sign in sign up
<<
Home , Sport in India

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Sports Industry Development in : Opportunities, Constraints and Way Forward

Lunghar Jajo Ph.D Research Scholar Dept. of Economics, Presidency College,

Abstract: This paper provides an overview of the aspiring to excel in sports, and individuals associated sport industry development in India, highlighting the with sports and allied services. Sports sector is opportunities and constraints for sports development. increasingly becoming strategic business units for A thriving sports sector usually has significant socio- many corporate houses in India. economic impact, as it is instrumental in improving Government and Sports Federations in Sports the physical health and mental agility of a nation’s Department of Sports, human resources and in promoting unity and national schemes is geared towards creating the infrastructure pride. In fact, sport as an industry contributes to and promotes capacity building for broad-basing about one to five per cent to the GDPs of various sports. It is with the objective of achieving excellence countries. However, a lack of sports culture in India in various competitive events at the national and has deferred the formation of a similar industry in the international levels. Sports promotion is primarily the country despite growing awareness, interest and responsibility of the various National Sports successes in various non- sports such as Federations which are autonomous and receive , , , , hockey, , funding from government. , billiards, and at prominent international competitions. Sports industry is not a new sector in India but its formats have In addition, there are autonomous changed with the development of modern/corporate institutions under the Ministry of Youth Affairs and in India. Many large Indian corporates and foreign Sports, such as the Indian Olympic Association (IOA) investment have entered into this niche segment of and the Board of Control for (BCCI). sports. The Indian government is exploring the They work directly with their respective international possibilities of allowing FDI (foreign direct federations/organisations and run parallel to the other investment) in multi-brand retail in sports. departments under this ministry. IOA is affiliated to hosting a series of international sporting events, the International Olympic Committee (IOC), and is which are likely to boost the retail market. Many the governing body for 64 federations. It covers foreign sports industry have shown interest in almost all major sports except cricket, which is entering the Indian market. This paper analyses the governed by the BCCI. sports industry development in India against this Impact of Sports on Economy backdrop. Sports can make significant socio- economic impact on a nation and its citizens. It plays an important role in ensuring physical fitness and Introduction healthy lifestyle among the citizens of a country. It Sports have been full time profession for unites people from diverse backgrounds, hence many Indians over the ages. Society, kings and promoting peace and development. With the kingdoms patronized sports professionals, coaches Government providing numerous opportunities to and administrators, with public appreciation, sporting sportspersons, sports also promotes social resources and personal gains. As we proceeded in inclusiveness. The sports sector has the potential to modern era sports took a backseat. High growth make significant contribution to the economy. economy, rise of middle class with disposable income Though there is no study in India that assesses the and leisure time has shown revival of sports in India. socio-economic impact of the sector, a study Parents today support their children’s’ aspirations to undertaken by Sport England in 2013 highlights the pursue career in sports. Sports like Boxing, Formula significant contribution that it could make to a 1, Hockey, , , Shooting, Soccer, and country’s society and economy. The potential of sport Tennis, are enjoying record levels of success in India. in bringing about a positive social change is evident Sports are multibillion dollar industry across the from initiatives such as the ‘FIFA Football for Hope’ globe and nevertheless a highly respected career movement. This is a global movement that seeks to option. Sports sector is developing in India and provide visibility and support to various social presents exciting career opportunity for youngsters organisations that use football as an instrument in

Imperial Journal of Interdisciplinary Research (IJIR) Page 700

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

their social development programs. ‘Sport the Bridge’ in the Chess Olympiad at Istanbul in 2012 is another such initiative that lays emphasis on sport pedagogies to promote social inclusion among street 3. Indians won eight at Maribor, children in Ethiopia. Slovenia, in the World Youth Chess India’s economic growth potential, thanks to Championship 2012, including three gold a large young population, is of interest to the entire medals world. Inculcating a healthy sporting culture among 4. Parimarjan Negi won the Asian Continental its youth to build a physically and mentally sound Championship 2012 at Vietnam nation is integral in ensuring sustainable growth in SNOOKER AND BILLIARDS the future. As per a survey conducted by EduSports in 1. In the last 20 years, India has won the World 2011–12 covering more than 49,000 across the Championship five times country, obesity is increasing among schoolchildren 2. Pankaj Advani has eight world titles under in urban India with one in four in the metros and one his belt. He also won the gold for the in six in non-metros being overweight. According to English Billiards Singles event at the Asian the survey, about 39 per cent children do not have Games. He won the World Billiards correct Body Mass Index levels and about 20 per cent Championship in 2009 demonstrate signs of obesity. Nearly one in two 3. and 2012 children covered under the study have poor flexibility 4. Anuja Thakur won the WLBSA ladies world levels and body strength. It has been observed that billiards championship in 2005 and Chitra fitness levels drop sharply as children grow older, Magimairaj won the Australian Open highlighting the risk of an unfit generation. The Women in 2008 survey highlights lack of structured inclusive sports 5. India has performed well at the Asian curriculum as the primary reason for alarming obesity Games since 1982, winning a gold medal in and poor health levels apart from lack of proper each of the games. sports infrastructure and urban lifestyle. Source: Business of sports, kpmg.com/in Performance of India in Sports However, India lags far behind countries such as India is not considered a sporting nation and Australia, China, Japan, South , Russia, the U.S. lags in majority of sports. Its performance has not and some smaller countries such as Ethiopia and Cuba, stood out at international events such as the Olympic which have traditionally performed better due to their Games. However, at an international level India core competence in some individual sports like athletics excels in a few sports such as badminton, boxing, and boxing, respectively. India has traditionally cricket, tennis, shooting and wrestling. This demands performed better in the and a thorough analysis of India’s performance at recent than the Olympics and it has managed to sporting events to formulate a strategy for Olympics rank among the top nations. This may be attributed to 2020. the fact that less countries participate in these games Performance at international events than the Olympics and some of the top Olympic The country’s performance has not been up to the nations, such as the United States, People’s Republic of mark at various . India’s medal tally China (not part of the Commonwealth but takes part in has witnessed marginal improvement in the past few the Asian Games), Russia, Germany and France, do not Olympics Games, with the 2012 games being the best participate in these games. India’s performance at the so far for the country. India’s tally has Commonwealth and Asian Games has improved increased from zero in 1988 and 1992 to one each in the considerably over the years India has performed well in 1996, 2000 and 2004 Olympics. This was followed by certain non-Olympic sports as well, such as cricket, three medals in 2008 (including the first Olympic gold chess, snooker and billiards. medal for India) and six medals at the London Overview of the Sports Retail Sector in India Olympics 201211. With the high growth of the domestic market Table 1:1 Achievements of India in certain non- in India and recession in major sports markets such as Olympic sports the US and EU, global retailers and Indian CRICKET manufacturers are focusing on the Indian market. 1. Winner of in 1983 and Indian corporates who have ventured into retail in 2011 recent years have also diversified into sports retail. 2. Winner of World in 2007 and Sports retail is a niche retail segment in India and at 2013 ICC Champions Trophy Chess present, the sports retail market is small. There are no CHESS official estimates of the total retail market and 1. has won the World estimates given by different consultancy Chess Championship five times (2000, 2007, organisations vary. According to one estimate, the 2008, 2010 and 2012) total size of the Indian retail market was $372 billion 2. Indian women’s chess team finished fourth in 2008, of which sports retail was around three per

Imperial Journal of Interdisciplinary Research (IJIR) Page 701

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in cent. However, its share in organised retail was to boost the industry and increase sports awareness. around 10 per cent. Estimates of the sports In addition to this, sports promotion, training and goods/equipment manufacturing industry is available infrastructure and exports of sports goods are now from SGEPC, which shows that the industry has been focus areas for the Indian government. There are growing at an average annual rate of around 10-12 other factors that have contributed to the growth of per cent in the past five years. Over the years, India sports retail. Prior to the liberalisation of the 1990s, has developed as a sourcing hub for sports goods and the main support for Indian sports used to come from the focus of the manufacturing sector has been on public sector organisations such as the Ministry of exports. The size of the domestic market is small Railways, Air India and Indian Airlines, and the because Indian society is education-oriented and Indian Defence Services, especially after Indian sports are treated as a distraction from education. industries were nationalised in the 1960s. There were Sports are still not treated as a means of livelihood; only a few private sponsors like the Tata Group. instead, it is still considered a source of These organisations reserved jobs for sportspersons entertainment. This has led to low sports participation and provided training and other facilities. India is levels. There are other barriers such as the non- among the largest sports goods manufacturers in Asia availability of infrastructure and the inability to pay after countries like China and Japan. Although its for facilities and buy sports products. However, of share in global trade is only around one per cent, it is late, Indians are spending more on sports goods. a niche player in manufacturing. For instance, Although sports are still treated as a recreational inflated balls produced in India are largely activity, recreational consumption in India is handstitched and, therefore, have better bounce than growing. It is projected to grow at the rate of 8.9 per the machine-stitched balls from China; this gives cent per annum from $1 billion in 2005 to $6 billion them an advantage over China in European markets in 2025 (Figure 1.3). With an increase in incomes, where hand-stitched balls are preferred. The country there has been a decline in the consumption of food has a comparative advantage in low-cost, skilled and basic necessities, and, if India continues with its manpower vis-à-vis developed countries like the US high growth rate, recreational spending will grow. and Italy, which enables it to produce sports goods of Fig: 1.3 Annual Spending on Recreational international standards at a lower cost. Global brands Products and Services such as Reebok, Adidas, Puma, Wilson and Yonex are sourcing their products from India. Retailers entering the sports segment can source many products from the domestic market. The Indian retail sector is undergoing liberalisation and the sports retail sector has been a part of this change. The retail formats in sports have changed in the post-1991 period. Earlier, sports equipment and toys were sold through family- owned, single-shop outlets, sports apparel was sold by apparel retailers and shoes by footwear retailers. Hardly any outlets provided sports apparel, shoes, equipment and accessories under one roof. After 1995, the retail industry in India underwent massive changes, moving from family-owned, one-shop businesses to corporate retail. This has affected sports retail. A large number of Indian corporates such as the Future Group and Reliance Retail Limited have entered sports retail and some family-owned The growing awareness of the urban middle businesses have grown from a single shop to multiple and high-income population about fitness has outlets. With the growth of modern retail, foreign indirectly boosted this sector. With the increase in brands have entered the Indian market. levels of education, international travel and exposure Government Policies and Schemes through cable television, the internet, etc., Indian This section discusses government policies consumers are becoming more health-conscious as is related to the sports sector, retail sector and sports evident from the growing number of health clubs, product manufacturing. gymnasiums and fitness centres. With global Policies on Sports integration, the culture of the workplace is changing; Government policies can help to promote many Information Technology (IT) and multinational sports and, in turn, create demand for sports products. companies have in-house gymnasiums or sponsor In 1954, the Indian government took the first step to their employees for fitness activities like promote sports by creating the All India Council of gymnasiums, golf, and . Further, India is hosting Sports (AICS). However, sports policy started a series of international sports events, which is likely receiving serious attention during the 1982 Asian

Imperial Journal of Interdisciplinary Research (IJIR) Page 702

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Games in New . In the same year, the survey, multi-brand retailers like Planet Sports and Department of Sports was created under the Ministry brand retailers like Nike and Reebok pointed out that of Youth Affairs and Sports. In 1984, the National schoolchildren constitute a big market for sports Sports Policy was announced to develop a conducive products; if they like a brand, it stays with them policy framework for sports in the country. The throughout their life. Brands, therefore, tend to work policy emphasised the development of sports closely with schools to get their product approved – infrastructure and making sports and physical even as a part of the school uniform; for instance, in education an integral part of the students’ curriculum. the past, most school shoes were supplied by Indian To achieve this objective, the SAI was set up to brands, but now brands like Reebok supply school oversee all matters related to sports promotion and shoes and equipment. Brands have come up with management. The responsibility was entrusted to the competitive pricing strategies to get businesses from state governments with some financial support from schools. In the past, Indian schools emphasised the central government. Development of sports in academic education; however, some schools now rural areas received priority. The policy also focus on all-round development, which includes emphasised the need for harmonious and co-ordinated sports and fitness, and extracurricular activities along action between the government and other agencies. with education. The CCE system has increased the The Comprehensive Sports Policy (2007) retained the focus on sports. The government has also categorised same focus, but recommended including sports in the school and university games under the ‘priority’ ‘’ instead of the ‘’. Although sector for sports promotion. School-level sports the linkage between sports and tourism has long been competitions include events at the intra-school, inter- recognised in other countries, the policy made this school, zonal, district, state, national and international link for the first time in India. From time to time, the levels. However, few participants represent India at government introduces schemes to promote sports the international level. The School Games Federation and games in school and colleges, develop of India, an independent body recognised by the infrastructure in rural schools, train people and Ministry of Youth Affairs and Sports and the Indian mobilise resources. These schemes include the Olympic Association, is the core federation for sports National Sports Talent Contest Scheme, launched in at the school level. Some key activities of these 1985, to give training to talented young children in federations are to organise sports events, set up the age group of 14-18 years. The government coaching camps, maintain records of the participants introduced the Panchayat Yuva Krida Aur Khel and select teams for international events. In 2007-08, Abhiyan (PYKKA) during the Eleventh Five-Year the federation organised 42 national school sports Plan (2007-2012) under which a grant of Rs. 40 competitions in which 31,000 players participated million ($1 million approximately) was allocated to from across the country. the Ministry of Youth and Sports Affairs for the promotion of sports and games in schools, colleges Status of Selected Sports in India and universities during the year 2010-11. The In India, a wide range of sports are played, Ministry of Human Resource Development has but sponsorship, fan following, and retailer recently introduced the Continuous and involvement differ. While some sports are treated as Comprehensive Evaluation (CCE) system in competitive sports, attracting viewership and secondary school education to be executed by the sponsorship, others are played for leisure or fitness. Central Board of Secondary Education (CBSE). Some like and are niche sports that Under this system, schoolchildren in the 10th are located in specific places (northern India), while standard will be evaluated on their others such as cricket and football are played across performance/participation in sports activities/events the country. The Indian government recognises sports in addition to their academic performance. A few like cricket and football, but not motor sports. sports have been listed for the schools to develop the Table 1.2: Top 10 Sports by Participation concomitant infrastructure to implement this scheme. (in Per cent) This will enable a strong link between education and Sports Sports Sports Sports sports, thereby promoting sports at the grassroots 2001 2003 2005 2007 level and facilitating human resource and Cricket 9.9 Cricket 7.5 Cricket 8.9 Cricket 8.8 infrastructure development. At present, 100 per cent Chess 3.5 Badminton Badminton Chess 4.5 FDI is allowed in sporting activities through the 3.0 2.9 automatic route. FDI is prohibited in lottery, Badminton Chess 2.3 Badminton gambling and betting. This implies that a foreign 2.9 1.9 3.5 entity or a foreigner can own clubs, teams, etc. in Cycling Football Football India. 2.6 1.7 1.9 2.0 Schools, Colleges, Clubs, etc. Football Cycling Volleyball Cycling School, colleges, clubs and academies are 1.4 1.6 1.5 2.0 bulk purchasers of sports products. During the

Imperial Journal of Interdisciplinary Research (IJIR) Page 703

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Athletics Athletics Running Football Reebok, Adidas and Nike, promote . 1.4 0.9 1.4 1.6 The Union of European Football Associations Bowling Swimming Athletics Bowling (UEFA) has identified India as an emerging market 1.3 0.9 1.2 1.6 for the game. Manchester United Food and Beverages Swimming Tennis 0.8 Tennis 1.0 Running (Pte) Limited has opened Manchester United Café 1.2 1.4 Bar in that will also telecast football matches Tennis 1.1 Bowling Fitness 1.4 and other sports events. 0.7 0.9 (c) The national sport of India is hockey and the Table Table Swimming Swimming country won many international awards prior to the Tennis 0.8 Tennis 0.6 0.8 1.3 1980s. After the 1980s, India’s performance in this Source: Compiled by the authors from Fry, A. et. al game deteriorated and due to poor performance in (2008), Appendix 4.7, pp. 57-58. international events, viewership and sponsorship have been adversely affected.34 In 2010, India hosted the The overall level of participation in Hockey World Cup and companies such as Hero competitive sports is low – around one per cent of the Honda Motors Limited, Coca-Cola Limited and Indian population participates in competitive sports or brands such as Reebok have sponsored national and plays any type of sport regularly. However, the international hockey events. The Indian Olympic popularity of and participation in different sports Association is now trying to improve the quality of keeps changing, but sports like cricket, badminton, the game. At present, the bulk of the equipment is chess and football are constant favourites. The top 10 manufactured domestically. International sourcing of sports by participation are given in Table 1.2. There equipment is limited but, of late, equipment is being have not been any major changes in the status of sourced from countries like China. sports in 2008 with cricket still holding the most Individual Sports prominent position. Although there are linkages (a) Tennis is an upcoming sport in India and between popularity and participation, participation one of the most popular sports in the individual sports may be low is some sports which Indian like to watch category. India’s rank among international tennis on television. For instance, motor sports have high players is low; the performance of Indian players has television viewership but not participation. Similarly, not been good in individual matches, but they seem to sports like boxing and shooting have gained do well in doubles tournaments. The All India Tennis popularity after India won medals at the Beijing Association (AITA) is trying to promote this sport in Olympics in 2008; however, the level of participation India. The equipment is manufactured locally in is low. With increasing health consciousness, running sports hubs like Meerut and , and is also and fitness have become popular and participation imported from countries such as China and the US. has increased. In a tropical country like India, The quality of foreign brands is considered to be swimming is a popular sport but it suffers from lack better than that of local brands and federations use. of infrastructure; also, this is a seasonal sport in many This sport has suffered due to poor management by parts of India. the federation, lack of infrastructure and training, lack Team Sports of coaching and management assistance, outdated (a) Cricket is the most popular sport in terms of technology, and lack of sponsorship. international participation, viewership and sponsorship. It brands for important events. Tennis is a popular sport contributes to 80-90 per cent of the total sports in terms of viewership. Many national and revenue. It is played in a variety of formats (test international companies sponsor this sport including matches, one-day, twenty-twenty, etc.). The bulk of sports brands like Lotto and Reebok. the equipment for this sport is manufactured locally (b) Badminton is not a very popular racquet in cities like Jalandhar and Meerut. International sport in India, unlike in countries like China and brands such as Reebok have re-oriented their . India’s global ranking is low and there is strategies in the South Asian region and are limited interest among the younger generation. The sponsoring cricket. Cricket has contributed to the sport requires minimal infrastructure and is treated success of many sports brands like Reebok, Adidas often as a fitness activity. There are only a few and Nike in India. badminton stadiums and a few clubs and academies (b) Football is the second most popular team sport in India. The bulk of the equipment is sourced after cricket. India is a manufacturing hub for locally. India is a manufacturing hub for racquets and footballs, but the country does not have any strong shuttlecocks. Indian players who participate in indigenous brands. For all major events, footballs and international tournaments use only internationally other equipment approved by the Fédération certified equipment and local manufacturers cater to Internationale de Football Association (FIFA) are domestic events, state tournaments, training camps, used. In recent years, there has been an increase in etc. As of now, this sport has received limited sponsorship, and broadcasters have shown an interest sponsorship. in telecasting this game. Top sports brands, like

Imperial Journal of Interdisciplinary Research (IJIR) Page 704

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

(c) Chess is said to be a descendant of the started selling motor sports clothing, accessories, etc., game, , which was popular in ancient in their stores. India. This game achieved national status only after (c) Boxing is largely concentrated in small independence and in 1951, the All India Chess towns and rural areas of India and is treated as a Federation (AICF) was established. Chess is a game for the common man. It gained recognition popular game in terms of participation and India’s after Vijender Kumar won the medal in the global rank in this game in good. The country is Beijing Olympics of 2008. In 2009, India did well at rapidly emerging as a chess powerhouse, with a the World Boxing Championship in Milan. India is growing number of international grandmasters. also among the top countries in women’s boxing. The Viewership and current sponsorship is low as it is a International Olympic Committee has approved slow game. However, during the survey, it was women’s boxing as a new event for the 2012 London pointed out that the prospects for future sponsorship Olympics. However, due the lack of viewership and are good. Chess is a popular game in Indian infrastructure, the sport did not get the attention of households and Indian parents like their children to sponsors until recently. With the strong performance play chess – but the retail options are limited. of Indian boxers, sponsors have become interested in New/Niche Sports this sport. For international events, the federation (a) Golf is a fast growing, sport in urban uses international brands such as Adidas, Top 10, and India and is largely treated as a recreational sport. Everlast. However, for national-level training camps The global golf industry is valued at $7 billion (€4.8 and tournaments, they procure local brands billion). In India, the industry is currently valued at manufactured in Jalandhar and Meerut. India is a Rs.750 million (€12 million) 36 and during the manufacturing hub for boxing equipment. survey, it was pointed out that it is likely to grow at Leisure and Fitness Activities around 25 per cent annually. The inclination towards Indians are now increasingly realising the this sport has increased with growing corporatisation importance of health and fitness. The reasons for this and the construction of private golf courses in places are changes in lifestyles, the multi-national work like Gurgaon and (in the National culture, changing work patterns (for example, Capital Region), which is permitted as part of Special nightshifts in BPOs (Business Processing Economic Zone (SEZ) development. Golf equipment Outsourcing)), workplace stress, changed eating is largely imported from countries like Japan, habits and lifestyle-related diseases like backaches. Malaysia, the US and UK. Few Indian companies This is forcing the younger generation to take up manufacture golf equipment (one exception is Mayor some form of fitness activity and the number of International Limited which manufactures golf balls) gymnasiums, yoga centres, and aerobics centres is and there are hardly any Indian brands in this growing. The fitness equipment industry has segment. Indian golfers are doing well in witnessed significant growth; the market was international events and many international golf estimated to be around Rs.12.5 billion in 2008 and is brands such as Greg Norman Collection (golf expected to reach Rs.63.3 billion by 2012.38 The apparel) and Callaway have a presence in India. end-users include individuals using fitness equipment (b) Motor sports is a niche sport in India at home and institutions like health clubs, corporate since the cost of infrastructure, equipment, etc. is houses, etc. 37 has not achieved “sports very high. In fact, during the survey, SAI pointed out status” in India. This means that it is not recognised that the cost of organising one motor sports event is as a sport and, therefore, does not fall under the equal to the annual budget of the SAI. The purview of the Ministry of Sports and Youth Affairs. government is not keen to fund this event; it is 38 SGEPC (2009) considered a leisure and entertainment activity by the (a) Swimming is seen as a leisure and Ministry of Youth Affairs and Sports. Nonetheless, fitness activity rather than as a competitive sport in motor sports enjoy significant private sector India. It is a seasonal sport (April to October). There involvement, corporate sponsorship and viewership. are a few government swimming pools, but most There are only two racing tracks in India, both built swimming facilities are in recreational clubs, hotels with corporate initiative. Most motor sports clubs are and apartment complexes and a few academies. The corporate owned and events are sponsored by performance of Indian swimmers in international corporates like JK Tyres and Industries Limited and events used to be good, but it has deteriorated due to Ford India Private Limited. Most of the equipment lack of scientific training methods, inadequate used in this sport is imported. During the survey, it infrastructure and poor maintenance of existing was pointed out that Indians prefer to watch fast and infrastructure. The swimming federation is not very adventurous sports on television and viewership of forthcoming. Recently, foreign brands like Speedo this sport is increasing. As a result, the popularity of have entered the Indian market through multi-brand motor sports is growing among the younger retailers like Planet Sports. Puma and Reebok have generation. Some sports brands like Puma have also forayed into swimwear and luxury brands like Gottex and Ralph Lauren have entered the Indian

Imperial Journal of Interdisciplinary Research (IJIR) Page 705

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in market. Local brands are also doing well. India is a population. There was an increase in the budget manufacturing hub and exporter of swimwear and the allocation for sports during the years from 2005 -10, manufacturing clusters are located in Mumbai, the due to the commonwealth games, for the construction NCR (National Capital Region) and Meerut. of required infrastructure and organising the games. (b) Gymnasiums have become common in After the completion of the games, the budget large Indian cities. There are gymnasium chains like allocation to sports for the year 2011-12 was reduced Talwalkers, FitnessOne, Body Care and VLCC massively by almost one-third. In addition to Health Care Limited. Some high-income households governmental sources of funds, efforts are taken to have their own gymnasium equipment like treadmills mobilize the resources from nongovernmental and exercise cycles, but the fast-selling products are sources. National Sports Development Fund (NSDF) low-value fitness products like skipping ropes and was instituted by the Central Government in 1998 lightweight dumb-bells. In the past, the low-value with a view to mobilizing resources from fitness products were largely unbranded and sold nongovernmental sources, including the through traditional retailers but of late, brands like private/corporate sector and non-resident Indians, Reebok have entered this segment. These are mainly with government providing matching grant, for the manufactured in India, whereas equipment like promotion of sports and games in the country. In treadmills is often imported. In the past, equipment order to make contributions to the fund attractive, was sourced from developed countries, but now the 100% exemption from income tax is available on all bulk of the equipment is sourced from developing contributions. International Journal of Sport countries like China and Taiwan because they are Management, & Tourism price-competitive. Fitness equipment is sold mainly 2. Integrated approach to policy development through multi-brand retailers and through non-store Development of sports and promotion of formats like telemarketing. Some fitness centres such excellence, including performance at the international as VLCC and Body Care offer a complete health, level, is a highly complex and multi-dimensional beauty and fitness package. Sports brands like subject. There are many stakeholders and Reebok and Adidas are coming up with fitness components, needing to be woven into an integrated equipment, such as balls and exercise system of clearly identified activities, roles and mats and complete fitness and gymnasium kits. responsibilities of the key players, on the one hand, (c) Yoga is the traditional Indian fitness and systematically putting in place the requisite activity. Indians are adopting yoga as part of their facilities and support systems and processes, on the daily lives. There are now dedicated television other. It is more important to have a effective channels for yoga. Many lifestyle magazines like communication system and clear task descriptions. Femina advertise yoga as a health and fitness tool. According to Oakley and Green (2001a) and Institutions like Patanjali Yogpeeth and retail chains Clumpner (1994), it is especially important to teach yoga and sell ayurvedic products. Yoga is now delineate clearly the responsibilities of different taught in Indian schools and the numbers of yoga agencies; to ensure there is effective communication instructors is increasing. Yoga does not require any between them; and to simplify administration. In special dress or equipment. However, some foreign India, the Department of Sports under the Ministry of brands like Adidas have introduced special yoga Youth Affairs and Sports is entrusted with the mats. development of sports and at the Other Sports/Activities national level. The Ministry is headed by a Minister There are other sports like skiing, yachting and ice- of state (Independent charge). While as state subject, skating that fall under adventure sports. In India, only sports development comes within the purview of the a few people pursue these as competitive sports. states up to the state level; at the national and These are linked to the tourism industry and international level, (including meeting international government initiatives for these sports are limited to treaty obligations), it falls within the realm and remit tourism generation. There is limited promotion of of the Union Government under its residuary powers. these activities at the national and international levels. With reference to competitive sports and promotion Analysis of Indian sports system of excellence at the national, international levels, the Financial Support responsibility for development of different disciplines Financial support refers to public rests primarily with the National Sports Federations expenditure on sport at national level – that is, (NSFs) of each sport. These sports federations are expenditure derived from central government and registered autonomous organizations and are other nongovernmental sources. Shaw and Pooley affiliated to Indian Olympic Association (IOA). The (1976) discovered that economic factors are more National Sports Federations (NSFs) are fully important determinants of sporting success in responsible and accountable for the management, developing nations than in western nations and direction, control, regulation, promotion and socialist nations. The expenditure on sports in India is development of the sports discipline. The NSFs meagre in comparison to the proportion of the young prepares Long Term development Plan and submits

Imperial Journal of Interdisciplinary Research (IJIR) Page 706

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in to the Government. The funds are sanctioned to the disciplines. In addition, sports talents in the tribal, NSFs based on their LTDPs. Sports Authority of coastal and rural areas are also tapped and groomed India (SAI), which is the apex body of sports under the scheme of Special Area Games (SAG). administration, provides the necessary support to Finally, the talent so groomed and sieved is finetuned NSFs for the identification, training and coaching of through Centres of Excellence (COE) by providing sportspersons, including provision of infrastructure, specialized coaching in state of the art playfields of equipment and such other assistance as may be international standards thus increasing availability of agreed to under the LTDPs. international level players and widening the choice 3. Participation in sport for selection of National teams. In addition, SAI, Although the relationship between sport for through its Training of Elite Athletes and all and elite sport is often difficult to explain, most Management Support (TEAMS) Division, provides top athletes originate from grass roots participation. support to NSFs by way of coordinating their Long Even though a broad base of sport participation is not Term Development Plans (LTDPs), and providing always a condition for success, but it may influence logistical and training support(Annual Report 2009- success to a large extent because it provides a supply 10). In this role, a number of activities are being of young talent and the opportunity for training and carried-out by SAI out of funds provided to them by competing at various levels of ability. One of the the ministry. important factors leading to the continuous decline in 5. Athletic and post career support India's performance in international sports arena is The logical extension of the talent the total lack of sports consciousness and culture in identification and development phase is the the country at every level. Sports have come to be production of elite athletes capable of competing at regarded as a burden at the grass root level and the the highest level. Many athletes who have the common perception is that sports are at the cost of potential to reach the top do not reach it. In only a academics. The national and state policies do not few sports can athletes make a living from their envisage sports as an integral part of human resource earnings and pay for all the costs they incur. development. Sports are also not regarded as a crucial Therefore some countries provide financial support input of the educational process. The result is that for athletes to meet their living costs and support teachers, as well as parents, try to discourage sports. programs to give them access to the services needed The traditional belief is ‘Games and plays ruin your to help them realise their potential. Finally, athletes career whereas education makes you a great man’. also need to be prepared for life after sport whilst This, in fact, summarises the Indian attitude towards they are still engaged in their athletic career. sports. The Parliament Standing Committee on Incentives and awards, financial and others, not only Human Resource Development in (2006) studied a provide recognition and social security to wide range of issues concerning Sports and identified sportspersons, but also motivate others to take up that the lack of sports culture in the country and the sports with interest and seriousness. In India, there non integration of sports with the formal education are incentives/rewards even for the talented and system as some of the major factors responsible for outstanding sportspersons including the former the dismal scenario in sports. It emphasized the need sportspersons. The union government, the state for bringing about reforms in sports management and governments, public sector undertakings and governance in order to make it more dynamic, corporates do offer job opportunities for the responsive, responsible and result-oriented. sportspersons but these are not attractive. The Sports 4. Talent identification and development system Talent Search Scholarship Scheme was launched in The Standing Committee on Human 1970-71 with a view to assisting talented young boys Resource Development in its One hundred and Eighty and girls, for their outstanding performance in sports. Fifth Report (2006) on India’s performance in This scheme aims at recognizing achievements of international sports made wideranging observations young sports persons showing outstanding and recommendations, including the need for performance at national and state levels. It aims at scouting talent at an early age and select them on assisting the sports persons so that they can afford scientific basis. SAI is implementing various schemes nutritious diet, sports equipment etc., and pursue for spotting and nurturing of sports talent and the sports as a career. In view of the prevailing social promotion of sports in the country. The SAI scouts conditions restricting participation of women in sports talent right from sub-junior levels viz. children sports, the scheme also extends special assistance to at the tender age of 8 years onwards through its women for pursuing sports and physical education. Schemes of National Sports Talents Contest (NSTC), 6. Training facilities Army Boys Sports Company (ABSC) and SAI Training facilities are an important success Training Centres (STC) by conducting talent contests factor enabling athletes to train in a high quality at district levels etc. and then nurtures them by environment. Facility provision also provides a link providing them with all facilities including between participation and excellence. SAI has six specialised coaching in the respective sports regional centres and five sub-centres for preparing

Imperial Journal of Interdisciplinary Research (IJIR) Page 707

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in

Indian teams for Olympics and other international agency on the number of years of experience. At competitions (Annual Report 2009-10). Apart from present, the coach enters into service with a particular this, states have their own sports infrastructures. qualification and retires with the same. There was no There was a scheme for development of sports policy with regard to training of the coaches and that infrastructure in the states, in which the central only a handful of coaches were repeatedly being sent government and the sponsoring agency in the state for foreign exposure. SAI is designing some short and contributed funds in the ratio 75:25 (90:10 for the long duration refresher courses for the in-service North Eastern states). This helped in raising quality coaches. There was no policy with regard to training sports infrastructure in many far-flung areas of the of the coaches and that only a handful of coaches country. Sadly, this scheme was discontinued on 1st were repeatedly being sent for foreign exposure. April, 2005. As a result, there were many partly 8. International competition completed sports infrastructure in the states, which Athletes need to measure their progress deserved further funding for completion. The state against rivals by regular exposure to the pressures of sports ministers unanimously desired re-introduction international competition. It has been seen that the of such a scheme and strongly endorsed the organisation of international events in the home Ministry’s efforts during their second annual country has a positive effect on international success. conference in 2009. Ministry has taken further action India has, of late, been positioning itself as an to introduce a new centrally sponsored scheme for important host country/destination for organizing a sports infrastructure in urban areas, and an amount of variety of multi-discipline, mega, international sports 23 million euros has been provided for it in the 2010- events. After holding the Afro-Asian Games in 2003 2011 budget. The objective of the new scheme is to at , the World Military Games are held at create sports facilities in urban areas and installing of Hyderabad in 2007, the Commonwealth Youth synthetic surfaces to familiarize the players with Games held in in 2008, followed by the main modern sports facilities right from the beginning of Commonwealth Games, 2010 in Delhi. On more than their sporting career so as to equip them with one occasion, the aspiration to host the Olympic appropriate skills and training, necessary for Games in India has also been expressed at various participation in international competitions. levels. Hosting of such mega events has a great value 7. Coaching provisions and coach development in terms of projecting the status and position of the There are about 15,000 National Institute of country in the comity of nations, and the legacy, in Sports-trained coaches in the country. Out of them terms of development and up-gradation of sports and only 1800 have been employed by the SAI and nearly urban infrastructure, together with a variety of other 3000 are working with States and other organizations socio-economic spin offs. Moreover a major legacy such as Railways, Defence Services, paramilitary and aim behind the organization of such games has to forces and in schools and colleges (Sahoo 2002) . The relate to development of a sports culture and facilities NIS conducts certificate courses and diploma courses all across the country, and a significant improvement in coaching at its academic wings of SAI. The need in the levels of excellence, in terms of performance and demand for coaches have grown up sharply. and medal winning abilities of our sportspersons at However, no fresh recruitments for coaches have the national and international levels. been made since then. As a result, there was acute shortage of coaches in the SAI. Efforts are being 9. Scientific research made to increase the number of coaches in SAI Scientific research concerns the systematic through immediate engagement of 100 coaches on gathering and dissemination of scientific information contract basis, to mitigate the crippling shortage. in areas such as talent identification and development, Efforts are being made to add another 200 coaches medicine, nutrition, psychology, physiology and expeditiously on contract basis, to strengthen SAI biomechanics. These factors were typical in the training programs. The National Coaching Scheme, former communist nations and are key elements in run by SAI, is a major source for meeting the the Australian Institute of Sport(AIS). Various requirements of coaches in various parts of the Standing Committee Reports in India found that the country. Under the scheme SAI provides coaches to scientific backup to the development of sports at most States/union Territories based on their requirements. of the places was in a rudimentary stage and at others, Coaches are also made available to universities, it was virtually non-existent. The Committee noticed various agencies like sports federations and that the sports medicine was also not being given any associations, SAI regional centres, and in house priority in India. Moreover, there is no dedicated training centres and to district coaching centres and research centre for sports in India. A communication state coaching centres. There is no system of network to disseminate scientific information to accreditation and grading of coaches and physical coaches and NGBs and the integration of academic educators appropriate for different levels such as research with sports practice is lacking. The basic, intermediate and advance and super level. The committee emphasizes that due attention and priority grading of coaches is done only by the employing must be given to these disciplines by all concerned. It

Imperial Journal of Interdisciplinary Research (IJIR) Page 708

Imperial Journal of Interdisciplinary Research (IJIR) Vol-2, Issue-12, 2016 ISSN: 2454-1362, http://www.onlinejournal.in recommends that the services of good sports Research On International Economic physiotherapists, psychologists and sports medicine Relations. experts be made available to our players all the times at all the centres. In a major initiative to cater to the 2. Business of Sports, “Shaping a Successful back-up mechanism of athletes overall performance, Innings for the Indian Sports Industry”, A the government recently announced the establishment Report: kpmg.com/in of National Institute of Sports Science and Medicine(NISSM)at a cost of 31million euros. 3. Marianne Meier, Gender Equity, Sport and Conclusion Development, Working Paper, [email protected] Swiss Academy for The Government of India has been taking Development various steps and initiatives to promote good governance practices in the management of sports at 4. Nandakumar, T.R, MPT, Jaspal Singh the national level in pursuance of successive National Sandhu M.S, Factors Influencing Sports Policies. But, the inaction on the part of the International Sporting Success- Government in implementing and enforcing its own An Analysis of Indian Sports System; guidelines contributes to the backwardness of the International Journal of Sport sports sector. The basic cause to all the problems is Management Recreation & Tourism, the low expenditure on sports. The lacks of funds Vol.14, p.13-31, 2014 © 2014 prevent the effective implementation of various I.J.S.Ma.R.T. All rights reserved. ISSN: policies. Moreover, most of the national sports 1791-874X, To link to this article: federations are completely dependent on the http://dx.doi.org/ DOI: 10.5199/ijsmart- government funds for their activity. The allocation to 1791-874X-15b sports by the government is meagre, as it allocates most of its funds for the social sectors, which is more important a developing country like India. In the present scenario, it would be difficult for a country like India to massively increase its budgetary allocation to sports. However, financial supports could be obtained through sponsorships by popularizing the sports and increasing viewership in the country. In spite of having numerous talent identification schemes as mentioned above, the lack of an extensive and organized playing base has been rightly identified as one of the main reasons for India's poor sporting standards. The analysis of Indian sports system on the critical sporting factors shows that the country is an interesting case of underachievement, given its large proportion of young population. The present analysis clearly portrays the current standing of Indian sport system on these critical factors and the necessary steps that need to be taken. The Indian Government, in the post 2001 period, has taken various initiatives towards sports sectors. The results of such policies are visibly evident from the country’s relative performance in the recently concluded Olympic Games, Commonwealth Games and Asian Games. Considering the huge population base, there is a need for intense efforts to take the Indian Sports to new higher levels.

References

1. Arpita Mukherjee, Ramneet Goswami, Tanu M Goyal, Divya Satija; 2010, Sports Retailing in India:Opportunities, Constraints and Way Forward, Working Paper No. 250, Indian Council For

Imperial Journal of Interdisciplinary Research (IJIR) Page 709