Brands
Cognizant runs the extra mile as title sponsor of New Delhi Marathon 2026
NEW DELHI: Talk about fast networking! Cognizant has signed on as the title sponsor of the New Delhi Marathon 2026, set to hit the capital’s streets on 22 February 2026.
Now rechristened the Cognizant New Delhi Marathon, the event marks a milestone partnership between one of the world’s most respected tech companies and one of Asia’s premier long-distance races.
Celebrating its eleventh edition, the marathon has become more than just a race, it’s a national ritual of endurance, unity, and pure adrenaline. Every year, over 30,000 runners, from elite athletes to spirited amateurs , lace up for the challenge, joined by corporate teams, defence personnel, and fitness enthusiasts from across the globe.
Cognizant India president – global operations and chairman & managing director Rajesh Varrier said, “We’re thrilled to become the title sponsor of the New Delhi Marathon from 2026. Marathons transcend boundaries and cultures, they celebrate the indomitable human spirit.”
Globally, Cognizant’s sports portfolio spans golf, racing, and cricket, symbolising its belief in the energy, diversity, and social impact of sport.
Neb Sports CMD Nagaraj Adiga added, “Cognizant’s partnership adds immense strength and credibility as we continue to inspire a culture of fitness and social responsibility.”
The Cognizant New Delhi Marathon 2026 will feature four race categories: Marathon, Half Marathon, 10k, and 5k, welcoming participants of all ages and fitness levels. True to its community spirit, the event will continue to support NGOs and social causes, ensuring its impact stretches well beyond the finish line.
A certified Aims (Association of International Marathons and Distance Races) event, the race promises world-class accuracy, safety, and organisation. The scenic route will take runners past Delhi’s most iconic landmarks: India Gate, Rajpath, and Rashtrapati Bhavan, offering a breathtaking blend of heritage and endurance.
With Asics as official sports goods partner and Volini as recovery partner, the 2026 edition is all set to deliver a marathon experience that’s equal parts sweat, spirit, and spectacle.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
