Celebrity couple Anushka Sharma and Virat Kohli on Monday announced their foray into event and experience promotion through their new venture Nisarga.
This new business will promote high-impact events and intellectual property (IP), curate special segments of existing IP, and develop and create new platforms.
As a first step, Nisarga partnered with Elite Octane, a specialist motorsport and entertainment events company whose IP includes “The Valley Run,” the company said in a statement.
He added that Elite Octane will help carry out various activities and create new platform segments, especially in the fields of motorsport and entertainment.
The events calendar currently consists of three motorsport events, an expo and one music concert, which also includes an innovative youth engagement program.
In a joint statement, Anushka and Virat said Nisarga embodies their values āāand vision both personally and professionally.
āNisargaās efforts promote these perspectives and their impact will be seen through engaging experiences and more than what we were given as we embark on this journey and implement them on the ground.ā ,ā they said.
According to the statement, the company’s top management includes Taha Kobain Kutai as CEO who will lead global operations and strategic partnerships, Shivank Sidhu who will oversee strategic marketing, events and alliances, and head of finance, legal and transactions. They include Chief Operating Officer (COO) Ankur Nigam.