Pure Nutrition has partnered with sports presenter Kiara Powar as part of an association aimed at bringing sports performance and wellness closer to a younger, digitally connected audience.
Powar, 20, has emerged as a young voice in Indian sports broadcasting through her digital shows, including Bat, Ball aur Baatein and Kiara Unfiltered. A former professional badminton player, she comes from a cricketing family and is the daughter of former India Under-19 captain and first-class cricketer Kiran Powar.
Through the partnership, Pure Nutrition will be integrated across Powar’s content properties, featuring conversations around sports performance, nutrition, hydration, recovery and active lifestyles.
The association builds on Pure Nutrition’s focus on sports and performance. The brand recently partnered with Chennai Super Kings as its Official Sports Nutrition Partner, strengthening its presence within the sporting ecosystem.
Anmol Choubey, Director & COO, Pure Nutrition, said the partnership will allow the brand to engage audiences in a content environment where sport, performance and wellness intersect. He added that the association will support sustained brand visibility while integrating Pure Nutrition into conversations relevant to its target consumers.
Sushil Khaitan, CEO & Founder, Pure Nutrition & DeAge, said the partnership reflects the brand’s broader focus on performance-led nutrition and its commitment to the sporting community.
For Powar, the collaboration will provide a platform to explore the role of nutrition, hydration and recovery in sporting performance. Drawing on her own experience as an athlete, she will bring these themes into her sports content and conversations with audiences.
The partnership comes as sports nutrition and wellness brands increasingly look beyond traditional sponsorships to build consumer engagement through content, creators and sports personalities. Pure Nutrition’s association with Powar combines its sports positioning with a content-led approach aimed at making conversations around performance and nutrition more accessible.
