Brands
TCS powers ahead on marathon track, sprinting past $21 billion in brand value
MUMBAI: Tata Consultancy Services (TCS) isn’t just clocking miles – it’s clocking brand mileage. The IT and consulting juggernaut has emerged as a front-runner in Brand Finance ‘Marathons 50 2025’ report, which ranks global sponsors fueling the world’s top running events. With a $2.25 billion economic boost delivered through the marathons it backs, and $279 million raised for charities in 2024 alone, TCS is redefining what it means to be a marathon sponsor.
The report finds that the world’s top 50 marathons together pumped $5.2 billion into their host cities and raised $425 million for charitable causes last year – proving that these 42.195 km spectacles are much more than finish lines and finisher medals. They’re engines of economic and social impact.
TCS, now title sponsor and tech partner of 14 major marathons including five of the Abbott World Marathon Majors, has seen its brand value balloon from $2.1 billion in 2010 to a muscular $21.3 billion in 2025. Among non-runners, its brand consideration is a healthy 27 per cent, while among marathoners it surges to 67 per cent – underscoring the deep engagement running fans have with the brand.
“The Brand Finance report confirms what we’ve known on the ground,” said TCS chief marketing and communications officer Abhinav Kumar. “Marathons move more than bodies – they move hearts, communities, and economies. We’re proud to back 10 of the world’s top 50 races.”
Beyond branding, TCS is fuelling the sport with cutting-edge tech. From AI-powered race-day engagement to the world’s first digital twin heart of a pro runner, the firm is bringing innovation to the track. It’s also leaving green footprints behind – its ReScore app, now used to certify 53 global sporting events, underscores its pledge to sustainability and community well-being.
Brand Finance CEO David Haigh chimed in: “Marathons marry soft power, place branding, and purpose. They’re personal, they’re public, and they’re powerful. TCS is sprinting in the right direction.”
From New York to London and Sydney, TCS is running not just with the pack – but ahead of it, transforming every race into a showcase for tech, sustainability, and shared humanity. A marathon effort that’s clearly paying off.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
