Making India more sports oriented from khelo India initiative: the insights of indian sports industry
Siddharth Bhatt, Farhat Fatima
Marketing has been an important tool for spreading out the message to the right target population at the right place and time. It is the study and management of exchange relationship. It is one of the premier components of business management. Be it retail, services and even e-commerce, marketing has helped them to get into the lifestyle, habits and most importantly into the minds of the prospective customer. And if we take sports, it has created wonders for everyone, be it the organizer, sponsor, merchandiser, athletes, coaches, etc. It has shaped a way the sports have been viewed by the people. From the earlier times when sports were used as a medium of entertainment for Kings and Queens to marketing and branding of athletes for selling the product or service, it has come a long way shaping the sports by not only viewing it but it has made sports as an experience to be felt in the 21st century. The purpose of this study is to understand how marketing in sports have benefitted the Khelo India School Games and its long-term impact in the development of sports in India.