USHA supports Adimurai and Silambam Competition 2024 in Nagercoil
Kanyakumari: USHA International, a leading consumer durables company in India, joined hands with the Lemuria Varma Kalari Adimurai World Organization to host the State Level Adimurai and Silambam Competition 2024 in Nagercoil, Kanyakumari. Bringing together over 3,000 martial artists across diverse categories, the event showcased and celebrated the rich heritage of Tamil Nadu’s ancient martial art Adimurai, alongside Silambam – the art of combat, highlighting the deep connection to the state’s cultural legacy.
The competition featured a range of individual, group, and pair events, where participants displayed their prowess in Adimurai, Silambam, and Kalari. Highlighting both armed and unarmed combat techniques, the competition showcased Adimurai’s distinctive blend of self-defence and vital point strikes (Varma Adi), an ancient art form with a legacy spanning over 2,000 years. The Chief Guests, Adv. P. Issac Samraj, Chairman, Kanyakumari District Boxing Club and Mrs. K. Ani Dynes, Head of Valarum Makkal Iyakkam, honoured the winners by presenting trophies and certificates, lauding the athletes for their exceptional dedication, remarkable performances, and the spirited display of traditional martial arts.
Commenting on the event, Komal Mehra, Head of Sports Initiatives & Associations at USHA International, said, “These sporting disciplines are deeply rooted in the cultural traditions of Tamil Nadu’s martial arts, reflecting the perfect balance of physical fitness and mental focus. At USHA, we are committed to promoting traditional sports that not only honour our rich legacy but also inspire healthier and more active lifestyles.”
Adimurai, a martial art with its origins in the Kanyakumari district of Tamil Nadu, is celebrated as one of the oldest martial systems in the world. While traditionally valued for its combat effectiveness, Adimurai is also revered today for its holistic benefits, promoting physical fitness, mental focus, and overall well-being.
USHA International’s support for Adimurai and Silambam is part of its broader commitment to promoting traditional and inclusive sports across India. The brand has also been a resolute supporter of a diverse range of inclusive sports and initiatives across the country. These include collaborations with organizations like the Mumbai Indians, as well as support for sports such as Ultimate Flying Disc, football, golf, and cricket for differently abled athletes. USHA also champions sports tailored for the visually impaired—such as athletics, kabaddi, judo, and powerlifting—and is at the forefront of reviving traditional Indian sports like Mallakhamb, Siat Khnam, Chhinj, Saz-Loung, Dah Fang, Thang-Ta, Turai Kar, Mardani Khel, Satoliya, Yoga, and Gatka– exemplifying its commitment to encouraging inclusivity in sports.
