New Delhi, Jan.19 (ANI): Two women boxers, Soniya and Sakshi have made India proud by clinching the gold and bronze medals respectively in the 5th Nations Cup, a prestigious international boxing tourney held in Serbia, which saw the participation of over 250 boxers from 34 nations.
The Nations Cup, the first event in the International Boxing Association’s (AIBA) 2016 calendar, took place in Ruma, Serbia from January 8 to 12.
Soniya Gothra (18) took gold in the youth category, while Sakshi Dhanana, a 15-year-old bagged bronze in the junior girls category. The young girls are from Bhiwani, Haryana. Both of them are funded by Asbah, India’s 1st social brand.
This year’s Nations Cup has been the biggest so far with participation from 34 nations belonging to all five AIBA confederations.
In all, 151 elite, 60 youth and 45 junior boxers took part, and both Soniya and Sakshi had to contend with a large field in their respective categories.
Their achievements are all the more remarkable because they achieved this despite all the odds and with limited means.
In a unique partnership never seen before in the annals of marketing, Asbah a brand of Premium Basmati Rice and other staples directly supports struggling but talented young women like Soniya and Sakshi.
A part of the proceeds from each packet of Asbah premium basmati rice, sooji, poha, maida?, besan?, dalia that is sold is earmarked for the women supported by the brand. Including Soniya and Sakshi, Asbah supports a total of nine underprivileged women.
This is neither corporate social responsibility nor philanthropy but the considered strategy of a brand whose motto is “F?ood for Good.”
“Often in our country, dreams and talent of young and deserving women/girls wither away ?for lack of proper financial support and encouragement. Most consumer brands vie for celebrity endorsements but we want to make celebrities out of struggling young talent. I am delighted that Asbah’s support has helped these two unknown young boxers?realize their dreams? ?and unleash their potential. ?W?e hope our support will enable these young girls to achieve far greater heights in the future” said Gaurav Jain, Director DCP India Pvt. Ltd, and the visionary behind Asbah.
Appreciative of Asbah both Soniya and Sakshi said, “Asbah is a bright ray of hope in our li?ve?s? , and what we have achieved today is only because of its support.” (ANI)