Anushka Sharma and Virat Kohli have launched a new venture Nisarga, marking their foray into promoting events and experiences. The new venture is aimed at promoting high impact events and intellectual properties (IPs), curate special segments in existing IPs as well as develop and create new platforms.

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According to a statement, Nisarga has tied up with Elite Octane, a specialist motorsports and entertainment events company which holds IPs like 'The Valley Run'. Elite Octane will be instrumental in executing various activities and creating new platform segments, especially in the domains of motorsports and entertainment, the statement added.

In a joint statement, the celebrity couple said Nisarga embodies their values and vision in what they do personally and professionally. "Nisarga's initiatives will promote these perspectives, the impact of which will be seen as we embark on this journey and execute these on the ground, through engaging experiences so that we leave behind more than what we were given," Anushka and Virat added.

The firm’s top management includes — Taha Coburn Kutay as its CEO leading the global operations and strategic partnerships, Shivank Sidhu overseeing strategic marketing, events and alliances and Ankur Nigam, COO leading finance, legal and transactions.

“We are thrilled to commence work on these important initiatives and creating IPs in various shapes and forms that coincide with the core objectives that we have laid down for ourselves at Nisarga. The recently announced E1 World Championship partnership is another step in that direction,” said Nigam.