MUMBAI — Sports management company Procam International has announced a refreshed avatar for 'HDOR – 100 Days of Running'. Operating as part of the Procam portfolio, the initiative aims to build consistent fitness habits over an 11-year legacy by offering a wider reach, a stronger platform, and increased accessibility.
Aligning with the Fit India vision, the programme invites individuals of all ages and fitness levels to participate through walking, running, cycling, or duathlons from any location. Registrations for the upcoming edition open on India's National Sports Day, August 29, 2026, via the official HDOR website. The 100-day journey will officially commence on October 10, 2026, and conclude on January 17, 2027.
The initiative arrives against the backdrop of rapid digital adoption in India, where over a billion people are connected to the internet. Procam noted that this connectivity allows technology to support everyday physical activity and address lifestyle-related health risks by making fitness flexible and inclusive.
Vivek Singh, Joint Managing Director of Procam International, stated that the programme focuses on building lasting habits through movement rather than short-term goals. He emphasized that participants can start regardless of their current fitness level, aiming to make physical activity accessible to every household.
As part of this year's rollout, The Akshaya Patra Foundation has joined as the exclusive Community Impact Partner. Operating as a direct implementation partner for the PM POSHAN program, the foundation will allow participants to contribute toward providing hot, nutritious meals to school children, supporting regular school attendance and development.
The platform is structured to remove traditional participation barriers, welcoming first-time participants, senior citizens, families, corporate groups, and running clubs. Participants are also encouraged to sponsor individuals who might otherwise lack the opportunity to join.
Founded in 1988 by Anil and Vivek Singh, Procam International has a long-standing track record in sports management, consultancy, and live television production. The company has conceptualised and promoted over 100 international events across disciplines such as distance running, cricket, football, and tennis. Its prominent distance running events include the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Tata Consultancy Services World 10K, and Tata Steel World 25K Kolkata.
"Procam International's relaunch of HDOR demonstrates how established sports management companies can leverage digital adoption to scale community-driven initiatives. By integrating accessibility with a social impact partnership alongside The Akshaya Patra Foundation, the initiative creates a sustainable framework that encourages long-term habit formation rather than short-term engagement. This business model effectively addresses modern lifestyle challenges while driving broad participation across demographics." — Dr. Shishir Gupta, Founder & CEO, StartupLanes
