On National Youth Day, the Pernod Ricard India Foundation (PRIF) marked three years of its sports initiative Raftaar, a programme designed to provide structured athletic training to tribal children in Maharashtra. Implemented in partnership with the Bridges of Sports Foundation, the programme works with children under the age of 14 in three villages of Dindori Taluka in Nashik district—Talegaon, Awankhed and Karanji.
Since its launch in 2022, Raftaar has reached more than 1,600 tribal children through community sports events. Of these, 531 children have received regular training, including 20 young athletes who underwent focused sprinting coaching. Notably, girls make up 50% of the programme’s top performers, highlighting a significant shift in participation, confidence and opportunity for young girls in the region.
Access to organised sports in India remains limited, especially in rural and tribal areas. Studies show that only 1% of Indian youth under 35 participate in organised sports, while women’s participation stands at 29%, far below the global average of 40%. In areas such as Dindori, these challenges are intensified by the lack of physical education teachers, sports equipment and systems to identify sporting talent. Social norms also often limit girls’ participation, restricting their physical and personal development.
Raftaar was developed after a detailed assessment of the local sports ecosystem across more than 20 primary schools, along with discussions with teachers, parents and children. The programme identifies talent through fitness assessments and supports selected athletes with regular coaching, sports gear and nutritional guidance. Children who show higher potential are given advanced training and opportunities to compete at district and state-level events.
Over the past three years, Raftaar has conducted more than 300 training sessions and trained nine local coaches from within the community, helping build long-term local capacity. The impact has been significant. Athletes supported by the programme have won over 50 medals at district, state and national competitions, compared to just one medal before the programme began.
Speaking about the initiative, Gagandeep Sethi, Senior Vice President – Integrated Operations, Sustainability and Responsibility at Pernod Ricard India, said that diversity and inclusion remain central to PRIF’s work. He noted that Raftaar not only creates access to organised sports for tribal youth but also strengthens local coaching systems and encourages greater participation among children in underserved regions.
To further support training, a community sports gym and activity room has been set up at Gurukul School in Karanji. The facility is open to both school students and children from the surrounding community, providing regular access to sports infrastructure.
Looking ahead, Raftaar aims to help more tribal youth enter national sports academies, explore sports-related careers and access opportunities in the armed forces, while continuing to strengthen community-led sports initiatives.
About Pernod Ricard India Foundation
Pernod Ricard India Foundation (PRIF) is a Section 8 company and a wholly owned subsidiary of Pernod Ricard India. Established to fulfil the company’s Corporate Social Responsibility commitments, PRIF works to address social, economic and environmental challenges. Its initiatives align with national priorities, the United Nations Sustainable Development Goals and the CSR provisions of the Companies Act, 2013, with a focus on supporting marginalised and disadvantaged communities across India.
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