Sahara is to sponsor a nine-week festival aimed at celebrating India in South Africa and providing a platform for dialogue and collaborative work between local Indian and South African musicians, craftsmen, literary figures and dancers. 

The Shared Histories festival is facilitated by the High Commission of India, presented by Sahara and TATA Africa and sponsored by Sasol, Malti Herbs and FNB, with support from India Tourism, India Council of Cultural Relations, Rakhee Investments, Mabula Lodge, the Consulates of India in Johannesburg and Durban, and the High Commission of India Office, Cape Town.
Sahara sponsors a number of other high-profile initiatives, including long-term naming rights sponsorship of cricket and technology-supply agreements with Cricket SA, SA rugby and Mamelodi Sundowns Football Club, a number of schools and tertiary institutions.
The company also has a history of direct investment and trade with India. In 2004 the company entered into a joint venture partnership with Sahara India Pariwar to launch Sahara Computers and Electronics in India, which today generates a multi-million dollar turnover and has over 900 people on its payroll.
Atul Gupta, MD and chairman of Sahara Holdings, believes Sahara has an important role to play in helping to reinforce existing ties between South Africa and India.