Aspect Sports continues its association with Pinkathon, the largest women’s running event in the country, coinciding with Women’s Day celebrations. As part of this association, Aspect Sports has continued to work towards providing structured guidance to runners through dedicated runners’ meets at the expo, along with training tools to support participants in the lead-up to the Pinkathon Delhi event.
“This initiative focuses on starting the sports journey with ‘her’, the female consumer, encouraging more women to take their first step into running,” says Aksha Kamboj, executive chairperson, Aspect Global Ventures. “It carries a strong symbolism, but the real impact comes from what happens beyond the celebration”. Aspect’s association with Pinkathon is focused on ensuring that women who show up on race day have access to the right guidance, structure and support. “It’s about creating opportunities that extend beyond a single event and encouraging sustained engagement with the sport.”
“Pinkathon has always been about encouraging more women to take that first step towards taking up the sport of running, irrespective of age and background,” informs Milind Soman, founder, Pinkathon. “With Aspect Sports continuing as our official sports partner, we are strengthening the support structure for that first step, as well as the subsequent ones, so that women can carry on with the sport, feel more enabled and motivated to do so.”
The Delhi edition reinforces the theme of ‘her’ with the intent to move women’s running beyond single-event participation and toward consistent engagement. As the platform grows across cities, the partnership is positioned as a step toward embedding long-term structure within India’s evolving women’s running landscape. The ongoing association is also in line with the overall objective of Aspect Global Ventures to bridge the gap between participation and performance-based support systems in the realm of sports and wellness.
Pinkathon has been in existence since 2012. And, it has managed to rope in over half a million participants across various cities in the country, becoming one of the most recognisable platforms in the realm of women’s running in the country.
“The idea behind the ‘her’ theme is to ensure that participation does not stop at the end of the race,” adds Kamboj. “Our focus is on creating year-round engagement through guided programmes and community support, so running becomes a sustained sporting habit rather than just a one-day event. At an early stage, access to the right environment makes a huge difference for young athletes. By supporting 100 girls in Mumbai and Delhi, the idea is to create an entry point into organised sport through proper coaching, fitness assessment, and mentorship. Over time, this can help build confidence, discipline and apt knowledge about fitness, while also creating a stronger grassroots pipeline for women athletes in India.
Beyond the race
Sports today are also about lifestyle and community, not just competition. “Initiatives like the Pinkathon Menu allow us to connect fitness with everyday habits such as nutrition and recovery,” affirms Kamboj. “It helps create a broader ecosystem, where people engage with the values of sport beyond the race itself. Over time, this kind of addition helps build a stronger and more meaningful relationship between fans and the sporting community”. Coming from traditionally male-dominated sectors like bullion and infrastructure, she has brought leadership values into sport, as working in sectors like bullion and infrastructure has taught her the importance of resilience, discipline and thinking from a long-term perspective. “Those values translate very well into sport, where success is rarely immediate; it takes time, and systems need to be built carefully. My focus has always been on creating sustainable structures that allow athletes and teams to perform consistently, while also encouraging collaboration and trust within the organisation”.
Now, by investing in properties like the Pro Govinda League, Kamboj has also professionalised cultural sport. “The key is to balance authenticity with structure,” argues Kamboj. “Traditional sports like dahi handi already have a deep cultural connection, but to make them media-ready, you need standardised formats, safety protocols, athlete training systems and strong storytelling around the teams and players. When those elements come together, a traditional activity can evolve into a professional sporting platform while still preserving its core values and culture”. Her broader vision is to build professionally-run teams across different sporting disciplines, while contributing to the long-term growth of sport in India. Whether it is cricket through the ISPL or wrestling through the Pro Wrestling League, the idea is to create platforms that nurture talent, engage fans and build sustainable sporting ecosystems. Each sport has its identity, but the focus remains on athlete development and structured growth.