Gitanjali Group to extend its IPL links

Ashish Khurana - Televisionpoint.com | Mumbai
So what if there's a slowdown? That's not deterring the Rs 3,500-crore jewellery manufacturer and retailer Gitanjali Group from planning to raise its involvement with the Indian Premier League (IPL) season two. The group owns popular brands like Asmi, D'damas, Nakshatra, Gili, Diya and Sangini.

"Last year, we were just associated with Shah Rukh Khan's Kolkata Knight Riders (KKR). But this time, we want to extend our IPL links to cover the Mohali and Bangalore teams as well, in addition to KKR. We are still working out the details." said Mehul Choksi, chairman, Gitanjali.

However, he did not elaborate on the money that Gitanjali would be spending by way of sponsorship. "Our domestic business is doing quite well," he added, when questioned about his decision to up his commitment to IPL during an economic downturn.

The Gitanjali Group, incidentally, has been associated with cricket in a big way. It had earlier sponsored teams in both the ICL and IPL. After establishing itself as a prominent player in the gems and jewellery industry, and with lifestyle through Bollywood, the company is associating itself with the field of sports.

During the inaugural version of the IPL, Gitanjali had given gold helmets embossed with the group logo to the Kolkata Knight Riders as well as sponsored Man-of-the Match (MoM) awards. Incidentally, Gitanjali has been a sponsor of the Mithun Chakravorty-owned team in the Indian Cricket League (ICL).

Last week, Vijay Mallya's Bangalore Royal Challengers made one of the costliest purchases in the IPL auction forking out $ 1.55 million for English cricketer Kevin Pietersen. Team Mohali's best known face is its co-owner Bollywood actress Preity Zinta.