MAM
AHF teams up with JSW Foundation for women’s empowerment
Mumbai: With a vision to revolutionise hockey by empowering young and aspiring women in India and the rest of Asia, the Asian Hockey Federation (AHF) announces a unique partnership with JSW Foundation, the social development arm of the JSW Group – one of India’s leading business houses with a rich legacy of empowering rural communities to enrich their lives over the past three decades.
“This is an important milestone in our endeavour to bring more women into the sport of hockey. This association with JSW Foundation promises to inspire change by empowering aspiring women who wish to get into the sport of hockey, not just as players but also as umpires, technical officials among many other roles. This initiative embodies FIH’s ‘Equally Amazing’ motto. With their vast knowledge and experience in social development, I believe this association with JSW Foundation will prove to be vital across India and Asian countries,” expressed FIH president Dato Tayyab Ikram.
Speaking about this unique partnership with the Asian Hockey Federation, JSW Foundation chairperson Sangita Jindal reaches out to over 1 million individuals annually across the country, through various interventions. With this program, today, I believe that at the JSW Foundation, we are not merely starting a program; We are igniting a movement—a movement aimed at rewriting the narrative of women’s empowerment and leadership in sports. Our mission is clear: to champion gender equality, to empower women in the world of hockey across India and 30 Asian Countries, and to redefine what’s possible both on and off the field.”
While JSW Foundation’s focus areas range from education, health and nutrition, skill development, environment and water, art, and heritage; sports has been one of the strong focus points for JSW Foundation who believe that sport has the power to eliminate social discrimination and gender biases. Through JSW Sports, they promote sporting excellence and run multiple programs and platforms to aid India’s vision of achieving the status of a global powerhouse in sports. Their robust sports ecosystem has paved the way for 17 of the 107 medals at the recent Hangzhou Asian Games.
AHF president Fumio Ogura welcomed the JSW Foundation and called them, ‘champions of change.’ He said, “JSW Group has been at the forefront of ringing in a new era of sports in India with their ambitious JSW Sports initiative that supports several leading athletes in the country and have successfully created an ecosystem that promises to contribute to India’s vision of becoming a global sporting powerhouse. We, at AHF, are privileged to receive their generous support in our efforts to bring more women into the sport. With their reach across India, through their several community-based initiatives, we believe we can take hockey far and wide in India as well as in rest of Asia.”
Reflecting Jindal’s views and deep-rooted passion for sports, JSW Sports and Inspire Institute of Sport founder Parth Jindal said, “The JSW Women’s Empowerment and Youth Leadership Program is a reflection of our commitment to fostering leadership, gender equality, and diversity, not just in hockey but in society as a whole. It’s about empowering the women who are not just representing a team but also representing hope, inspiration, and the future of Indian sports.
“When Tayyab Ikram spoke to us regarding this event and the launch of the JSW Women’s Empowerment and Youth Leadership Program, we didn’t have to think twice. At JSW, we have always been a Group that focuses on development and growth.
I’d like to express my gratitude to everyone here and the Asian Hockey Federation for this partnership.”
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
