Ambuja Cements, part of the diversified Adani Portfolio and the world’s ninth-largest building materials solutions provider, in collaboration with the Adani Foundation, has launched a football promotion programme to encourage sports development among rural youth in Umrangso of Assam’s Dima Hasao district. The initiative has been implemented across Borolokhindong, Tharvelangso and Chotolokhindong villages with the aim of nurturing local sporting talent and promoting holistic development among young people in the region.
Football enjoys deep cultural significance in the North-East and continues to gain popularity among young players. However, many rural communities lack access to proper infrastructure, equipment and training opportunities, limiting the ability of aspiring footballers to develop their skills. Recognising this gap, Ambuja Cements supported 81 rural youths through the programme, including 54 boys and 27 girls. The initiative involved improving playground facilities and distributing sports kits to help participants engage in structured football training.
The programme has also encouraged greater participation of girls in sports by creating an enabling and supportive environment within the villages. With improved exposure and access to resources, several participants are now exploring opportunities to compete at the district level, opening potential pathways for sports careers. The initiative reflects Ambuja Cements’ continued commitment to youth development and community empowerment through meaningful CSR interventions in rural areas.
