Sindhu partners with EBG to drive change in child welfare, sports & women empowerment

Bringing together sports and social commitment, the EBG Foundation has announced Olympic medallist and Padma Shri awardee PV Sindhu as its official ambassador. The partnership marks a significant step in advancing the Foundation’s work across child welfare, grassroots sports development, and women’s economic empowerment in India.

With Sindhu’s global credibility and the Foundation’s strong grassroots presence, this collaboration aims to deepen structured community initiatives, expand access to opportunity, and inspire collective action at scale.

As of now, the EBG Foundation is actively driving meaningful impact across states through focused, community-led interventions that address critical social challenges at the grassroots level. With the onboarding of Sindhu, the Foundation is further strengthening its national presence and accelerating programmes designed to deliver long-term, sustainable change.

Under Children for Life, Sindhu advocates every child’s right to education, healthcare, and a safe environment

At the centre of the collaboration is a series of three flagship social initiatives. Under Children for Life, Sindhu advocates every child’s right to education, healthcare, and a safe environment. The initiative has begun its implementation in the state of Telangana, laying the foundation for structured support systems that ensure financial hardship never becomes a barrier to opportunity.

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Speaking about her association, Sindhu said: “True success is meaningful only when it uplifts others. Partnering with EBG Foundation allows me to support causes that are deeply important to me, including children’s development, youth empowerment, and women’s progress. I believe real change begins when opportunity reaches those who need it most.”

The second initiative, Champion, focuses on identifying and nurturing grassroots sporting talent. By providing specialised coaching, quality equipment, and structured nutritional support, the programme bridges the gap between raw potential and competitive performance. The Foundation has already enabled programmes in the state of Telangana, reinforcing its commitment to building future champions.

Building on the momentum created in December 2025 with the launch of Naari Shakti, the third pillar addresses systemic barriers that interrupt women’s journeys toward independence. With structured financial assistance of ₹1,500 per month, the programme supports vocational training and income-generation pathways.

The second initiative, Champion, focuses on identifying and nurturing grassroots sporting talent. By providing specialised coaching, quality equipment, and structured nutritional support, the programme bridges the gap between raw potential and competitive performance

“PV Sindhu represents discipline, resilience and excellence, values that align closely with our long-term vision. Our commitment is not only to grow in scale but to grow with responsibility. Through these initiatives, we are building sustainable ecosystems that empower children, nurture champions and enable women to lead with confidence and independence. Her association strengthens our focus on measurable social impact across the country,” said Dr Irfan Khan, CEO and founder, EBG Group.

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Three 40-second brand films featuring Sindhu

The collaboration will be supported by three 40-second brand films featuring Sindhu, each centred on a core social theme. Children of Life highlights how hunger robs children of focus and future, Champion underscores the gap between talent and opportunity in grassroots sports, and Naari Shakti addresses the interruptions that limit girls’ education and independence. In each film, Sindhu serves as a voice of awareness, reinforcing the Foundation’s call for structured, sustained community support.