Anushka Sharma, Virat Kohli launch new venture Nisarga for promoting events

Celebrity power couple Anushka Sharma and Virat Kohli have ventured into event promotion and experiences with their new project, Nisarga. This initiative aims to promote impactful events and intellectual properties, create unique segments within existing IPs, and develop entirely new platforms.

Nisarga's initial collaboration is with Elite Octane, a company specialising in motorsports and entertainment events and the owner of IPs like 'The Valley Run.' Elite Octane will play a crucial role in executing various activities and forming new platform segments, particularly in the realms of motorsports and entertainment.

The current event lineup includes three motorsport events, expos, a music concert, and innovative youth-oriented programs.

In a joint statement, Anushka and Virat said that Nisarga embodies their personal and professional values and visions. They believe that Nisarga's initiatives will promote these perspectives, making a positive impact as they embark on this journey and deliver engaging experiences to leave a lasting legacy.

The company's leadership team features Taha Coburn Kutay as CEO responsible for global operations and strategic partnerships, Shivank Sidhu overseeing strategic marketing, events, and alliances, and Ankur Nigam as COO handling finance, legal matters, and transactions.

(With PTI Inputs)