Bisleri International has entered into a strategic long-term hydration partnership with Procam International, strengthening its presence in India’s largest participative sporting events. The collaboration will enable the brand to connect with a highly engaged community of runners and fitness enthusiasts across some of the world’s most prestigious distance running events in the country.
Through this association, Bisleri will serve as the official hydration partner for four marquee races organised by Procam International — the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Tata Consultancy Services World 10K Bengaluru, and Tata Steel World 25K Kolkata.
These globally recognised races collectively attract hundreds of thousands of participants each year, including professional athletes, amateur runners, and fitness enthusiasts. The partnership provides Bisleri with a powerful platform to promote the importance of hydration while engaging with participants and spectators across multiple cities.
As part of the collaboration, Bisleri International will implement creative and impactful initiatives focused on hydration awareness and sustainability throughout the events. From ensuring reliable hydration support for runners to introducing responsible water usage practices, the brand aims to enhance the overall race experience while promoting environmentally conscious initiatives.
By associating with Procam International’s prestigious race portfolio, Bisleri International further strengthens its role in championing hydration and sustainability across India’s most celebrated running spectacles.
Commenting on the partnership, Angelo George, CEO, Bisleri International said, “At Bisleri, we believe hydration is fundamental to performance — whether in sport or in everyday life. Our long-term partnership with Procam International is a natural extension of our commitment to enable excellence at scale. These marquee marathons represent the very best of human endurance, community participation, and national pride. We are proud to power these moments over the next six years. Equally important is our responsibility towards sustainability. Through our Greener Promise initiatives at these events, we aim to demonstrate that large-scale sporting platforms can also be environmentally responsible.”
Speaking on the brand’s marketing and consumer engagement strategy, Tushar Malhotra, Director – Sales and Marketing, Bisleri International said, “Bisleri has been championing hydration across India and Middle East’s with a sports marketing portfolio covering more than 120+ associations. Our strategic six-year association with Procam International provides a powerful platform to connect with a highly engaged consumer base in India’s largest participative sport spectacle.”
Commenting on the partnership, Anil Singh, Managing Director, Procam International said, ”The Tata Mumbai Marathon, Vedanta Delhi Half Marathon, TCS World 10K Bengaluru, and Tata Steel World 25K Kolkata are more than races — they are movements that inspire healthier cities and stronger communities. Our association with Bisleri reflects a shared vision to accelerate the growth of running in India and strengthen its ecosystem. Hydration is fundamental to performance, and this partnership enables us to set new benchmarks in race-day excellence and environmental responsibility. Together, over the next six years, we will enhance the runner experience at scale while shaping a more sustainable and future-ready distance running ecosystem for India.”
