Tata Motors announced the association of its pick-up truck, Tata Yodha with a new franchise team in the upcoming Vivo Pro Kabaddi League (PKL) 2017. Tata Yodha has turned official sponsor for the team UP Yoddha. One of the key focus areas of the GMR Group over the years has been to harness local talent in any sport that they are part of. With a number of local kabaddi tournaments in the region, it is expected to help UP Yoddha net some exciting new talents in the long-term. Speaking on the occasion, Col Vinod Bisht, Head Yoddha, UP Yoddha said, “It has been a really enjoyable experience building up towards what will be the inaugural season for us. The training camps have really helped foster strong team spirit in the squad.” ” We have been really fortunate to have a strong partner like Tata Yodha with us. Together I hope we can scale new heights in spreading the message of the sport throughout the state of UP,” he added.  The Tata Yodha like the UP Yoddha is one of the recent additions to the Pickup segment in the commercial vehicle market and offers customers with a great combination of superior performance, highest earning potential and lowest total cost of ownership. Tata Motors’ association with team U.P. Yoddha reiterates the values Tata Yodha shares, with the sport as well as with the team. Commenting on the announcement, R T Wasan, Head – Sales & Marketing – Commercial Vehicles, Tata Motors said, “As a pioneer in the Indian automotive industry, at Tata Motors we are constantly innovating and introducing class leading solutions, across segments and one of our newest being the dynamic Tata Yodha range. We are seeing excellent traction for the Yodha in the market as our pickup sales have grown by 60 per cent in the first three months of this year and we are confident of continuing to gain market share in this segment.” “Kabaddi as a sport resonates with the strength and endurance similar to the attributes of Tata Yodha pickup and our association with the UP Yoddha team is the perfect fit, since both relate to dynamism, being reliable, robust, and rugged with the potential, zeal and passion to overcome all obstacles and succeed at the highest level,” he added.