Pure Nutrition has partnered with sports presenter Kiara Powar, with the collaboration set to integrate the sports and wellness nutrition brand across her digital content properties.
Powar, 20, is described as India’s youngest female sports presenter. She has worked across digital sports content through shows including Bat, Ball aur Baatein and Kiara Unfiltered, bringing a conversational approach to sports coverage.
A former professional badminton player, Powar has also grown up in a cricketing family. Her father, Kiran Powar, is a former India Under-19 captain and first-class cricketer who has also coached at the domestic level.
Under the association, Pure Nutrition will feature across Powar’s content, with the partnership focusing on conversations around performance, recovery, hydration, nutrition and active lifestyles.
The collaboration comes as Pure Nutrition builds on its existing association with sport. The brand recently partnered with Chennai Super Kings as the franchise’s Official Sports Nutrition Partner, with a focus on performance-driven nutrition, recovery and athlete wellbeing.
Commenting on the collaboration, Anmol Choubey, Director & COO, Pure Nutrition, said, “This collaboration reflects how we see the future of sports communication and brand engagement. Kiara gives us an opportunity to take Pure Nutrition into a highly relevant content environment where sport, performance and wellness come together organically. From a campaign perspective, the association allows us to build sustained visibility and contextual engagement, while bringing our products and their relevance to performance into conversations that audiences are already invested in. It complements our broader brand-building efforts and enables us to connect with consumers through a fresh and highly engaging format.”
Sushil Khaitan, CEO & Founder, Pure Nutrition & DeAge, said, “Sport has always been an important part of Pure Nutrition’s journey because we believe that performance is built through consistency, preparation and the right nutritional support. Our association with sport is not limited to sponsorship; it reflects our larger belief in enabling people to perform at their best. Kiara represents a fresh and dynamic sports voice, and this partnership allows us to bring our brand philosophy to audiences in a relevant and contemporary way. It is a natural extension of our commitment to the sporting community and to building a stronger culture of informed nutrition in India.”
For Powar, the partnership will also provide a platform to discuss the role of nutrition, hydration and recovery in sporting performance, drawing on her experience as a former athlete.
Powar said, “Having been an athlete myself, I understand that performance is about much more than what happens during a match. Preparation, recovery, hydration and nutrition all play an important role, and these are conversations I want to bring closer to the audience. Pure Nutrition has a strong association with sport and performance, so the partnership feels very aligned with the kind of content I want to create. I’m looking forward to bringing the brand into my shows in a way that feels natural, informative and genuinely connected to the world of sport.”
The partnership gives Pure Nutrition a content-led platform to engage sports audiences beyond conventional sponsorship, with the brand to be integrated into Powar’s existing sports-focused content.
