Jyothi Yarraji set to #ShineBejhijhak at the biggest sporting event of 2024

Parachute Advansed Jasmine Hair Oil, a brand by Marico Limited, has announced their collaboration with Athlete Jyothi Yarraji for the biggest sporting festival this year. 

Jyothi Yarraji, from Visakhapatnam, Andhra Pradesh, has been touted as India’s finest hurdler to date. Rising from humble beginnings, Jyothi, at the age of 23 became the first Indian woman to break the 13-second barrier, setting a national record by running the 100m hurdles in just 12.78 seconds.

Known as a trailblazer who put India on the world map, Jyothi's journey has been marked by numerous challenges and obstacles in her early days. However, through unwavering determination, she has overcome each one, paving her path to athletic success.

According to a statement released by the brand, Yarraji shines in all facets of her life -- something that Parachute as a brand advocates, as seen in their #ShineBejhijak campaign. Through this partnership, Parachute wishes to celebrate the achievements of Jyothi in all her roles, including that of a dedicated daughter, loyal friend, and passionate painter.

Somasree Bose Awasthi, Chief Marketing Officer of Marico Ltd, expressed her excitement about the collaboration by saying, “Parachute Advansed Jasmine wants to bring to the fore the inspiring story of Jyothi who is going to represent India at the biggest sporting stage. We celebrate her journey on the 100m track and also the multiple roles and avatars she plays as a human. She shines in all her avatars. And now she is ready to #ShineBejhijhak on the biggest stage.” 

Yarraji is known to experiment with different hairstyles to underscore the role her appearance plays in her confidence levels. “Indian women talk about beauty and hair in the same breath. When their hair looks beautiful, they feel a sense of confidence. That is the philosophy behind Parachute Advansed Jasmine’s #ShineBejhijhak. When you have beautiful shiny hair, you feel beautiful, and hence, more confident (bina kisi jhijak ke). We wanted to capture her story and the story that has gone behind the making of a high-performing athlete. This was only possible because at every hurdle she decided to be confident and shine,” Awasthi added.