India’s Sporting Industry

India is hosting the 7th edition of the Khelo India Youth Games (KIYG), across five cities in Bihar, with some events in New Delhi. The event brings together over 6,000 athletes competing in 27 sports for 284 gold medals. This edition is particularly significant as it showcases the growing sports culture in India, a key part of the government’s broader goal: hosting the 2036 Olympic Games and positioning sports as both a development tool and a driver of soft power.

India’s Sports Sector

• Sports is listed as a state subject in the Constitution of India.
• Sports Authority of India is the premier sports body that is in charge of implementing the sports schemes to promote sports culture in India.
• In India, sports contribute about 1% of the national economy.
• India's sports market is projected to grow to USD 130 billion by 2030 from a market size of USD 52 billion now, accelerating at a CAGR of 14%, according to a recent report.
• The sector is expected to create 5 million jobs and generate USD 21 billion in indirect tax revenue by 2030. 
• India ranks 13th among G20 countries in the Think Sports Index, with the US, UK and Australia leading the rankings. The Index evaluates commercial factors, performance and heritage, and sporting foundations.
• Sports is not something restricted to playing area, it has expanded, becoming a career option for thousands of people in the country.
• Sub-Sectors: Physiotherapy, data analytics, sports technology, broadcasting, e-sports, management, etc.
• Factors responsible for expansion: Increased government investment, widespread digital adoption, healthier lifestyles, rising discretionary incomes, and a surge in high-quality sports content.

What Are India’s Soft Powers?

• Soft power refers to a country’s ability to influence others not through force or money, but through appeal, culture, values, and ideas.
• India has developed a strong identity globally through several soft power assets. These include:
  • Cultural Heritage
  • Democracy and Diversity
  • Indian Diaspora
  • Digital and Tech Leadership
  • Education and Knowledge Economy
  • Media and Connectivity

How Sports Will Enhance India’s Soft Power?

Sports is an emerging and powerful form of soft power that India is now actively cultivating.

• National Branding and Global Image: Success in international sports events can shape India’s image as a rising and confident nation. Hosting international events like the Khelo India Youth Games, and potentially the 2036 Olympics, can signal India’s ability to lead, organise, and engage globally.
• Cultural Integration through Sports: Sports allow nations to connect across cultures and geographies. Promoting traditional Indian sports (like kabaddi and kho-kho) internationally can serve as a cultural export, just like yoga or Ayurveda.
• Youth Engagement and Talent Diplomacy: Platforms like Khelo India identify and nurture grassroots talent, creating a large base of young athletes who can become brand ambassadors for the country.
• Economic and Strategic Influence: The global sports industry is a multi-billion-dollar sector. As India builds sports infrastructure and manufacturing, it creates jobs and draws international attention.
• Inclusivity and Inspiration: Sports can project a progressive and inclusive image of India, showcasing how talent from all regions, castes, and genders is being given a platform. Events like the Khelo India Youth Games involve athletes from states like Bihar, Ladakh, and Lakshadweep, reinforcing India’s diversity narrative.
• Showcasing Organisational Capability: Successfully managing large-scale sporting events enhances India’s reputation for logistical excellence, readiness, and international cooperation.

Challenges in India's Sports Landscape

• Infrastructure Gaps: While urban areas have seen development, rural regions still lack adequate sports facilities.
• Resource Allocation: Ensuring equitable distribution of resources to all states and regions remains a challenge.
• Talent Retention: Identifying talent is only the first step; retaining and nurturing athletes through their careers requires sustained support.
• Public Awareness: Increasing public interest and participation in sports, especially in non-traditional disciplines, is essential.