Guess what screams through the air at a whopping 565 km per hour? Not a peregrine falcon. Not a bullet train. Not even a Bugatti on the freeway.

It’s a shuttlecock flying off the racquet of an Indian champion who set the Guinness record for the fastest smash.

In ‘Net-Net’, episode 4 of Economies of Khel, economist Rahul De and media studies expert Kailash Koushik analyse the curious subculture and economic currents shaping one of India’s most cherished sports. They explore how badminton has woven itself into the social fabric of India.

For a sport that began in India as a British colonial import confined to Gymkhana clubs, badminton’s undemanding nature and accessibility helped it to permeate Indian society, carving out a special niche within middle-class neighbourhoods . It became one of the few sports where men and women could play side-by-side, offering a rare space for co-ed interaction in a conservative society. Kailash reflects on how, in these humble settings, badminton was almost like a cup of coffee—casual, accessible, and refreshingly uncompetitive, often played just to enjoy each other’s company.

For Rahul De, the rise of badminton in India can be viewed in two distinct eras: before and after Pullela Gopichand. The former national champion and celebrated coach established the Gopichand Academy in Hyderabad, a powerhouse that has produced champions like Saina Nehwal and PV Sindhu. Besides nurturing elite athletes, his academy has propelled the sport into the national consciousness, inspiring a new generation and sparking a surge in badminton courts and academies across the country.

In “Net-Net” we dig into the marketing personas crafted around Indian badminton stars, with Saina’s relatable small-town charm contrasting Sindhu’s high-gloss, urban image. These branding strategies offer a peek into badminton’s dual identity in India, balancing grassroots appeal with a rising, elite-driven professional presence. Today, it’s hard to find a place in India where badminton is not played.

Of course, if you tend to feel claustrophobic inside an indoor court, you can always step outside and enjoy a game of AirBadminton with a specially designed wind-resistant shuttle!

Intrigued? You have to listen to the episode for the rest. Tune in to unpack the fascinating layers of badminton in India.

Credits

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For more information and resources, visit our website: https://azimpremjiuniversity.edu.in/economies-of-khel/net-net-smashingly-curious-about-badminton

Over the past two decades, running in India has transformed from a niche pursuit to a mainstream phenomenon, driven by rising fitness awareness, social influencers, and dedicated running communities. This evolution began in the late 2000s, when tech professionals returning to cities like Bengaluru from the USA brought with them the enthusiasm for long-distance running, a trend that had already gained popularity in the West.

In Bengaluru, communities like the Hashhouse Harriers and pioneers such as KC Kothandapani played a key role in making running accessible and organised. As interest grew, running blossomed into both a passion sport and a profitable industry. International sports brands recognised the market potential, sponsoring marathons and promoting their products through running clubs. Corporate sponsors also encouraged employee participation in fitness events, further fueling the sport’s growth.

The rise of digital platforms enabled running influencers and coaches to gain significant followings, turning running into a viable career for many. Today, running in India thrives, with marathons, half-marathons, and even “runcations” becoming commonplace.

Arvind Bharathi led India’s first running club, Runners for Life, for over a decade, helping bridge the gap between amateur and serious runners. In Run Bhoomi, the third episode of Economies of Khel, Arvind joins hosts Rahul De and Kailash Koushik to share his insights, tracing the passion, culture, and business that have shaped running into a cultural phenomenon in India that blends fitness, community, and commerce.

Credits

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For more information and additional resources, visit our website: https://azimpremjiuniversity.edu.in/economies-of-khel/run-life-run-money

In 2022, eight years after its inception, the Pro Kabaddi League (PKL) became the second most-watched sports event in India with 220 million viewers, surpassed only by the Indian Premier League (IPL) for T20 cricket.

What fuelled its meteoric rise?

In the second episode of Economies of Khel, economist Rahul De and media expert Kailash Koushik explore how kabaddi transformed from a rural pastime into a professional sport. They trace its roots back over 4,000 years in the Tamil-speaking region of southern India and its evolution in northern India’s traditional wrestling akhadas, where it was used to build physical fitness and combat skills. Some sources even liken Abhimanyu’s battle in the Mahabharata to a kabaddi match, where a lone warrior fends off encircling opponents.

Kabaddi demands a unique combination of physical strength, mental agility, and extraordinary breath control, similar to swimming — Kailash calls it “meditation on the move.” Traditionally, the game is played between two teams of 12, with 7 players on the field at any time. The objective is to raid the opponent's half, tag players, and return without inhaling, all while chanting "Kabaddi." Points are awarded for successful raids and defences, with teams alternating roles after each half.

India has several forms of kabaddi, each with distinct rules. Sanjeevani features a 40-minute game with players revived when an opponent is put out. Gaminee has no time limit, with players remaining out until all teammates are out. Amar is similar to Sanjeevani but allows players to stay on the court after being touched out. Punjabi Kabaddi is unique for its circular pitch. Despite their differences, all forms share the goal of capturing opponents.

Though modern kabaddi gained recognition in the mid-1900s, with an exhibition match staged at the Berlin Olympics in 1936, it wasn't until 1950, with the establishment of the All India Kabaddi Federation, that it began to acquire prominence. Kabaddi was included as a medal sport in the Asian Games in 1990, and the launch of India’s Pro Kabaddi League in 2014 further propelled its popularity, making it a spectator sport backed by a cast of promoters that included industrialists, and Bollywood stars. Kabaddi’s international popularity is also growing, with strong teams emerging in Iran, Pakistan, Sri Lanka, Bangladesh, South Korea, and Australia.

Pro Kabaddi adapted and modified traditional rules to make the sport television-friendly. More significantly, it transported kabaddi from the akhada to the mat. With names like Tamil Thalaivas and Bengaluru Bulls, PKL teams rough it out for glory and laurels in a packed arena.

In addition to dramatically increasing kabaddi's popularity in India, the PKL has introduced professionalism to the sport, attracting corporate sponsorships and improving player remuneration. It has also invested in grassroots development, fostering talent and promoting physical fitness in rural areas. PKL has elevated kabaddi's cultural significance, transforming a rural tradition into a mainstream sport and a symbol of Indian pride.

Credits

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For a comprehensive list of acknowledgements and resources for further exploration, visit our website: https://azimpremjiuniversity.edu.in/economies-of-khel-the-curious-business-of-unconventional-sports

Fun fact: In 2002, the World Wrestling Federation (WWF) rebranded to World Wrestling Entertainment (WWE) after losing a legal brawl with the World Wildlife Fund. Whatever name it goes by, the raging popularity of televised professional wrestling—a mix of mock combat and showmanship—is no accident. Despite its wild and boisterous nature, WWE’s over-the-top theatrics have found a dedicated following among Indians raised on Bollywood potboilers and saas-bahu soap operas.

India has a long history of formal wrestling in the akhadas, but wrestling as branded entertainment took off in the 1990s with the advent of satellite cable TV after economic liberalisation and the First Gulf War. Youth suddenly exposed to international sports culture embraced WWE, making it a subculture of its own.

WWE's appeal lies in its clever marketing strategy, blending sports with orchestrated entertainment. Wrestlers are more than athletes; they are characters with elaborate backstories and scripted traits. Engaging storylines keep fans hooked, ensuring the success and longevity of these characters.

Economically, WWE’s strategy in India includes big-bucks media partnerships targeting a youthful audience. Localisation efforts like training camps, events featuring international celebrities like John Cena, and desi stars like Shanky Singh and Jinder Mahal, have boosted its appeal. The glam factor is significant too, highlighted by media events such as Akshay Kumar’s “fight” with The Undertaker and Kurt Angle’s guest appearances.

The debate over whether WWE is real or fake is irrelevant to its fans—it’s all about entertainment. The 1990s fuelled fan culture with merchandise like clothing, accessories, and playing cards. WWE's efforts at inclusive marketing feature stereotyped ethnic characters like Yokozuna and Jinder Mahal’s "Punjabi Prison" match, adding to the diverse narratives that fans love.

In this conversational and engaging series on unconventional sports, economist Rahul De invites media studies professor and basketball enthusiast Kailash Koushik to discuss the culture and economy of unconventional sporting promotions.

Tune into "Apna WWE," the first episode of "Economies Of Khel," only on Radio Azim Premji University.

Credits:

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For a comprehensive list of acknowledgements and resources for further exploration, visit our website: https://azimpremjiuniversity.edu.in/radio-azim-premji-university

Rahul De, who teaches economics at Azim Premji University, Bengaluru, is obsessed with the business of sport. Of particular interest to him are sporting activities that are off-radar for the mainstream, yet command a devoted fan base. Think WWE, kabaddi, running… How do these sports find a market, build loyal communities, and generate money for participants and promoters alike?

Co-presenting the series are Kailash Koushik, Assistant Professor at the School of Arts and Humanities at Christ University, Bengaluru, and Arvind Bharathi, who is with the School of Arts and Sciences at Azim Premji University.

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Our first episode drops on Friday, July 12, 2024.