USHA International celebrates its association with sports and the film ‘Mary Kom’

The history of Usha’s initiatives reflects their strong support towards the promotion of sports and women empowerment.

August 09, 2014 1:01 IST | India Infoline News Service
USHA International, one of India’s leading household consumer durables company proudly announces its association through in-film branding integration with the long awaited Biopic and Priyanka Chopra starrer ‘Mary Kom’. The history of Usha’s initiatives reflects their strong support towards the promotion of sports and women empowerment.
Associating with a film that depicts the life story of Mary Kom, a woman recognized as an icon of strength for many, solidifies Usha's interest in partnering with initiatives which depict the importance of sports, women of substance and women empowerment. In addition Usha shares a memorable experience with the Indian Boxer herself with her being their chief guest and presenting the trophy to winner Gurbani Singh at the Usha All India Ladies Open Amateur Golf Championship in December 2012. Usha looks forward to having yet another memorable experience with the reel life Mary Kom ‘Priyanka Chopra’
 who will be visiting the HAB by Usha in Mumbai soon, for the promotions of the film Mary Kom.

On this occasion, Ms. Chhaya Shriram, Director Usha International Ltd, says, “ Usha is very proud to be associated with Mary Kom and with the film based on her life, representing independent and focussed women, who achieve at the highest levels through hard work and dedication to their goals and values, a true testament to women's empowerment, strengths which Usha is committed to promoting through its own women empowerment initiatives such as pan India rural silai schools, women and sport sponsorships, amongst others.”

Talking about the association, Sandeep Singh, CEO of Bhansali Production Pvt Ltd, says “We are happy to be associated with Usha, who have been instrumental towards women empowerment for decades through their several initiatives including Silai Schools. We feel that association of Mary Kom film and Usha is very natural and we look forward to more such initiatives.”
Usha has previously allied with the film ‘Lafangey Parindey’, a film with a sensitive issue about a woman who despite her blindness strives to achieve her dream of making it big as a skater.
Apart from this film, the brand has been actively supporting sporting initiatives namely the Mawana Marathon, Ultimate Frisbee, Golf (junior, ladies, amateur and professional), Cricket (partnership with All India Association for the Deaf for the inaugural edition of Usha Deaf IPL), to name a few. Most importantly, the stellar Indian badminton player Saina Nehwal is the brand ambassador of Usha International.
One of Usha’s major initiatives for women skill development is Usha Silai Schools; a pan India community based social initiation which began in March 2011. The school is aimed at empowering women from marginalized sections of the society to become entrepreneurs and teach sewing within their community space. As of July 2014 there are 3191 Silai schools operational in India and 100 schools in Nepal, teaching sewing and design skills to women through structured courses designed by fashion industry professionals.

The HAB by Usha is another milestone which is situated in Mumbai and Kochi. It is a one stop shop experiential haberdashery store bringing together design, craft and fashion in order to create, innovate and experience the art of sewing. It offers a plethora of new experiences, encourages learning and creativity through workshops, demos and store exhibits, for all age groups. 

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