New Delhi, March 16, 2026: Sunfeast Bounce of Joy (BOJ) has concluded its year-long initiative aimed at promoting sports and physical activity among schoolchildren, reaching over one lakh students across 250 schools in NCR, Bihar and Jharkhand. The programme culminated with a closing ceremony and final tournament held at St. Mary’s School, Mayur Vihar Phase III, Delhi NCR.
The initiative focuses on encouraging outdoor play and integrating sports into school and community environments. Designed to promote physical fitness, nutrition awareness, life skills and gender inclusion, the programme also seeks to support holistic development among children.
The concluding event brought together stakeholders from government, sports and the community to celebrate the programme’s impact. The ceremony was attended by Dr. Parvez Ali, District Sports Officer, Gautam Buddha Nagar, as the Chief Guest, along with Jyoti Chauhan, Indian national footballer and former player for Croatian women’s club Dinamo Zagreb (2023–24).
Over the past year, the programme has expanded beyond schools to reach more than 1.2 lakh beneficiaries in surrounding communities across five districts—Gautam Buddha Nagar and Saharanpur in Uttar Pradesh, Muzaffarpur and Munger in Bihar, and Ranchi in Jharkhand.
As part of the initiative, participating schools received sports equipment and structured sports sessions led by trained coaches. The programme also included capacity-building sessions for physical education teachers, helping strengthen sports education within the school system.
Speaking at the event, Dr. Parvez Ali – District Sports Officer, G.B. Nagar, said, “Sports play a critical role in shaping confident, disciplined, and healthy young citizens. Initiatives like ‘Sunfeast Bounce of Joy’ help bring sporting opportunities to children who may otherwise not have access to them. By encouraging young people, including girls, to participate in sports, such programs contribute meaningfully to both individual development and nation building.”
Kavita Chaturvedi, BU Chief Executive, Biscuits & Confections, ITC Ltd., said, “At ITC, we believe that sports can be a powerful catalyst for holistic development. Through the Sunfeast Bounce of Joy initiative, we aim to create meaningful opportunities for children and communities to engage in physical activity while also building life skills such as teamwork, confidence, and leadership. We believe that along with academics, sports play a crucial role in the holistic development of a child. Sunfeast ‘Bounce of Joy’ program is well poised to inculcate passion for sports among kids and will encourage them to include sports as part of their daily lifestyle.”
Highlighting the role of physical activity in learning outcomes, Pratik Kumar, CEO, Sashakt Foundation, said, “Sports and physical activity are often seen as secondary to academics. However, research shows that structured play is essential for healthy development and effective learning. Physical activity supports processes related to attention, memory, and problem-solving, helping students concentrate better and engage more actively in class.”
The closing event also saw participation from school principals, teachers, students and community members who shared their experiences and highlighted the positive impact the programme has had on encouraging sports participation and healthier lifestyles among children.
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