Delhi: USHA International Ltd, a leading household consumer durable company, today announced its association with the All Indian Cricket association for the Deaf to support the Indian Deaf Cricket team playing the T-20 Asia Cup 2015. USHA is the principal sponsor for the Indian Deaf Cricket Team going to Lahore, Pakistan for the tournament slated for 18th to 27th April, 2015.
The Deaf T20 Asia Cup organised by the Pakistan Deaf Cricket Association in collaboration with the Pakistan Cricket Board is an effort to provide a platform to the differently-abled cricketers to showcase their skill and talent, overcoming their disability. The Indian deaf cricket team participating in the tournament is being sponsored by Usha so as to inspire them, make them a part of the society with respect, dignity and affection. Six teams (India, Sri Lanka, Nepal, Bangladesh, Pakistan and Afghanistan) will compete against each other at the T20 Asia Deaf Cricket Cup 2015.
In the last few years, Usha has been actively involved in uplifting grass roots level talent in India. While the company has strategically partnered with the Mumbai Indians team as their official partners for the 8th and the 9th season of the Indian Premier League, the organisation is also supporting non –mainstream initiatives.
Commenting on the development, Komal Mehra, Events Head, Usha International said, “Usha international is proud to be associated with such a wonderful endeavour. It is very heartening to see the differently-abled people rise above their disability and compete at such an international level tournament.”
This association is in continuation of Usha’s long-term commitment towards promoting sports across demographics and thus developing a sporting ecosystem in the country. Usha strives to instil a healthier lifestyle among consumers through the innovative product portfolio. In the last four years, the company has been instrumental in popularizing the sport Ultimate Frisbee in India. For over 25 years, Usha has supported the Mawana Marathon and the Ladies, Amateur and Junior golf. In the inaugural season of Indian Super League Usha was seen as the principal sponsor of the FC Goa team.
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