Mumbai, India — August 1, 2026 — Unived today announced the signing of professional rally raid athlete Harith Noah to a one-year partnership. Noah, the first rider representing India to win a category at the Dakar Rally, has used Unived products in training and competition for close to a decade.
The partnership formalises a relationship that started long before either party had reason to expect one.
In 2018, Unived had just launched its Elite Gels and completed an overhaul of its Pre-During-Post range. In the run-up to an Ultra, an order came through from South India. It was from Harith Noah.
Consistent orders followed. Product questions turned into conversations, and those conversations turned into detailed work on how best to integrate fuelling and recovery protocols into a rally raid athlete’s training and race schedule.
Nearly ten years on, both parties have grown considerably. Noah wears the Dakar crown. Unived has earned its place within the global endurance community. What has not changed is Noah’s use of the products, or Unived’s commitment to working with elite athletes to fuel their physiological and endurance engines — improving performance, accelerating recovery, and closing in on that extra 1%.
Under the agreement, Noah will use Unived’s nutrition range across his training and race calendar and work with the company’s sports nutrition team on fuelling and recovery protocols built for the specific demands of multi-stage rally raid competition. He will also contribute to product development and feature in Unived’s athlete and education programming through the term.
“I’ve been using Unived since long before there was any agreement in place, and that’s the part that matters to me,” said Harith Noah. “Over the years, they’ve answered my questions, tested things with me, and helped me figure out what actually works in the conditions I race in. So making it official now feels less like starting something new and more like formalising something that’s been working for years.”
“Harith found us. That’s not something we take lightly,” said Amit Mehta, Founder & CEO, Unived. “He placed an order in 2018, kept placing them, and kept asking the kind of questions that made our products better. Nearly a decade in the making, this partnership feels natural, earned, and right — for both of us.”
About Harith Noah Harith Noah is a professional rally raid motorcyclist from Kerala, India. He became the first rider representing India to win a category at the Dakar Rally, taking the Rally2 class title, and has competed for India in some of the world’s most demanding cross-country rally events.
About Unived Unived is a plant-based sports nutrition and wellness brand engineered for endurance athletes. Its range spans pre-workout, intra-workout, and recovery nutrition, including the Elite Gels line, and is used by runners, cyclists, triathletes, and motorsport athletes worldwide