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NEWS India-South Africa Series 2006>Tendulkar joins hands with ITC to promote energy food 10th Nov 2006 18.58 IST By Agencies Batting Genius Sachin Tendulkar today embarked on a new partnership with ITC's food division to promote a new brand of health food in his name - Sunfeast Sachin's Fit Kit. "I know the importance of sustaining energy levels throughout a day's play. Based on my experience of playing for 17 years, I intend to give inputs to ITC to develop a range of products that will not only help sportspersons but also growing children," Tendulkar said at the launch function in Mumbai.
Tendulkar recalled how a few energy bars, which he had carried with him, had sustained him and his family while watching the last Wimbledon championship. Tendulkar, however, refused to answer any query not connected with the product launch though relenting a bit and saying he was excited to be named as Asian heroes in `Time' magazine's forthcoming 60th anniversary issue. "I don't think I belong to the same league (as Mahatma Gandhi and Jawaharlal Nehru), but consider it as a huge honour to be named by the magazine," he said to a query. Steel baron Lakshmi Mittal and Infosys Chief Mentor N R Narayan Murthy were the other Indians honoured by the American magazine. ITC Food Division's CEO, Ravi Naware, said the products, to be promoted under the Sachin brand, would hit the market before the 2007 World Cup. "That's our aim," he said, adding that because of Tendulkar's popularity in all strata of the society, the company is planning to keep the price range within the budget of the common man for the health food products, like cookies. "We will restrict it to health food first and include beverages at this stage," he added. Also View In-Depth Coverage: India-South Africa Series 2006 Team Page: India Team Page: South Africa | LIVE CRICKET COVERAGE NEWS ~ Gilchrist has no plans to retire after World Cup ~ Ganguly's new batting approach may cost him sixer record ~ India 'squash the Orange' in World Cup warm-up game ~ Symonds gets a new hairdo for World Cup ~ Dhoni readies himself for stand-up act at World Cup (more in NEWS) FACE-TO-FACE ~ 500-mark a possibility in World Cup: Hayden ~ Minnows add charm to World Cup: Dravid (more in FACE-TO-FACE) COLUMNS ~ Will Sri Lanka replicate 1996 World Cup success? (more in COLUMNS) OFF-THE-FIELD ~ Ganguly again the darling of corporate world ~ Ganguly roped in as brand ambassador of Puma (more in OFF-THE-FIELD) PLAYERS Sachin Tendulkar, Sourav Ganguly, Rahul Dravid, Anil Kumble (more PLAYERS) TEAMS India, South Africa, Pakistan, Sri Lanka, Australia, West Indies, Zimbabwe, England, New Zealand, Bangladesh, Kenya, Holland | 
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