The Muthoot Group loves a good sport


The Muthoot Group believes in the spirit of sports and has participated immensely in the sports scene in India. So what gets a ‘serious’ brand like Muthoot into the Indian sports scene? Does it resound with their ideologies? “The Muthoot Group believes in continuous development; therefore, shedding the old values that don’t fit and adopting new ones is essential for us. One thing that hasn’t however changed is our belief in the culture of trust,” says Alexander George Muthoot, Director, Muthoot Group.

Muthoot has always been in the forefront to promote sports and celebrate sportsmanship. The Muthoot Volleyball Academy in Kochi is one such effort by the Muthoot Group to preserve the prominence of this sport. “At the Muthoot Group, we focus on the global spirit of sports to propagate a spirit of oneness and a culture of competitiveness. The Muthoot Volleyball Academy, a part of the sports wing of the Group, imbibes a spirit of healthy competition in its members. Volleyball is a sport that is equally popular amongst the rural and semi-urban parts of Kerala, so in order to keep it alive we launched this sports academy”, says George.

Then there was the Muthoot Group’s Paul George Memorial Tournament - a unique Under-16 T20 Cricket Series for Marginalised Students from Government-aided Schools in Delhi. It was a 14 day cricketing action to witness participation of 256 students from 16 Government-aided schools in Delhi. The winner and runner teams were rewarded with cash prizes worth Rs. 50,000 and Rs. 25,000 respectively and best player from each team was awarded an educational scholarship amount of Rs. 10,000 and free coaching at St. George’s Sports Academy for a year.

“One of the most effective measures to ensure a better future for our country is by empowering the next generation through better education. Paul George Memorial Tournament – the flagship CSR initiative of ‘Muthoot Haathi Mera Saathi’ programme was constituted in the memory of my brother Paul M George. Paul was an ardent sportsman and wanted to promote cricket at grass root level in the country. Taking his dream forward, our aim, through this sports platform, is to harness the capabilities of marginalized students in the field of sports and explore their talent. Thereby, providing them an opportunity to showcase as well as further refine their cricketing skills through training under renowned coaches at the St. George’s Sports Academy. We also encourage further education by awarding educational scholarships to the best players”, says Alexander George.

The Muthoot Group has also been the main team sponsor of the Delhi Daredevils for the Indian Premier League for the past 3 years. "IPL is by far the biggest sporting spectacle in India and has got bigger and better each year. Over the years, The Muthoot Group has been associated with Delhi Daredevils and we are happy to continue this partnership for the coming years too. For us at The Muthoot Group we look at this association with Delhi Daredevils to grow from strength to strength”, says Alexander George. Muthoot Group had also introduced four initiatives to create awareness and raise funds for education of the underprivileged children in India.

In 2013, in order to support the cause, the Muthoot Group also started four CSR campaigns - Rs 6000 for every six and Rs 4000 for every four, The Golden Bat, The Wishing Ball and Muthoot Dus Ki Toli. The contributions made during these campaigns were donated to Muthoot Group's NGO partners - Save The Children and Magic Bus, who further utilised the amount towards the education of underprivileged children. As part of the initiatives, Delhi Daredevils captain Mahela Jayawardena and his team-mates Irfan Pathan, Johan Botha and pacer Umesh Yadav today spent some time with the children of the 'Muthoot Dus Ki Toli' campaign.

Muthoot is not far gone in the race of marathons too. The Kochi International Half Marathon, sponsored by Muthoot Finance had brand ambassadors like Milkha Singh, PT Usha and Mohanlal, and was held on December 29, 2013. Along with Muthoot, the marathon also partnered with Malayala Manorama for print and television, Medical Trust as Medical partner and United India as Insurance partner. “Muthoot has always been in the forefront to promote sports and celebrate sportsmanship. Till now we had tied up with Delhi Daredevils and focused on cricket but as the athlete-fan relationship is evolving, we decided to associate with a prominent sports platform that could motivate and mobilise people from all walks of life. Marathon was the unanimous platform that could captivate and engage consumers and further enhance our brand equity. We are proud to be affiliated with this annual sporting event and hope that this marathon celebrated the common passion of running as well as made people pledge for a better, healthy Kerala. It is also a great platform for employee engagement, corporate social responsibility and reaching out to the wider community,” pointed out Alexander George Muthoot, Director, Muthoot Group.

Tags assigned to this article:
csr ipl Marathons The Muthoot Group Volleyball

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