The other side of sport — mastering manufacturing

To say that sports is an emotion in India is an understatement. Although cricket takes up most of the mindshare, the sports ecosystem in India is evolving rapidly with athletes such as Neeraj Chopra and Lakshya Sen bringing attention to the diversity in sports in the right manner. But besides viewership and athletes, the sports ecosystem comprises several key players that keep the growth engine running. One such important, but rather overlooked, component is that of sports goods manufacturing.

Sports equipment manufacturing, a highly labour-intensive sector, plays a significant role in the economics of sport. NITI Aayog and the Foundation for Economic Development (FED) have recently released a report on ‘Realising the export potential of the sports equipment manufacturing market in India’ that details the state of affairs. Culturally, India interacts heavily with sports, but the country contributes only about 0.5% to the nearly $50 billion global trade in sports equipment. This under-representation is not due to the absence of legacy or capability. Rather, it points to structural issues in the industry that have significantly hampered its ability to reach its full potential.