In a big boost to Indian athletics, the national federation has roped in multi-national food and beverage company Nestle as the title sponsor of its grassroot development National Inter District Junior Athletics Meet (NIDJAM).
Sports Minister Kiren Rijiju on Friday unveiled Nestle Milo as the title sponsor of NIDJAM, touted as one of the world's largest talent hunt programmes for a single sport, with over 50,000 young athletes participating in it every year.
Milo is the chocolate malt beverage brand of Nestle.
"...it is heartening to know corporate entities are backing a talent hunt initiative that involves young athletes from nearly 500 districts of India. NIDJAM will be a good model for all other disciplines to follow as well," Rijiju said.
"I congratulate the AFI on their good work and I am certain this partnership with Nestle Milo will further strengthen the programme and its outcome will be visible to all."
"It is a reflection of the positive direction in which AFI has been moving, both in identifying and nurturing talent that makes India proud on international platforms."
"Sport is part of MILO's DNA. As a brand, MILO encourages participation in sports at an early age."