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The Economic Times

Global Business / The Economic Times

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Companies warm up to participative sports as fitness awareness make business sense

Participative sports like marathons and cycling are booming in India, driven by rising fitness consciousness and increased corporate involvement. These events, including the Mumbai Marathon, are becoming significant economic drivers, contributing hundreds of crores annually. With millions of runners and rapid growth, the sector's value is projected to multiply significantly.

15 Jan 2026 11:48 pm