Tilaknagar Industries Ltd. (TI) has expanded its brand presence in Northeast India by signing on as the title sponsor of the inaugural Imperial Blue Packaged Drinking Water Assam Premier League (APL), reinforcing Assam’s importance as a key strategic market for the company. The franchise-based T20 tournament, organised by the Assam Cricket Association (ACA), will be held from August 1 to August 23 at the ACA Stadium in Guwahati.
The league will feature eight franchises, 43 matches, and 275 players, including 20 marquee cricketers who have represented Assam in BCCI tournaments. With two matches scheduled daily, the competition is expected to provide a platform for emerging talent while strengthening Assam’s cricketing ecosystem under the motto “Aamar Axom, Aamar Gourab.” The league was officially launched by Chief Minister Himanta Biswa Sarma on June 21, while the player auction was conducted on July 19.
Ahmed Rahimtoola, Chief Marketing Officer of Tilaknagar Industries, said the association reflects Imperial Blue Packaged Drinking Water’s commitment to engaging with consumers through cricket, adding that the company sees Assam and the wider Northeast as an important growth market for the Imperial franchise. He said the partnership aligns with the brand’s focus on regional pride, culture and sporting excellence while supporting the future of Assamese cricket.
The title sponsorship is likely to strengthen Imperial Blue Packaged Drinking Water’s brand visibility and consumer engagement in Guwahati, where cricket continues to attract strong public interest. The tournament is also expected to create opportunities for retailers, hospitality businesses and event-linked commerce, while increased footfall and promotional campaigns could provide a boost to the city’s sports-driven consumer market during the three-week competition.
