Urgent focus needed towards grassroots sports development in India

grassroots-sports

Indians at large, have never been the ‘sporty type’. Sports is not engrained in our psyche. Neither is it an integral part of our everyday life. The passion for sports has only resided in a small percentage of the population.A�StatisticsA�indicate that while 42% of our population participates in cricket, the average participation for all other sports (Badminton, Cycling, Running, Football, Volleyball, Tennis, Swimming, etc) is below 13%.

ResearchA�suggests that the sports industry is poised to grow at about 20% over the next decade and contribute between 1 – 5% of India’s GDP. In addition, national sports programs such as Khelo India, the efforts of the various sports leagues and most importantly, the focus on health & fitness are all contributing to growing awareness and improving participation. Girls and women are today equally participating in sports and winning laurels for India which is a wonderful sign from a nation development context. The ladies constituted about 45% of the CWG 2018 team and won 42% of the medals.

However, this is not enough. India’s ranks a lowly 103rd on theA�Global Human Capital IndexA�and 29th on theA�Global Sports Impact Index. The correlation between sports and quality of human capital of a country is a direct one. This itself should be enough incentive for India’s policy makers to take this seriously, if we are to emerge as a dominant world force, in times to come.

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Unless India makes a structured effort to broad-base sports & increase participation at the grassroots level, we will continue to lag behind, not just on social development & youth inclusion parameters but also deliver limited success at world sport events. But we must remember that the goal (health & fitness) is sequential and definitely more important than the outcome (Olympic medal).

While the sports ministry has to lead the charge, other stakeholders i.e. corporates, entrepreneurs, national federation, state level associations, equipment manufacturers, media & service providers have to come together to develop & promote the cause of sport. My visual thoughts on the same are captured below:

CLARIFICATION:A�My intent here in not to complicate and muddle the matter. As a starting point, one needs to have a ‘vision and a big picture plan’. And then of course, true success lies in the implementation and execution of the plan. However, visually depicting something like this, is tough (and articulating it simply, is even tougher) and therefore please bear with me as you read through the explanation.


THE JOURNEY:

The journey of an athlete,A�begins with school & community participation, progresses through the zonal & district levels onward to representing India at the national & international level. However this journey from interest in sports to participation to potential and then to excellence is a long and tough road and success rates are as low as 2 – 3%.

This journey has two distinct phases –

(1) Participation and (2) Performance Excellence, and is important because it equips the youth with life skills that help shape core elements of his personality. All the athlete expects from the ecosystem around him is support, best wishes, encouragement and inspiration. We should be large hearted enough to give it.

The journey of a nation,A�towards emerging as a sporting superpower needs focused investing in a structured program focused on grassroots sports development.

This will deliver numerous benefits, one of which is the National Sports Talent Repository, which, when nurtured, delivers international sporting success, youth icons, Olympic glory and national pride. We have to demonstrate the passion & the will to participate in this journey. And hold others accountable who are not aligned to this nation’s purpose.


KEY COMPONENTS OF THE GRASSROOTS SPORTS DEVELOPMENT PLAN

(1) BUILD AWARENESS & LAUNCH PROPAGANDA:A�A national campaign on creating awareness around sports participation & benefits has to be launched. This needs to be as prominent, far reaching, expansive and impactful as the Swachh Bharat Campaign. It specifically needs to target the 8-15 year age group in order to build the social momentum towards sports & the outdoors. There isA�enough evidenceA�to suggest that active kids do well in life and there are compounding benefits.

The campaign has to sell a dream.

It needs to address the aspirational, excellence, life skills and iconic status possible through sports. It needs to encourage the youth to pursue sports as a career with the opportunity to wear the tricolor and represent India as the ultimate dream. This effort needs to be sustained at momentum, over the next 3 – 5 years.

(2) PARTICIPANT/ ATHLETE EXPECTATIONS:A�Participants/ athletes who associate with sports do have some baseline expectations. To begin with, they expect to be treated with respect. And they expect that their blood, sweat and tears are acknowledged with some reward & recognition by the concerned authorities when they deliver exceptional performance and results.

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They expect the system to create opportunities & platforms for them to perform their craft and to sustain a career doing so. And as they progress from demonstrating potential towards becoming an emerging star, they expect to be supported on multiple fronts including specialized coaching, gear & equipment and financial assistance.

We have to remember that a ‘hungry stomach can murder passion’.

(3)A�GRASSROOTS PARTICIPATION & LOCAL COMMUNITY CONNECT:Unless schools and communities are seamlessly integrated into focus, this plan will not bear fruit. For this to happen, local community influencers, key personalities, participant families, the local sports community and the local governance machinery has to come together as one.

Today, there are grass root development agencies that have built a deep understanding & strong connects that have to be leveraged to make this happen. The second step, is to understand the local community in terms of its historical association with sports.

For example, if a region in Punjab (say Amritsar, Gurdaspur & Kapurthala) is historically known to produce hockey players, focus on hockey in that region. Don’t create a archery program in this community cause it will defeat the purpose. At the same time, if another region in Punjab (say Moga, Muktsar & Faridkot) has strengths in weightlifting & athletics, then focus on the same.

The third step is then to test the youth of this community using a standard measure to understand basic physicality, level of fitness, natural orientation and interest levels in a particular sports discipline and then encourage individuals to adopt a sport and to add relevant sports programs into that community.

(4) BACK END EXECUTION SUPPORT:A�Grassroots sports development needs a exceptional program manager & event orchestrator to coordinate across multiple parties such as state associations, local media, sports facility owners, participants and the community to bring this to life.

Quality has a price. And therefore higher the expectations on event quality, one needs to have a proportionate budget. As they say, ‘if you pay peanuts, you will attract monkeys’.

Obviously, one has to deliver high levels of engagement and stickiness with the local communities such that, this becomes a family ‘must attend’ event over time and sponsors and advertisers look forward to associating with this platform.

With a new market opening up, corporates, sports equipment manufacturers, media owners, technology enablers and performance service providers will be more than willing to invest time and money towards growing this market.A�Coca Cola and its grassroots associationA�with football is one such successful example.A�Uflex and SSFLA�is another successful association.

Critical to both program and execution success is the vertical and horizontal linkages that need to be created and enabled through technology. For example, player participation, results by competition at different levels, athlete development program, profile & progress report, coaches & support staff, athlete injury record, etc have to be integrated into one common database across sports across age groups and across states.

(5) Measure & Monitor Impact:A�If grassroots sports development is integral to the development of India as a sporting nation, then we must “measure what matters”. Therefore we have to set sports development goals.

And if we don’t, structural and systemic inefficiencies, human greed and personalities defeat the intent over time. While the goals can be set internally, measuring outcomes & impact is best done by an independent outside agency to remove bias.


In conclusion, ‘what we sow today is what we will reap day after’. Systemic and cultural change is a slow process and bears fruit over time. We need to have the patience and the resolve to ride out this journey. But we have to build a thought momentum from today. As more of us join this journey and participate in this debate, our voices will reach the right ears.

Till then we hope, and we pray and we keep knocking on the door.

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Mayank Pande
Holding 20 yrs of corporate experience with his last appointment as Partner Advisory at Grant Thornton. As the Promoter of GoPlaySport, he is aiming to develop second tier sports such as Squash. Also a member of the FICCI Sports Committee. In addition, he leads the Technical Advisory Committee for STAIRS, a grass root agency focused on community level youth inclusion and development.