsport events under the Nisarga banner.”