Himalayan aims to support communities affected by melting Himalayan glaciers

New Delhi, India: Himalayan,the premium mineral water brand from Tata Consumer Products Ltd (TCPL) portfolio with its strong brand credentials has partnered with the ‘Ladakh Marathon’ for the World’s highest Ultra Marathon ‘Himalayan Khardungla Challenge 2022’.

With the objective of giving back to its source and supporting the cause of protecting local communities affected by melting Himalayan glaciers in the Ladakh region, the 72Km run is slated to kick off on September 9th, 2022, a day that is also celebrated as ‘Himalayan Day’. The prestigious marathon expects widespread participation with attendance from a large number of marathon enthusiasts from all across the globe.

As part of this association, the brand has also released a video asking people to join them in taking a pledge and doing their bit towards reducing global warming to save the Himalayan communities.

Commenting on the partnership, Vikram Grover, MD, Nourish Co Beverages Ltd, the liquid beverage arm of TCPL states, “Brand Himalayan is thrilled and honoured to be associated with Ladakh Marathon for the 9th edition of the Himalayan Khardungla Challenge. We believe in giving back to our source which is the Himalayas and through this collaboration, we intend to do our bit forthe local Himalayan farming community at Ladakh by helping them in the construction of a water reservoir. This will help the local communities who are heavily impacted by the melting of the glacier.We are doing this to make people aware of the plight of these people in the face of global warming in the hope that doing this will stimulate behavioral change.”

Speaking on the partnership, Chewang Motup Goba, Founder and Race Director, Ladakh Marathon, said “I am happy to be partnering with brand Himalayan for the 9th edition of Khardungla Challenge, one of the most challenging and World’s highest race starting at 17,618 feet. The Marathon is a full member of AIMS (Association of International Marathons and Distance Races). With this collaboration with Himalayan, we look forward to supporting a cause that deserves immediate attention and intervention. I am also convinced that the participants who come shall have a great experience and leave with timeless memories.”

While various races take place around Leh the capital city of Ladakh, this Ladakh Marathon has for long been heralded as one of the most popular among them and has played a key role in putting Leh on the world marathon map. The race draws a massive crowd from India and worldwide.