India is putting on a stellar performance at the 2025 World Para Athletics Championships in New Delhi. As of today October 3, the Indian team has secured 4 gold, 5 silver, and 2 bronze medals, placing them 4th on the overall medal tally. Bollywood actor Kangana Ranaut has been appointed as the brand ambassador for the championships.
While brands typically engage with such events only during moments of national triumph, turning it into moment marketing, this year has seen a different approach. Zomato launched its ‘Fuel Your Hustle’ campaign, celebrating Indian para-athletes, in collaboration with the Paralympic Committee of India (PCI). The campaign highlights seven athletes: Rinku Hooda, Hokato Sema, Pranav Soorma, Simran Sharma, Praveen Kumar, Preethi Pal, and Yogesh Kathuniya (watch here).
The food aggregator has rolled out OOH, print, and digital content focusing on the daily rigours and triumphs of these athletes. Zomato isn’t alone; Hyundai Motor India, through its Samarth initiative, has provided resources and recognition to para-athletes, BIG FM is the official radio partner to extend reach beyond the stadium, and Indian Oil is the title sponsor of the championship.
While brand participation is visible, the bigger question is whether brands can move beyond episodic support and build long-term associations with para-athletes. These athletes, despite facing challenges, consistently raise the Indian flag on a global stage, making them compelling storytellers.
Can para-athletics emerge as a viable space for enduring brand partnerships, particularly for brands in sportswear, fitness, healthcare, technology, insurance, and more?
Bhairav Shanth, Co-founder, ITW Universe, observes that the current landscape for para-athlete brand partnerships is underutilised and underrated. “We rarely see para-athletes as the face of brands, and most collaborations remain event-driven,” he says.
“Take our para-archers or someone like Sumit Antil, a legend in para-javelin; they captured the spotlight during last year’s Paralympics and now at the Para Athletics Championships. But in between, there’s been very little buzz, despite their compelling stories and the thrill they bring to their disciplines on the field,” he mentions.
Neerav Tomar, Founder and MD, IOS Sports and Entertainment, agrees, noting that the landscape is evolving. “While early investments were largely event-driven, tied to major championships or national moments, we’re now seeing a shift towards sustained partnerships. Brands today want more than visibility; they see para-athletics as a platform to showcase purpose, resilience, and inclusivity authentically,” he mentions.
Virat Khullar, AVP & Vertical Head - Marketing, Hyundai Motor India Limited, says that HMIL partnered with the Paralympic Committee of India (PCI) to host the IndianOil World Para Athletics Championships 2025, being held in India for the first time.
He adds that through the Samarth Para Sports Programme, in collaboration with GoSports Foundation, HMIL is providing support to 26 para-athletes across India. Each athlete receives tailored assistance, including access to training, specialised equipment, scholarships, or assistive devices.
“This initiative reflects our commitment to empowering para-athletes and creating a more inclusive sporting ecosystem. By investing in their journeys, we aim to help them excel on and off the field,” he says.
Which Brands Are the Best Fit?
Tomar points out that sportswear and fitness brands are a natural fit, given their connection to performance, training, and equipment. But the potential extends far beyond.
He mentions that healthcare and insurance brands can tap into stories of resilience and well-being, while technology companies, especially those developing assistive devices or mobility solutions, can create meaningful engagement. Even consumer-facing brands in food delivery, retail, or banking can leverage para-athletics to showcase values like determination, inclusivity, and equal opportunity.
Shanth emphasises that it can be any brand category, but the key is aligning the storytelling with the brand’s values. “When it comes to disability, we often see extremes, either complete neglect or an overly patronising approach. With para-athletes, authenticity is everything; it works best for brands that genuinely mean what they say,” he highlights.
He cites Barbie releasing a doll of Mansi Joshi as a strong walk-the-talk example. At ITW, they helped onboard Avani Lekhara, the multiple Olympic gold medallist shooter, for a Thums Up campaign celebrating 75 years of India’s Independence, which aligned seamlessly with her story. Even Britannia’s campaign, where they redesigned the Marie Gold biscuit to honour her Tokyo and Paris Olympic golds, left a lasting impression.
Tomar also points out that the biggest challenge for brands associating with para-athletes is moving beyond tokenism. While brands often enter with good intentions, there’s a risk of reducing the partnership to a CSR-style initiative, without creating campaigns that deliver both impact and visibility.
He highlights that another hurdle is scale: para-athletics in India still receives limited mainstream coverage compared to able-bodied sports, requiring brands to invest in amplification and content creation to achieve meaningful ROI.
Shanth highlights that the key challenge is identifying the right audience. “There are those who already follow para sports, and others who could be receptive to para-athletes’ stories. The missing piece is clarity of purpose. Right now, the conversation often swings between extremes, either ignorance or a patronising tone. Para sports need greater visibility to reach a wider audience, building a critical mass that makes this delicate balancing act unnecessary.”
The landscape for para-athletes in India is improving. A decade ago, only one or two athletes were widely recognised, but today, several figures have emerged into the spotlight. For brands, this is the perfect moment not just to capitalise on visibility, but to co-create an ecosystem that can make para-sports truly mainstream in India. Experts say the next five years will be critical in translating sporting success into sustained commercial and cultural recognition.
