smri_tit_01The game is changing

Sport is regarded as one of the largest industries globally in terms of employment and revenue. The Business of Sports is a multi-billion dollar global industry propelled by enormous consumer demand. The sports business means many different things to different people. This is a truly global industry, and sports stir up deep passion within spectators and players alike in countries around the world.

But in past, it was just a loss-making affair in India. Now, sport is going to be the next big industry in India. In developed countries, sports contribute around 2 to 4 per cent of total employment. It includes a variety of career profiles such as athletes, coaches, trainers, event managers, public relation officers, Coordinator of sports organizations, Marketing Consultant, Program and Facility Manager, Professional Sports Promoter, Sports equipment and product sales, Sport Event Planner and Manager and Sports Sponsorship Specialist.

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Today, sport’s contribution to India’s total employment is just .05%. The great initiatives such as the Indian Premier League (Cricket), Hockey India League, Indian Badminton League, Prokabbadi, Indian Super League (Football) and professionalization of Heritage sports events such as Goti, Gilli Danda, Lagori, Kilithatt, Gatta Gusthi are changing the old face of Indian sports. Once, we believed that only cricket will succeed in India. But the above-mentioned initiatives have shown Indians, a world of sports beyond cricket. These initiatives prove that sports have a future in India as a business.


The growth and development of the Indian sports industry are creating opportunities for management professionals in a wide variety of settings. Boosted by initiatives such as professional leagues of developed sports, commercialization of underdeveloped sports, professionalization of heritage sports and increased corporate sector investments, the sports industry expects faster growth in a shorter time frame. It has the potential to overtake IT and related industries before 2020 in every aspect.

The job opportunities the above-mentioned initiatives created and going to create are enormous. New sports initiatives require professional human capital to speed up their growth. But in India, the availability of professional sports managers are less or minimal. The government of India takes initiatives to make India a sports superpower. It will not be realized without professional sports managers.

The Indian sports industry has an impressive growth prospect even if its fundamentals are not solid. Professional sports managers can only bring a solid foundation to India’s sports industry.

Sports Goods Industry in India

The sports goods industry in India is nearly a century old and has flourished due to the skills of its workforce. Being labour-intensive in nature, the industry provides employment to more than 500,000 people. The nucleus of this industry in India is in and around the states of Punjab and Uttar Pradesh.

  • Jalandhar in the state of Punjab and Meerut in the state of Uttar Pradesh account for nearly 75 per cent of total production.
  • Together, the two towns house more than 3,000 manufacturing units and 130 exporters.
  • The Indian sports goods industry also has a presence in the cities of Mumbai, Kolkata and Chennai, albeit at a lower scale.

Exports – A Momentous Growth

India’s share of the global sports goods export market is expected to grow manifold, with the country establishing the credibility of its goods in the international market. Indian sporting goods are well known around the world and have made a mark in the global sports goods market. The industry exports nearly 60 per cent of its total output to sports-loving people the world over.

  • The sports goods market in India was valued at US$ 2 billion in 2012-13. The market is growing by 35-40 per cent a year and is expected to reach US$ 3.6 billion by 2015. The growth is expected on account of increasing awareness about health and fitness in the country.
  • India exported sports goods worth around US$ 256 million in 2013-14 as compared to US$ 214.95 million in 2012-13 and registering a growth of about 19 per cent.
  • The major items to be exported during 2013-14 includes inflatable balls, cricket bats general exercise equipment, sports nets and protective equipment for cricket.

The most interesting factor is that the land of Sports Engineering, United Kingdom is the major importer of Indian sports goods. It shows India’s ability to grow as a sporting superpower.


Kerala is a major sporting state of India. But, the sports industry is not yet developed in Kerala. We have a great prospect in the sports industry due to various factors like sports-loving people, highly educated workforce, and availability of basic infrastructures like electricity and raw materials and the scope of MSEs. If the Kerala government can support the sports industry like the IT sector, Kerala can compete with Jalandhar and Meerut in a big way.

Moreover, the opportunities in sports never restrict to sports goods manufacturing. The following figure will illustrate the unexploited opportunities in the sports industry.

SMRI (Sports & Management Research Institute) explores this opportunity to strengthen the Indian Sports Industry by creating excellent sports management and sports engineering professionals.

We invite you to be part of the emerging big industry in India- Sports. Play-Learn-Work-Invent.

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Read More Reports

1. Business of Sports- Shaping a Successful Innings for the Indian Sports Industry- Report by KPMG & CII.

Click Business-of-Sports-KPMG to download pdf report

2. Changing the game- Outlook for the global sports market to 2015- Report by PWC

Click changing-the-game-outlook-for-the-global-sports-market-to-2015 to download pdf report

3. The Sports Market- Report by A T Kearney

Click Sports_Market to download pdf report