Anushka Sharma, Virat Kohli launch Nisarga, a venture to promote events

Celebrity power couple Anushka Sharma and Virat Kohli have taken a significant stride into the world of event promotion and intellectual properties with the launch of their new venture, Nisarga. The initiative is expected to focus on promoting impactful events, curating unique segments within existing intellectual properties (IPs), and pioneering the development of fresh and innovative platforms.

In its inaugural move, Nisarga has established a strategic partnership with Elite Octane, a distinguished company specializing in motorsports and entertainment events. Elite Octane is renowned for its ownership of prominent IPs such as 'The Valley Run.' This collaboration signals Nisarga's intent to be a noteworthy player in the event promotion landscape, with more exciting developments on the horizon.

Elite Octane will be instrumental in executing various activities and creating new platform segments, especially in the domains of motorsports and entertainment, it added.


The calendar of events currently comprises three motor sporting events, expos and one music concert, including innovative youth-connect programmes.

In a joint statement, Anushka and Virat said Nisarga embodies their values and vision in what they do personally and professionally.

"Nisarga's initiatives will promote these perspectives, the impact of which will be seen as we embark on this journey and execute these on the ground, through engaging experiences so that we leave behind more than what we were given," they said.

The company's top management includes Taha Coburn Kutay as its CEO leading the global operations and strategic partnerships, Shivank Sidhu overseeing strategic marketing, events and alliances and Ankur Nigam, COO leading finance, legal and transactions, reported PTI, citing the statement.

(With inputs from PTI)