Micromax to fund Indian Winter Olympic star Shiva Keshavan

ByAmlan Majumdar, SportsCafe Editor

03/09/2016

Shiva Keshavan, arguably the best Indian on ice, will now be funded by Indian consumer electronics giant, Micromax. The luge athlete, who has represented India five times at the Winter Olympics, was delighted at the opportunity after earlier being forced to withdraw from events due to lack of funds.

"Micromax has always believed in connecting youth to its passions, and building sporting infrastructure and credentials is one of our key priorities. It is our privilege to support an athlete like Shiva who is a flag bearer of India's Winter Olympics hopes,” Shubhajit Sen, chief marketing officer of Micromax said in a release."We love Shiva's story - a small town guy crazy enough to follow an unconventional passion, overcomes major obstacles to win at a global elite level. This is close to Micromax's heart and we feel athletes like Shiva need all the support the leading brands like Micromax can give." he added.

Speaking on the collaboration with Micromax, Keshavan said, "It has been a 20-year journey representing India and being the only one in winter sports doing so. I appreciate Micromax Informatics for recognising my efforts and supporting me in my journey going forward towards the Korea 2018 Olympic Games."

(Read about Shiva Keshavan's Silver winning performance at the Asian Championships)