The journey of the Tata Mumbai Marathon has been transformative since its inception and has redefined the health, fitness, and giving paradigm in India. The event was spearheaded by United Way Mumbai, the event’s philanthropy partner. Last year, 268 NGOs raised Rs72 crore for various causes. Over its 20-year history, TMM has raised more than Rs429.60 crore, benefiting over 1,000 NGOs across diverse sectors. The runners have supported NGOs working across sectors such as healthcare, education, animal welfare, environment, women’s empowerment, livelihood, and social development, besides community development.
This year, NGOs, corporates, and citizens joined forces to raise Rs43 crore for social good at TMM 2025, where over 13,000 runners participated. Fundraising for the event continues until 5 February 2025.
The 20th edition of TMM, a World Athletics Gold Lablel Road Race, saw new champions emerge, with Eritrean Berhane Tesfay and Kenyan Joyce Chepkemoi Tele winning the men’s and women’s categories respectively. The top three winners took home prize money of $50,000, $25,000, and $15,000, respectively.
Anish Thapa and Thakor Nirmaben emerged as Indian Elite champions, with Thapa winning his first TMM Indian men’s title in the landmark 20th edition, while Nirmaben retained her Indian Elite women’s crown. Services’ Thapa won in 2:17.23 and pipped Asian marathon champion and Army mate Man Singh by 14 seconds in a terrific finish. The feat also saw Thapa finishing 7th in the overall Elite Runners’ list, closely followed by Man Singh in 8th position.
Marathon of scale and stature
To recap, Procam has been a pioneer not just in the running paradigm but also in sports management as a whole. “My brother, Anil, and I, along with our partner at the time, Enrico Piperno, led this revolution. From 1988 to 2003, we organised multiple sporting events that redefined the way players were treated and events were conducted. By the turn of the century, Anil and I dreamed of bringing an international marathon to India. It was more his vision – he believed a marathon of scale and stature could serve as a panacea for civil society,” observes Vivek Singh, joint MD of Procam International, who launched the Mumbai Marathon in 2003, with the first event held in February 2004.
“It wasn’t just an event; it was a movement. We planted five seeds of purpose: to bring pride and prestige to the host city, to promote health and fitness, to foster social harmony, to create an inclusive charity paradigm, and to support Indian athletics. Today, we are proud to say these seeds have grown into mighty oaks. The TMM stands as a testament to believing in a vision and seeing it flourish.” Before 2004, Procam conducted numerous sporting events across cricket, football, tennis, and squash.
So, was the ‘shock and awe’ strategy intentional? Anil Singh, the MD of Procam, says: “Absolutely. Many companies approached us, and some were willing to sponsor but wanted us to start small. We refused because starting small would not have created the ripples needed to build a movement. We stayed true to our vision of delivering a truly international marathon. The scale of the event – international elite athletes, live coverage of the race on leading sports networks, helicopters in the air thanks to the Indian Navy, and government support – was unprecedented. For instance, South African runner Hendrick Ramaala, who won the first Standard Chartered Mumbai Marathon in 2004, went on to win the New York Marathon later that year.
This scale changed perceptions of participative sport and inspired countless individuals to join the movement. Back then, it was challenging due to the lack of proof of concept. “Sponsors like Standard Chartered took a leap of faith to back us. Convincing the government was another hurdle, but certain key figures, like then Deputy Chief Minister Shri Chhagan Bhujbal, believed in our vision. Their faith, combined with our conviction and grace, made it possible. Today, the scenario is vastly different. Participative sports have become the fastest-growing sporting segment in India, with running leading the charge. The TMM is a prime example and a trusted platform for brand visibility, community engagement, and CSR,” adds Anil. Over the years, corporate partnerships have strengthened, with brands recognising the event’s far-reaching influence.
Vivek adds: “It took about 4-5 years. But once it clicked, there was no looking back. We started with Rs6 crore in 2004; today we are almost at Rs70 crore, which is a combination of sponsorships, registrations, and barters. We have indeed come a long way. Today, we are proud to have the Tata Group, along with Tata Consultancy Services, as the title sponsor of the TMM, with a decade-long commitment. In the last few years, brands like IDFC FIRST Bank, Bisleri, PUMA, VIDA, and Nayara have come on board as partners.”
Elevating brand presence
Marathons have also become a platform for global and national brands to establish and elevate their presence in India. “For instance, Asics leveraged the TMM to launch its operations in India. Such associations signal increased brand interest and a remarkable elevation in the perception and quality of the brands involved,” says Anil.
Was there a tipping point in these 20 years? “Yes. When CXOs, company chairmen, and senior government officials began participating, it was transformative. Their involvement inspired the common man, breaking barriers and excuses. Running has become the new golf – a space for social and corporate connections. At 5 am, people are now connecting over runs instead of traditional boardroom meetings,” say the Singh brothers.
Attracting professional runners was due to a mix of factors: attractive prize money, appearance fees, top-notch hospitality, and the event’s growing reputation. “India’s famed hospitality was a significant draw, with the Trident Hotel Nariman Point being our trusted partner since 2004. The timing of the event – the third Sunday of January – also worked perfectly. Hendrick Ramaala, the South African runner who won the inaugural race, is a testament to the event’s global appeal. When we started in 2004, there were about 10,000 registered runners. Today, there are 2.5 million runners participating in at least one race annually. This has created a Rs3,500 crore ecosystem encompassing everything from nutrition to apparel. Every 90 seconds, a new runner enters this universe. Running is already a $450 million industry. At this pace, we could easily reach 15-20 million runners in the next decade, creating an even more robust ecosystem across all socio-economic groups and age brackets,” adds Vivek, pointing to a study by the Indian Institute of Sports Management which estimated the socio-economic impact of the 2024 event at Rs367 crore.
Over 20 years, the cumulative impact has reached nearly Rs5,000 crore for Maharashtra and Mumbai. The event brings 15,000 travellers to Mumbai every January, who spend on accommodation, food, and entertainment. This ripple effect has created a thriving running economy and transformed lives. Moreover, the event has created opportunities for local businesses and the events industry to thrive.
“TMM is a testament to the power of distance running, and what can be achieved when objectives are purpose-driven, passion-led, and fuelled by
the unwavering belief to bring about a change in society for good,”
concludes Anil.