Beyond The Gen Z Myth: Four Distinct Luxury Mindsets Reshaping Travel In Asia Pacific

* New research by the Luxury Group by Marriott International challenges assumptions about Gen Z travelers, uncovering diverse motivations and definitions of luxury travel

As Gen Z rises as a defining force in luxury travel, one long-held assumption no longer holds: there is no single Gen Z traveler. A new report from the Luxury Group by Marriott International in Asia Pacific excluding China (APEC), reveals a generation comprising four distinct luxury mindsets, with each redefining luxury on their own terms, from cultural immersion and personal wellbeing to digital disconnection and heritage-driven exploration.

Drawing on insights from 2,800 affluent travelers across eight Asia Pacific markets, including 1,200 Gen Z respondents aged 18 to 29, the report signals a decisive shift. Luxury travel is no longer anchored by demographic factors, but increasingly shaped by intention, identity, and personal meaning.

"Luxury today is no longer defined by a singular standard. It is deeply personal," said Oriol Montal, Regional Vice President of Luxury, Marriott International Asia Pacific excluding China. "Our research reveals that affluent Gen Z travelers are not just participating in luxury travel. They are reshaping it, driven by a desire for meaning, wellbeing, and authentic connection. As the definition of luxury continues to fragment and evolve, understanding these emerging perspectives will be critical for shaping the next generation of travel experiences."

From Followers to Architects of Luxury Travel

Today’s affluent Gen Z travelers are no longer passive participants. Rather, they are deliberate architects of their journeys. More than half fund their own trips, while nearly half plan every aspect of their journeys themselves. Immediate family remains their preferred travel companions (51%), while small-group travel has grown by 17%, signaling a shift toward more intimate, shared experiences.

They also bring sophisticated expectations to every journey. Cultural immersion and engagement with local communities influence destination choice for 87% of respondents, while culinary discovery (86%), proximity to nature (86%), and wellness (85%) are key priorities shaping travel decisions.

At the same time, Gen Z travelers expect luxury to be seamless. Time inefficiencies and communication gaps are among their biggest frustrations, underscoring a growing demand for intuitive, frictionless service. Meanwhile, technology is playing an increasingly important role in trip planning, with 23% already using AI tools for travel inspiration and planning.

Four Distinct Luxury Mindsets

The report identifies four Gen Z archetypes whose definitions of luxury diverge significantly:

The Connoisseur Traditionalist (34%)

For this group, luxury remains rooted in the enduring pillars of hospitality: reputation, service, and craftsmanship. They gravitate toward iconic hotels, exceptional service, loyalty recognition, acclaimed dining and meticulously planned itineraries. Notably, 79% consistently stay in luxury hotels, while 91% say brand reputation influences booking decisions. Loyalty remains a powerful driver, with 85% motivated by recognition and rewards. As one of the most organized traveler groups, 66% book trips at least one to two months in advance, underscoring a definition of luxury grounded in precision, trust, and excellence.

The Future Proofer (30%)

For Future Proofers, travel is an investment in long-term wellbeing. Their journeys are shaped by a desire for optimization and balance, with nearly all (97%) engaging in wellness facilities during their stay, while 95% value access to in-house healthcare experts and consider proximity to nature important when choosing a destination. More than half (57%) are willing to spend more on wellness treatments, far exceeding the broader Gen Z average (20%). Their growing influence reflects the evolution of luxury travel toward an indulgence in preventive health, restoration and holistic wellbeing.

The Quiet Luxurist (20%)

In an era of constant connectivity, Quiet Luxurists are choosing absence over access. They are redefining luxury as the ability to disconnect, disappear, and reclaim stillness. All respondents in this profile (100%) say they limit technology use while traveling, compared with 63% of Gen Z overall. Meanwhile, 85% seek out lesser-known destinations, 60% prefer places before they become popular, and 90% value private dining experiences. Favoring boutique hotels, private villas and secluded escapes, they measure luxury not by visibility, but by the freedom to step away.

The Cultural Reclaimer (16%)

For Cultural Reclaimers, luxury travel is closely linked to identity, heritage and meaningful connection. Every respondent in this group takes an active role in planning family trips, with 65% also acting as the primary financial decision-maker. Half say destinations linked to family heritage are very important, significantly above the broader Gen Z average of 33%. They are also highly engaged travelers, with 88% seeking immersive experiences. Their journeys are driven less by social validation, and more by cultural discovery, personal enrichment and strengthening intergenerational bonds.

A Broader Recalibration of Luxury Travel

Beyond Gen Z, the report also signals a broader recalibration of luxury travel across the region. Fueled by a continued appetite for premium travel experiences, affluent travelers are also becoming more selective, taking fewer trips while extending their length of stay. Average international leisure trips are expected to increase in duration from seven to nine nights, reflecting a shift from frequency to depth. As travelers concentrate their time and spending, expectations around personalization, seamless service, and meaningful engagement continue to rise.

As luxury travel enters a new era, the findings point to a fundamental shift: the future of luxury will not be defined by a single aspiration, but by a spectrum of personal values. From the pursuit of stillness to the search for identity, from wellbeing to cultural immersion, Gen Z is transforming luxury into something more nuanced and more intentional.

For the industry, the implication is clear. Success will depend not on creating one definition of luxury, but on understanding many, and delivering experiences that feel deeply personal, emotionally resonant, and unmistakably relevant.   

ToneTag’s eKosha Brings Banking Beyond Branches With A Voice-First Business Assistant For Every MSME

* Built for India’s 80+ million MSMEs, enabling banks to deepen merchant engagement and unlock new growth opportunities

* Converges payments, banking, and AI into a single device powered by on-device analog Edge AI, turning every merchant counter into an always-on banking channel

* Helps banks reduce merchant servicing costs by up to 60% through continuous, voice-led merchant engagement

* Doubles cross-sell per merchant and reduces churn from 15–20% to 6–9% through customised daily engagement

ToneTag, India’s deep-tech platform, today announced the launch of eKosha, a voice-first business assistant for merchants that enables banks to deliver a full range of merchant banking services directly at the merchant counter without requiring new infrastructure investment.

Building on ToneTag’s vision to transform payment acceptance, eKosha turns every merchant counter into an intelligent, full-service banking endpoint, powered by ToneTag’s proprietary analog Edge AI and contextual intelligence. At its core, eKosha reimagines conventional payment acceptance devices as intelligent banking touchpoints, enabling banks to engage with merchants directly at the point of business.

With more than 80 million MSMEs in India, banks have a significant opportunity to expand merchant services and strengthen everyday banking interactions. eKosha addresses this by transforming the payment acceptance point into a daily banking engagement channel, enabling banks to serve, engage, and cross-sell to merchants through a single device. By creating this direct merchant engagement layer, eKosha reduces dependency on external aggregators and enables banks to own and strengthen merchant relationships more closely.

Combining payments, banking, and AI into a single device, eKosha delivers full banking capability at the point of payment with zero friction. It accepts UPI, UPI 123Pay, and CBDC payments while also functioning as an extended banking channel, enabling merchants to access instant support, essential banking services, personalised loans and credit, government schemes and benefits, direct access to brands, and business insights through natural voice conversations in their own language.

With eKosha, every transaction at the merchant counter becomes an opportunity not just for payments, but for banks to stay continuously connected with merchants, turning each interaction into a moment to inform, assist, and offer relevant financial products. In effect, the device becomes the bank’s relationship manager at the merchant counter, creating a continuous engagement layer that helps banks build richer merchant intelligence, enabling safer credit decisions and faster loan origination.

Speaking on the launch, Kumar Abhishek, Founder and CEO, ToneTag, said, “The merchant counter has always been at the centre of India’s commerce. With eKosha, we are reimagining it as the centre of merchant banking. For the first time, banks have a dedicated, always-on engagement channel embedded at the point where merchants conduct business every day, enabling access to banking services through simple, natural conversations in their own language. This fundamentally changes how banks serve, support, and build relationships with merchants, while helping them drive deeper engagement, improve service efficiency, and unlock new growth opportunities across their merchant ecosystem.”

eKosha integrates ToneTag’s Small Action Language Model (SALM), enabling natural language interactions across all Indian languages without requiring app downloads. What sets eKosha apart is ToneTag’s proprietary analog edge-compute architecture: rather than routing every request to the cloud, the device runs AI inference locally using analog compute, delivering real-time, fully offline voice interactions at a fraction of the energy and cost of conventional digital, cloud-dependent systems. Forged over a decade of transmitting secure data over soundwaves — an inherently analog medium — this analog edge-compute capability is ToneTag’s core differentiator: it enables reliable voice-led banking anywhere, even in low-connectivity environments, and cannot be easily replicated because it is earned through large-scale, real-world deployment rather than funded overnight. It is the foundation on which the next phase of edge-AI-led merchant banking is built.

Deployed directly by banks to merchants, eKosha requires no app, no digital literacy, and no change in merchant behaviour. As an extension of existing banking channels, it enables simpler and faster everyday banking interactions, making services more accessible to merchants.

Banks deploying eKosha can reduce merchant servicing costs by up to 60%, improve merchant stickiness, accelerate loan origination, double cross-sell per merchant, and reduce churn from 15–20% to 6–9% through continuous daily engagement. By improving retention and reducing churn, eKosha also helps banks lower merchant re-acquisition costs while strengthening long-term merchant relationships.

As banks look to deepen merchant engagement and unlock new growth opportunities, eKosha creates a scalable, always-on channel at the merchant counter, bringing together payments, banking, and AI — anchored by ToneTag’s unique analog edge-compute advantage — to power the next phase of merchant banking.

About ToneTag

ToneTag, the brand of Naffa Innovations Pvt. Ltd., is a Bengaluru-headquartered deep-tech platform transforming everyday devices into intelligent financial endpoints using AI, blockchain, and sound-based technologies. ToneTag enables secure, interoperable, and context-aware transactions across a wide range of edge devices including phones, POS machines, soundboxes, wearables, and vehicles. Its full-stack platform spans a proprietary sound protocol and analog edge-compute architecture on edge devices, blockchain-powered infrastructure, and a device management system capable of remotely managing devices at scale. With millions of merchants and tens of millions of daily interactions. Recognized with several industry awards, including as a winner at RBI’s HaRBInger 2021, ToneTag is building in India, scaling in India, and exporting globally.

To learn more about ToneTag, visit https://www.tonetag.com/

Tata Motors Delivers Strong Sales With 1,08,488 Units In Q1 FY27; Sustains Robust 27% YoY Growth

The Q1 FY27 sales in the domestic & international markets stood at 1,08,488 units, compared to 85,606 units during Q1 FY26. June 2026 sales in the domestic & international markets stood at 40,805 units, compared to 30,238 units during June 2025.

Category	June ’26	June ’25	% Change	Q1 FY27	Q1 FY26	% Change
HCV Trucks	9,645	7,359	31%	26,491	21,735	22%
ILMCV Trucks	6,186	4,863	27%	16,971	14,497	17%
Passenger Carriers	7,040	5,658	24%	18,540	15,089	23%
SCV cargo and pickup	13,728	10,056	37%	38,346	28,251	36%
Total CV Domestic	36,599	27,936	31%	1,00,348	79,572	26%
International Business	4,206	2,302	83%	8,140	6,034	35%
Total CV	40,805	30,238	35%	1,08,488	85,606	27%

 

· Domestic sales of MH&ICV in June 2026, was 16,327 units vs 12,871 units in June 2025 (27% YoY); In Q1 FY27 it was 44,571 units, compared to 37,370 units in Q1 FY26 (19% YoY).

· Domestic & International sales for MH&ICV in June 2026, was 18,063 units vs 14,027 units in June 2025 (29% YoY); while in Q1 FY27 it stood at 48,062 units, vs 40,401 units in Q1 FY26 (19% YoY).

· EV volumes saw 4.4X YoY growth in Q1 FY27

Mr. Girish Wagh, MD & CEO, Tata Motors Ltd., said, “We commenced FY27 on a positive note, delivering consistent double-digit growth in each month of Q1, on a year-on-year basis. Despite heightened geopolitical uncertainties, sales for the quarter stood at 1,08,488 units, up 27% year-on-year, reflecting healthy industry fundamentals and sustained demand across segments.

HCV growth continues to be led by increased freight availability, infrastructure and mining activity, while ILMCV demand is supported by e-commerce, FMCG, courier and parcel. SCVPU is seeing improving momentum in last-mile mobility, with electric SCVs and pick-ups achieving highest ever salience of ~10% for the months of May and June. Demand in the commercial passenger segment remains strong, driven by school transport and Government orders.

Our focus on future-ready solutions is translating into traction in the market. Customer interest in electric heavy trucks is strengthening, with our ecosystem-led approach supporting a growing order pipeline. For our international business, we have commenced shipments for the Indonesia order, and are gradually resuming supplies to the Middle East, following a two-month pause.

Looking ahead, while commodity pressures will persist, we expect the momentum to continue, driven by gradual improvement in customer sentiment which had seen softening during the quarter. The growth is expected to be driven by auto and port logistics, e-commerce and core sectors, with the monsoon remaining a key monitorable. With strong market acceptance of our refreshed portfolio and a continued focus on deepening customer engagement, we are well positioned to build on this positive trajectory and drive sustained growth in the coming quarters.”

About Tata Motors Ltd (Formerly TML Commercial Vehicles Ltd):
Part of the USD 180 billion Tata Group, Tata Motors Ltd., (BSE: Scrip code 544569; NSE: Scrip code TMCV) is India’s largest and a globally renowned manufacturer of utility vehicles, pick-ups, trucks, and buses. With over eight decades of leadership in commercial mobility, the company is known for its innovation, reliability, and performance. Its advanced powertrains, connected technologies, and intelligent fleet solutions support a wide range of applications—from last-mile delivery to public transport while seamlessly driving the wheels of the nation’s economy. Guided by its brand promise Better Always, Tata Motors delivers future-ready solutions that enhance customer experience and drive sustainable growth. The company operates in India and South Korea, with a global presence across Africa, the Middle East, Latin America, Southeast Asia, and SAARC countries.

As per the Composite Scheme of Arrangement sanctioned by the Hon’ble National Company Law Tribunal, Mumbai Bench—amongst Tata Motors Limited, TML Commercial Vehicles Limited (the Company) and Tata Motors Passenger Vehicles Limited—the Company’s name was changed to Tata Motors Limited from TML Commercial Vehicles Limited (effective 29 October 2025), and its equity shares are listed on the BSE Ltd and the NSE Ltd.

India’s First Private Orbital Rocket, Skyroot’s Vikram-1, To Launch Between July 12 And August 4

Skyroot unveils the Mission Aagaman patch, honouring India's space journey while marking the arrival of a new era in private orbital launches.

The mission is named Aagaman, Sanskrit for "Arrival". It marks the arrival of India's private orbital launch capability for the world. The primary objective of capturing critical flight data foundational to creating a high-cadence, on-demand launch capability for the fast-growing global space economy.

Skyroot Aerospace today announced the opening of the launch window for the maiden test flight of its Vikram-1 launch vehicle — India’s first privately developed orbital-class rocket. Test Flight-1 is targeted for no earlier than July 12, subject to the completion of assembly and testing operations at the launch site in SDSC-SHAR, Sriharikota, and weather, safety, and range clearance. The window extends till 4 August.

The single most important objective of Mission Aagaman is to capture the real in-flight performance data from every system on Vikram-1. We want to understand how the vehicle performs from lift-off through every phase of ascent. This data cannot be fully replicated through ground testing. It will help us validate our designs and inform subsequent vehicle development as we build a reliable, high-cadence commercial launch programme. The moment Vikram-1 lifts off, India's private space industry will cross a threshold it has never crossed before.

— Pawan Kumar Chandana, Co-founder & CEO, Skyroot Aerospace.

Mission Aagaman, meaning “the arrival”, marks Skyroot’s second mission following the successful suborbital flight of Vikram-S, the first private rocket to reach space from Indian soil, on 18 November 2022.

This will be partially commercial flight, with the company planning to commence full commercial flights after one or two successful demonstrations to orbit. Joining the test flight is a mix of domestic and international customers.

From a dream to build a launch vehicle in India to now attempting an orbital flight has been a journey like no other. With Vikram-S in 2022, we validated the foundation of our technology stack; With Vikram-1, we take our biggest step, yet toward a reliable, high-cadence launch programme built in India, for India and the world. This mission is designed as both a technology demonstration and a learning mission. This has been made possible by the collective confidence of the Government of India, IN-SPACe, ISRO, our investors, our customers and a dedicated team of 1000+ individuals.

— Naga Bharath Daka, Co-founder & COO, Skyroot Aerospace

All stages of Skyroot's Vikram-1 have been successfully integrated and stacked at the launch pad.

The mission will gather critical data across propulsion, stage separation, guidance, navigation, control and overall vehicle performance, supporting the evolution of Skyroot into a commercially operational launch company.

Vikram-1 is a seven-storey-tall, multi-stage orbital launch vehicle built with an all-carbon composite structure and powered by in-house developed propulsion systems, including 3D-printed engines and high-thrust solid-fuel rocket boosters. Designed to carry small satellites weighing up to 350 kg to Low Earth Orbit (LEO), Vikram-1's maiden mission will target an orbit at an altitude of 450 km with a 60-degree orbital inclination. The flight-ready rocket was unveiled by Prime Minister Shri Narendra Modi in November 2025 during the inauguration of Skyroot’s Infinity campus.

For India, the ability to reach orbit reliably and frequently is a strategic capability that only a handful of nations possess. Today, access to space remains a major bottleneck, with satellite operators often waiting months or even years for a launch opportunity. Backed by IN-SPACe's efforts to open India's space sector and ISRO's technical infrastructure, Skyroot's Cab to Space model aims to provide dedicated and precise access to orbit.

Satellites support services that millions rely on every day, from agriculture and fisheries to disaster management, communications, connectivity, navigation and national security. Frequent and affordable access to orbit is what enables these capabilities to be built and scaled within India.

The economic opportunity is equally significant. India's space economy is expected to grow from around USD 8.4 billion today to USD 44 billion by 2033. Indigenous launch capability will be a critical enabler of this growth, unlocking opportunities for India's rapidly expanding private space ecosystem. The emergence of companies such as Skyroot, India's first spacetech unicorn, signals both the scale of investor confidence in the sector and the growing maturity of the country's commercial space ambitions.

About Skyroot Aerospace

Skyroot Aerospace is a private space launch company, building the Vikram-series of launch vehicles to provide on-demand and dedicated access to space for small satellite operators worldwide.

Founded by Pawan Kumar Chandana and Naga Bharath Daka, the company aims to democratize space access by designing, developing and launching a family of launch vehicles.

Skyroot made history in 2022 with the launch of Vikram-S, India's first privately built rocket to reach space. The company is now preparing for the maiden flight of Vikram-1, its orbital launch vehicle, which will mark India's first private attempt at an orbital mission.

Vikram-1 is designed to deploy small satellites of up to 350 kg to Low Earth orbit. Built with an all-carbon composite structure and powered by in-house developed solid and liquid propulsion systems — including 3D-printed engines — the rocket is engineered for rapid manufacturing and high launch cadence. Skyroot's technology stack spans carbon composite rocket structure, and solid (Kalam series), liquid (Raman series), and cryogenic (Dhawan series) propulsion systems, all developed in-house at its 250,000 sq. ft. Max-Q and Infinity campuses in Hyderabad, Telangana.

Valued at over USD 1.1 billion, Skyroot is backed by marquee global investors including GIC, Temasek, Sherpalo Ventures, and funds managed by Blackrock. Its mission: to make spaceflight as regular, reliable, and affordable as air travel — Opening Space for All.

Air India Elevates Mumbai-London Heathrow Services With Brand-New B787-9 Featuring New Premium Cabins

· Introducing Premium Economy, private Business Class suites, latest-generation inflight entertainment systems, and enhanced long-haul travel experience

Air India today began deploying its newest Boeing 787-9 aircraft between Mumbai and London Heathrow, bringing its latest-generation onboard product to one of its flagship international routes.

Effective today, Air India flights AI131/AI130 between Mumbai and London Heathrow will be operated by the airline's new Boeing 787-9 aircraft featuring all-new cabin interiors designed exclusively for Air India and installed directly on Boeing's production line. These line-fit aircraft are the first Boeing 787s purpose-built for Air India, embodying the airline's new standards of comfort, technology, and customer experience.

The deployment also introduces Premium Economy Class on the route, offering customers a broader range of travel choices across Business, Premium Economy, and Economy cabins.

Air India’s second daily service between Mumbai and London Heathrow will continue to be served by its upgraded Boeing 777-300ER aircraft, featuring First Class, ensuring customers on both services enjoy an enhanced onboard experience.
Elevated onboard experience

Air India’s brand-new Boeing 787-9 aircraft feature a three-class cabin configuration with 30 Business Class suites, 28 Premium Economy seats, and 238 Economy seats, blending contemporary design, advanced technology, and Indian-inspired aesthetics.

Guests travelling on Air India’s Mumbai-London Heathrow route will now enjoy a wide range of enhancements, including:

· Luxurious Business Class suites, direct aisle access, 79 inches fully flat beds, wireless charging, generous personal storage and immersive inflight entertainment on a large 17-inch 4K QLED HDR touchscreen – all designed to provide a comfortable and restful long-haul experience.

· A dedicated Premium Economy cabin with wider seats in a 2-3-2 layout, 38-inch pitch providing ample legroom, generous recline, adjustable headrests, adjustable leg and calf rests, 13.3-inch 4K QLED HDR touchscreen, offering enhanced comfort and personal space.

· Economy Class experience, with ergonomically designed seats designed for long-haul travel, 11.6-inch 4K QLED HDR touchscreen, and improved comfort and thoughtfully integrated personal electronic device holders.

· Next-generation inflight entertainment, powered by the Thales AVANT Up system with high-definition touchscreens, Bluetooth audio connectivity, USB-A and USB-C charging ports, AC power outlets and an intuitive user interface across all cabins.

· Bluetooth headphone pairing, enabling guests to enjoy an entertainment content library of over 3,000 hours on board using their own Bluetooth-enabled headphones.

· New mood lighting in the cabins inspired by ancient Indian wellness traditions.

· A refreshed onboard product, including thoughtfully curated menus showcasing Indian and international flavours, premium chinaware, glassware and tableware, plush bedding, redesigned amenity kits and other signature touches that together deliver a more refined and consistent onboard experience.
Connecting India with the UK and beyond

The United Kingdom is one of Air India's most important international markets, with strong demand from business and leisure travellers as well as the Indian diaspora. Air India currently operates 57 weekly non-stop flights between India and the UK, connecting Delhi, Mumbai, Bengaluru, Ahmedabad and Amritsar with London Heathrow, London Gatwick and Birmingham.

Air India’s UK services provide customers with greater choice, convenient schedules and seamless onward connectivity via Air India’s hubs in India to and from destinations across the Indian Subcontinent, Southeast Asia, and Australia.

About Air India Group

The Air India Group – comprising full-service global airline, Air India, and value carrier, Air India Express – is spearheading a new era of Indian aviation. The Air India story began in 1932 when JRD Tata piloted the airline’s inaugural flight and opened the skies for aviation in India. Today, Air India Group employs more than 30,000 people, operates over 300 aircraft and carries travellers to 60 domestic and 51 international destinations across five continents.

Returning to Tata Sons in 2022 following 70 years under Government ownership, Air India Group is in the midst of a five-year transformation programme, Vihaan.AI. As part of the transformation, Air India has placed orders for 600 new aircraft. In addition to taking new aircraft deliveries, Air India is progressively retrofitting all its legacy aircraft.

The Air India Group operates South Asia’s largest aviation training academy in Gurugram, India. The construction of a new flying school and a greenfield maintenance base is in progress.

With transformation underway across all facets of the business and India’s rich legacy of hospitality, Air India is committed to being a world class global airline with an Indian heart.

For more news on Air India, visit http://www.airindia.com/newsroom

Athulya Senior Care Launches Free Dementia Awareness Initiative In Bengaluru

Athulya Senior Care, in association with Dementia India Alliance (DIA), the National Institute of Mental Health and Neurosciences (NIMHANS), and the Centre for Brain Research (CBR), Indian Institute of Science (IISc), will host "Mind Your Brain Health," a free interactive session on brain health, dementia and healthy ageing on Saturday, July 4, 2026, in Bengaluru.

The session will be held between 10:00 AM and 1:00 PM at the Centre for Brain Research, IISc Bengaluru, and will focus on raising awareness about maintaining brain health, recognising the early signs of dementia, understanding dementia risk reduction strategies, and promoting healthy ageing. Experts in neurology, psychiatry and dementia care will share practical insights and interact with participants during the session.

The programme is open to adults aged 45 years and above, family caregivers, geriatric care professionals, and anyone interested in learning more about brain health and dementia prevention.

By bringing together experts and the community, the initiative aims to encourage early detection, promote informed caregiving, and empower individuals to take proactive steps towards maintaining cognitive health and improving quality of life as they age.

Event Details

Date: Saturday, July 4, 2026

Time: 10:00 AM – 1:00 PM

Venue: Centre for Brain Research, Indian Institute of Science (IISc), Bengaluru

Registration & Enquiries: 8585990990

Axis Bank And GoSports Foundation Partner To Launch ‘The Performance Institute’

* The facility will integrate sports science, research and capacity building to help advance India’s sporting ecosystem

Axis Bank, one of the largest private sector banks in India, has signed a Memorandum of Understanding (MoU) with GoSports Foundation to launch Axis Bank-GoSports Foundation ‘The Performance Institute’ (AGTPI), a first-of-its-kind initiative aimed at scaling India’s sports science capabilities and advancing research and innovation that contributes to the long term growth of Indian sports.

AGTPI shall be housed at the state-of-the-art Centre for Sports Excellence (CSE) in Bengaluru. The institute will focus on athlete performance, talent identification, building India’s capacity in sports science and medicine, as well as analytics and research focused on the Indian athlete.

As the founding partner, Axis Bank’s CSR grants shall be directed towards the establishment and growth of the institute, with GoSports Foundation leading its administration, programme implementation, and strategic partnerships.

AGTPI shall be built around three core pillars – People, Analytics, and Research.

The People pillar will focus on developing India's sports science and performance workforce through training programmes, fellowships, mentorship opportunities, and professional development pathways. The initiative will help build a stronger pool of qualified practitioners across federations, academies, and high-performance environments.

The Analytics pillar will establish an athlete testing and assessment facility offering performance testing, biomechanics analysis, recovery monitoring, injury-risk assessment, and data-driven performance planning. The institute will also contribute to building India-specific athlete performance databases across sports and demographics.

The Research pillar will focus on helping generate indigenous sports science knowledge through applied research, innovation, industry and university collaborations, and knowledge-sharing initiatives. Its objective is to develop evidence-based solutions that support athletes while contributing to the broader advancement of sports science in India.

Commenting on the partnership, Vijay Mulbagal - Group Head - Wholesale Bank Coverage, Corporate Salary, Sustainability & CSR, Axis Bank, said, “India’s sporting ambitions are entering a defining phase, and ensuring sustained success for Indian athletes globally will require not only talent and training but also a strong foundation of domestic sports science and medicine. Despite India’s rising sporting successes, it still relies largely on foreign performance data and benchmarks which are not entirely aligned with the needs and realities of Indian athletes. At Axis Bank, we are proud to partner with GoSports Foundation to help build an institution that can play a pioneering role in bringing together data, research, analytics, and expertise, to create a robust domestic sports science ecosystem.”

Nandan Kamath, Managing Trustee, GoSports Foundation, said, “This collaboration reflects a shared belief that sustained sporting success is built on strong foundations. Great athletes emerge from great systems, and those systems depend on people, knowledge, and continuous innovation. Our goal is to build a faster, higher and stronger future for Indian sport — together."

Saugato Banerjee, CEO, GoSports Foundation, added, “We thank Axis Bank for believing in GoSports Foundation’s track record and future commitment to powering the Indian sports ecosystem. We look forward to announcing initiatives under The Performance Institute that truly unlock India’s sporting potential — from participation to podium.”

Vivek Kumar, Founder and Promoter, Centre for Sports Excellence, said, "CSE was built to give every athlete an environment that helps them be their best. The AGTPI strengthens that environment, adding world-class capability in sports science, testing and research. We thank Axis Bank and GoSports Foundation for choosing to house the institute at CSE."

By bringing together long-term institutional support, in-depth expertise, and a shared commitment to building a robust domestic sports science ecosystem, this collaboration seeks to help in constructing a sturdy impact across athlete development and performance excellence.

About Axis Bank:

Axis Bank is one of the largest private sector banks in India. Axis Bank offers the entire spectrum of services to customer segments covering Large and Mid-Corporates, SME, Agriculture, and Retail Businesses. It has 6,275 domestic branches (including extension counters) and 12,796 ATMs and cash recyclers spread across the country as on 31st March 2026. Axis Virtual Centres are present across eight locations with 1,591 Virtual Relationship Managers as on 31st March 2026. The Axis Group includes Axis Mutual Fund, Axis Securities Ltd., Axis Finance, Axis Trustee, Axis Capital, A.TReDS Ltd., Freecharge, Axis Pension Fund and Axis Bank Foundation.

For further information on Axis Bank, please refer to the website: https://www.axis.bank.in/

About GoSports Foundation

GoSports Foundation is a national award-winning non-profit organisation dedicated to empowering Indian athletes through athlete scholarships, high-performance support, knowledge creation, and ecosystem development. The Foundation has supported some of India's leading Olympic and Paralympic athletes and continues to work towards strengthening India's sporting ecosystem.