Date:12/03/2004 URL: http://www.thehindubusinessline.com/2004/03/12/stories/2004031201430600.htm

Back Royal Challenge to focus more on golf

Our Bureau

New Delhi , March 11

SHAW Wallace intends to go full throttle on sponsorship of golfing events this year under the Royal Challenge brand.

The company intends to spend about Rs 10 crore on golf this year, said Mr Niranjan M. Thakur, Executive Director. Incidentally, the total annual marketing spend for Royal Challenge is about Rs 15 crore.

The company is also sponsoring the $300,000 Royal Challenge Indian Golf Championship, which will be held in the latter half of March. Apart from golfing championships, Shaw Wallace has also been associated with golf in the corporate sphere. For instance, the company would sponsor the CII Golf championship.

"We are also spearheading golf-related events such as Royal Challenge Corporate Putting championship in order to expand and popularise the game," said Mr Kapil Channa, President (Corporate Affairs).