Bajaj Finserv backs Dhinidhi Desinghu, targets four sports for growth

Bajaj Finserv has announced its support for 16-year-old Indian swimmer Dhinidhi Desinghu, marking its entry into swimming as the financial services company expands its focus on emerging sports. 

The company has identified swimming, tennis, badminton and running as key areas for investment, with an emphasis on supporting athletes during the formative stages of their careers.

Bajaj Finserv said it would invest in these sports at a stage where support can “shape the trajectory of the sport itself and in turn the careers of many sportspeople”. The company also aims to “elevate the landscape of swimming and other emerging sports in India”.

Backing India's rising swimming talent

Desinghu was the youngest member of India's contingent at the Paris 2024 Olympics, making her Olympic debut at 14. The Bengaluru-born swimmer began training at six and progressed through India's junior ranks under coach Nihar Ameen.

Her performances have continued to improve since Paris. At the 2025 National Games, she won 11 medals, including nine golds, and now holds Indian national records in the 100m, 200m and 400m freestyle.

Her 200m freestyle record has improved from 2:04.24 at the 2023 National Aquatics Championships to 2:01.81, reflecting her progress since her Olympic debut.

The partnership gives Bajaj Finserv an association with a young athlete who has already competed at the Olympics but remains in the early stages of her senior career.

A wider investment strategy

The company's focus extends beyond swimming to tennis, badminton and running, creating a broader base for its sports investments.

Rather than concentrating exclusively on established sporting properties or major events, the approach places emphasis on athlete development and disciplines where sustained commercial support can influence career progression.

For swimming, this support comes at a time when Desinghu is working towards higher levels of international competition. The partnership also provides Bajaj Finserv with a platform to associate its brand with athlete development across multiple sports.

The company has not disclosed the financial value of its support for Desinghu or a specific investment allocation for the four focus sports.

The announcement adds to the growing role of corporate partnerships in supporting Indian athletes beyond tournament sponsorships, with early-career backing emerging as another route for businesses to participate in the country's sporting ecosystem.