Women of MG initiative welcomes pickleball champion Monica Menon with JSW MG Motor India

Automotive brands are increasingly looking beyond horsepower and hardware to tell stories about values and community. JSW MG Motor India is one of the players leaning into this shift by spotlighting athletes whose journeys mirror the qualities it wants its vehicles to stand for.

The latest collaboration under the Women of MG initiative brings pickleball champion Monica Menon into that storytelling universe. The association is framed as a meeting point between agility on court and agility on crowded city roads, with the MG Comet EV positioned as an urban companion that matches the pace and precision of modern life.

How does Women of MG align sport and mobility

The programme focuses on women who push boundaries in their respective fields while reflecting themes of performance, resilience and purpose. In Monica Menon, JSW MG Motor India has found an athlete who has successfully reinvented her sporting identity.

Beginning as a national level tennis player and representing India at the Asian Games, she later transitioned to pickleball, an emerging racquet sport that has been gaining traction across urban India. With more than one hundred podium finishes to her name and a growing role in promoting grassroots sport in Delhi NCR, she embodies both excellence and outreach.

By connecting her story to the Comet EV, the brand is drawing a parallel between an athlete who adapts to new formats and a vehicle designed to navigate new patterns of urban mobility. Compact size, expressive design and smart technology are pitched as the automotive equivalent of footwork, anticipation and game intelligence.

What should brands know about the Women of MG initiative

The Women of MG initiative has steadily built a roster of collaborators who represent different aspects of ambition. Earlier associations have featured professional golfer Tvesa Malik, decorated para athlete Deepa Malik, Paralympic medallist Bhavina Patel and the Patan Girls football team from Gujarat.

Together, these partnerships send a consistent signal that the brand wants to stand beside women who challenge conventional limits. Each story ties back to the idea of motion as a metaphor for progress, whether on a course, field, track or city street. The focus is not only on individual glory but also on the communities and causes these women influence.

For marketers, this approach demonstrates how a long running platform can stay fresh by continually adding new faces while holding on to a clear central theme. Rather than one off campaigns, Women of MG behaves like a living narrative that grows with each collaboration.

How does the Monica Menon collaboration deepen that story

In official statements, the brand emphasises that pickleball reflects the rhythm of modern India agile, quick to adapt and always in motion. Monica Menon journey from tennis to pickleball is framed as an example of that flexibility, backed by discipline and focus.

For her part, Menon highlights that the partnership brings together two worlds that value precision and thoughtful performance. She calls out the Comet EV compact yet spacious design and intelligent technology as features that make everyday travel feel confident rather than stressful. The messaging underlines comfort, control and ease, particularly relevant to urban commuters navigating tight spaces and busy schedules.

By centering the collaboration around shared values rather than just visibility, both sides aim to create an association that feels grounded. Sport becomes a lens to talk about mobility, and mobility becomes a lens to talk about self belief and choice.

Through its newest chapter with Monica Menon, the Women of MG initiative continues to position JSW MG Motor India as a brand that sees vehicles as part of a broader story about movement and ambition. By celebrating athletes who reshape their paths and champion new age sports, the programme reinforces a vision of mobility that is intelligent, inclusive and firmly in step with the aspirations of a changing India.

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