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Introduction FOR THE Sports Goods Industry Marketing Essay

The Activities Goods Industry was founded by Sardar Bahadur, Sardar Ganda Singh Oberoi in the year 1883 at Sialkot and Sports Equipment became the first Indian Industrial Product to be exported in 1885. The Sports activities Good Sector includes both planned and unorganized sections of the industry. The Indian Sports Goods Industry thus has its roots in Sialkot, Pakistan. When India got partitioned in 1947, many Hindu artisans migrated from Sialkot to Punjab and Uttar Pradesh in India. Jalandhar is the most main centre of India's Sports activities Goods Industry accompanied by Meerut in UP and Gurgaon in Harayana.

India is one of the major makers of footballs and other inflated balls. The Indian Athletics Goods Industry has grown immensely since 1947. A number of the products like Cricket bat, ball, football and nets have been progressively gaining fame all over the world.

The Sports goods Industry has grown by leaps and bounds in the past five decades and has added significantly to the Indian Overall economy by way generating work, exploiting the rural and metropolitan potential and also via exports, which can be increasing each year.

The Indian sports goods industry manufactures more than 300 items. United Kingdom is the main one of the major importer of activities goods produced in India followed by countries like USA, Germany, France and Australia.

Some of the major items that are exported include inflatable balls, hockey sticks and balls, cricket bats and balls, boxing equipment, fishing equipment, indoor games like Carrom and Chess boards and some protecting items.

The sports activities Goods Industry thus provides a useful livelihood avenue and has helped protect traditional skills obtained over generations. As some exquisite sports activities products require very skilled procedures to be followed for their development, the need for skilled employees on the market is even more visible inspite of the introduction of automatic systems.

After liberalization of India and release of the WTO agreements, sports goods sector is experiencing incredible competition from foreign brands.

Currently, the industry in mainly targeted in the small-scale and cottage sector supported by some of the government's liberalized industrial policies. Gleam wide range for improving the marketing of products and modernizing the technology used for processing them.


The Sports activities goods industry is divided into various processing clusters. We would be talking about the clusters of Jalandhar, Meerut and Kashmir at length the following:

Manufacturing cluster of Jalandhar:

This cluster is called a transplanted cluster, as a major segment of this cluster which was formerly part of Sialkot, Pakistan shifted to Jalandhar on India's partition. It is an important distributor of quality athletics goods to more than 130 countries including some of the developed countries of the world. The Jalandhar cluster is also the sole cluster to expose the idea of machine-stitched footballs to meet the needs of the FIFA world cup 2010 and outside of.

Skilled workers engaged in this industry are the most crucial parts elements in the production and are resolved in camps adjacent to the manufacturing facility. The entrepreneurs establishing modern units with mechanized production systems are shifting to available space with an increase of area to achieve better results and are from crowded localities. The official estimate of the full total number of individuals working in the industry in about 1, 70, 000 while the unofficial estimation is 3, 00, 000.


There are about 1250 registered and 2000 unregistered big and small sports goods manufacturing units providing immediate and indirect job to roughly 70, 000 folks in the Meerut Area of Uttar Pradesh. Encouraging organizations also have grown to provide adequate quantity of recycleables to the athletics goods industry and also to provide training to the workers during the last few years. At the same time many strategies are operational for the development of the cluster. If given the right business possibility to the sports activities goods manufacturers, this cluster can flourish.

The development is low because the products aren't mechanized as only 20% of these use equipment. Also most advanced technology is not available which works as a deterrent according of your competition from China, Pakistan, etc. About 60% total development is being exported to Australia, South Africa, Britain, America, West-Indies, New Zealand, Zimbabwe, Bangladesh etc. , through middle men and the rest of the products are sold in the home market across India.

There are various specialists that assist in the monitoring the progress and development of the cluster. These are listed and explained briefly as under:

Directorate of Companies, U. P. : This Administration body is helping the cluster in all respects by giving training, TECH SUPPORT TEAM etc.

Process cum Product Development Centre (PPDC): It meets the technical needs of athletics goods industry throughout the united states in cooperation with Govt. of U. P.

All India Activities Goods Manufacturers Federation (AISGMF): It supplies the info, technology and technical training to the Industry. It also arranges the uncooked material for the Industry.

Export Promotion Bureau: It helps the tiny manufacturers to gather their product in one platform or the other in order that they could export their product to other countries on low prices.

Cricket Bats Manufacturing Cluster in Kashmir:

The background of cricket bat industry in Kashmir goes back to pre-partition days and nights when Sialkot (Pakistan) was the sports goods centre. Together with the partition of the Indian sub-continent, the skilled craftsmen of Sialkot shifted to Jalandhar, Meerut and the cleft designers of Kashmir switched toward newly established centers. In due course of time, the demand of the cricket bats in the country increased and cricket bats started out getting produced to meet this demand.

The finest willow is English Willow, followed by Kashmir Willow for developing cricket bats. Over 80% of most cricket bats today are made in Jalandhar, Meerut, Kashmir and Jammu places. Most of them be based upon Kashmir because of their willow clefts.

World famous Kashmir Cricket bats industry is currently facing a gradual death. Cricket Bat Manufacturers Association disclosed that out of a total 300 cricket bat processing models in Kashmir valley, 50 percent of them have shut their models. The cricket bat industry is battling for survival in the state. Jammu region, which boasted of 77 cricket bat developing units a couple of years back, has only 10 units, while the scenario in Kashmir valley is no different.

Major Athletics Goods Production Centers/Clusters and Product Categories:

Major Sports activities Goods creation clusters and major product categories of sports activities goods produced are put together in the next table:

Sl. No.



Major Product Categories



Inflatable ball( Sports /Rugby/Volley/Net/ Hands & Container ball) in PU & PVC

Boxing Equipment

Cricket Equipment

Sports ware

Track and Field Equipments

Sports Training equipment

Hockey Equipment

Hockey Foam Moulded Goalie Range & Shipguards

All types of Nettings



Weight Lifting Equipment

Cricket Equipments

Athletics Equipments

Boxing Equipments

Table Tennis


Carrom board

Fitness and Exercise equipment

Lane Markers

Basket ball

Netball rings

TT accessories

Sports Apparel


Jammu &


Cricket Bats




Carrom Board


Cricket Equipment

Billiards/Snooker/Pool Tables


Football Bladders

Boxing equipment


Sports Helmets

Educational Puzzles

Board Games



Golf Equipment

Board Games



Water Playground Slides

Carrom Board


Fitness Equipment

Sports Nets




Skipping rope

Carrom Board

Magic methods & magic apparatus



Tennis Balls, Sports Shoes and Apparels



Bowling Equipments

Sports Medals & Trophies

Gym & Health Equipments

Productivity Progress of Indian Sports activities Goods Sector

Indian athletics good sector is a fast growing & earnings making sector. Industry is clustered mainly at Jalandhar, Meerut and Jammu belt providing high occupation to locals. Industry is bolstered by high labour productivity, low income rates and high skill sets of labour category engaged. Indian sport goods industry has dualistic characteristics with cheap skilled labour as you pillar and handmade product being the other.

Sports Goods sector in India consists of prepared sector which is registered under FACTORY Function 1948 and unorganized sector (cottage industry) dispersed around sports zone of Jalandhar and Meerut. Recent globalization and skilled labour has increased production which resulted in significant part of total product exported from India.

Fig. 1: Labour, Capital and Total factor Efficiency Growth Indices

From the aforementioned graph we can conclude that capital production has increased however the same period witnessed drop of labour output and total factor productivity. This aspect requires high capital investment, FDI & Research and Development for debottlenecking the development and production.

Export Competitiveness of Indian Activities Goods Industry

Sports good market is facing an all out competition with growth of Showing off giants like NIKE, ADIDAS, PUMA and REEBOK. Despite each one of these factors Indian athletics goods industry shows tremendous growth. Improved operation strategies, ambitious marketing and investment in Research and development has increased the product quality creation and stamped India as one of major supplier of shoe in global arenas. The international market recognition led to revamp of the industry, instigating better product development and diversification developments.

Impact of above can be seen in double digit expansion rate (in RS) of Athletics industry in last financial yr when other areas where facing development crunch because of global recession.

Overall Export Performance of Sports Goods from India

According to Sports Goods Export Advertising Council (SGEPC) total export value of Indian sports industry is estimations to be around Rs 586 crores. This shows season on year progress rate of 13%. Top 5 performers which constituted for more than 60% of the total export value are Hammocks, Inflatable Balls, Boxing Equipment, Cricket Bats & Basic Exercise Equipment. Within this Hammocks recorded an enormous growth of 76% (in Rs).

India's Export of Major Sports Goods - 2002-03 to 2008-09

Country Wise Export of Athletics Goods

Financial year 2008-2009 saw increase in export vacation spot from 127 countries(2007-2008) to 137 countries (2008-2009). Top 5 vacation spots includes U. S. A, U. K. , Germany, Australia, South Africa and accounted for 70% of the total export by industry.

India's Export of Athletics Goods - 2004-2005 to 2008-09(Rs in crore)

During period 2003-2004 to 2007-2008 Export and transfer Trade ratio shows that India was world wide web importer of Table-Tennis equipments, Lawn Rugby and badminton rackets, Track and field's gadgets. Through the same period India was a online exporter of Cricket balls, Hockey sticks, Cricket bats, Seafood hooks and other line fish nets.


In days gone by twelve months, for the promotion of exports of activities goods from India and for the Common Wealth Video games, some notifications and coverage changes have been integrated as below.

Trade Plan (2009-14):

As per the trade plan of the duration 2009-14, special initiatives have been proposed in the Athletics Goods sector. They are as follows:

For campaign of export of Sports Goods, import responsibility will never be levied on certain inputs used in the making of Sports activities Goods.

The sector has been established at a high main concern under the MDA/MDI design. Also special cash have been allocated under the MDA/MDI system for campaign of exports in the industry. (MDA or Market Development Assistance and MAI or Market Gain access to Initiatives are essentially export promotion strategies set by the federal government. )

Sports good software should be considered for fast monitor clearance from Directorate Standard of Foreign Trade (DGFT). DGFT is actually a authorities body that is sole in charge of formulation and execution of EXIM insurance policy.

Sports Goods should be entitled for higher incentives and be cured as special emphasis products.

3% Obligation Free Import Design:

In order to promote export of Activities Goods from India, the government has given Custom Responsibility exemption on transfer of certain inputs required in the making of Activities Goods. The exemption is actually given to manufacturer-exporter of sports goods and is also to the degree of 3% of prior years FOB (Free on Board) value of the goods exported by the manufacturer.

The following goods have been exempted as per the above design:

(i) Nylon gut

(ii) PU or nylon hold linens for hockey sticks

(iii) Butyl bladders for inflatable balls

(iv) Willow clefts, ash lumber or beech wood

(v) Cork bottoms

(vi) Synthetic silicone bladder

(vii) Manau Cane

(viii) Table tennis rubber

(ix)Ping pong bat handles

(x)Table tennis blade

(xi) PU for inflatable Balls.

(xii) Extra tec (cricket bat facing tape)

(xiii) Resin hardener TTP-33S and release paper for composite hockey sticks.

(xiv) Table Tennis Glue.

(xv) Evazote foam for protective gadgets e. g. knee guards, thigh guards.

(xvi) Plywood for carom table.

(Ref: Custom Notification No. 21/2008, 77/009 & 21/2010)

In the above mentioned list, the last six items have been added in the budget 2010. Also the manufacturer and exporters should be documented with SGEPC to avail the great things about DFIS. (SGEPC or Sports Goods Export Promotion Council is basically a government sponsored firm working for the improvement of exports of activities goods from India. Majority of the maker and exporters of sports goods in the united states are symbolized by SGEPC. Also the organization acts as a connection between the industry and government. It basically transfers the assistance provided by the federal government to the industry and profits back feedback of the industry to the federal government. This reviews helps the federal government in formulating Export Transfer insurance plan).

Exemption of Custom Obligation on Import of Sports Goods and Requisites:

The ministry of Financing on 19th January, 2010 has released a notification based on the suggestions of Ministry of Junior Affairs and Sports activities. According to the notification, custom responsibility exemption has been lengthened to transfer of sports goods & requisites for training purpose also. In the beginning this exemption was only valid for transfer of athletics goods for retaining competition.

Some of the excess facilities in the notification are

Initially only Activities Specialist of India was allowed to Transfer. Now the same power has been prolonged to Sports Power of States.

National Sports activities Federation is allowed to import with respect to associations affiliated to Point out/District.

Also as per the Custom Notification 13/2010; all Sports activities goods, equipments and requisites brought in for organizing the normal Wealth Games are to be exempted from Custom Work.

Global Scenario in the Sports activities Goods Industry

The Activities goods developing industry is booming owing to the top range viewership of sports activities and the entire sports industry achieving the dizzying levels of $ 500 million this year. Thus there are even more people who are enthusiastic to become listed on this bandwagon and look at sport as not simply a hobby but as a serious retail production business.

With the major sports advertised in a grandeur fashion in conjunction with the dire need for corporate and business brains to emulate the health is wealth concept, more people are purchasing sports activities goods there by promoting the global athletics goods industry to elevated heights.

Online sales of sports activities goods is booming at 32% increase within the 12 months end of June 09. Thus providing on the net has many opportunities for sport brands, when many new sellers are entering the marketplace frequently.

An independent connection called THE PLANET Federation of the Sporting Goods Industry (WFSGI) is developed by global manufacturers, suppliers, suppliers, country specific federations and other sporting brands and goods related businesses. It is the world body for sporting goods industry and the IOC also identifies it within its Olympic family. The WFSGI does not work because of its own gain and is also a non-profit firm assisting the conglomerate of sports bodies to work together.

The WFSGI helps the campaign of good trade wherein more folks are actively involved with sports activities both as a company and a job. The federation posts its people on important laws and regulations for product safe practices and increased working conditions. They stand for the shoe industry and are such as a liaison between the international organizations like the UN, WTO, etc and international sport organizations like the IOC, International Federations, etc.

Sports goods manufacturers

There are numerous renowned manufacturers like Adidas, Nike, Puma, Slazenger, Yonex etc that are internationally acclaimed and will be the global leaders in sports activities goods manufacturers. We will check out the most notable 3 manufacturers,

Adidas (Herzogenaurach, Germany) can be an international large for manufacturing shoes or boots, accessories and apparels. Adidas produced footwear includes sports, basketball, running, golfing, training, outdoor and cycling shoes for women and men. Among accessories, it produces footballs and shin guards, tennis wristbands and caps, work out and weekender totes. The apparels include jerseys, socks, shorts and training clothes. Its subsidiaries include Reebok, Rockport and the Golf brand TaylorMade.

Nike (Beaverton in Oregon) undertakes the distributing, marketing and making of accessories, apparels and footwear on a global basis. Nike is a global leader in athletics goods manufacturer using its subsidiaries like Umbro, Hurley International, Converse and Cole Hann custom.

Puma (Herzogenaurach, Germany) Puma is into cricket equipment developing since an early stage and the big kids of Adidas and Nike have recently joined the music group wagon. Puma also designs, distributes and makes sports equipment, apparels and accessories.

International Policies

Every country will its bit to ensure that the imports are low and the local manufacturers have a fair show of the markets in its domestic markets. We've given the insurance policies of a few countries to assist in this endeavour.

Brazil: The anti dumping regulation is a major roadblock to exploring the impending businesses forecasted because of the 2014 World Glass and the 2016 Olympics. According to this every product manufactured in China will have to pay an anti dumping charge to the Brazilian Administration and this escalates the price of product to be sold in Brazil. Thus local Brazilian produced products stand to gain from this and the international community is trying hard to revoke this anti-dumping policy.

Indonesia: To lessen the imports, every consignment of imports that go into Indonesia is at the mercy of a stringent inspection and the price of this is an encumbrance to the importer. Thus the importation time increases and this induces local manufacturers.

USA: The Obama Federal has executed a "Section 421" that imposes certain tariffs on tires imported from China and this is expected to hold fort against the textile and apparels also from China. Since US imports 97% of its apparels, this import tariffs on China has been done to try shifting the processing industry from China to Central America.

China: Many countries have a guard against goods created and imported from China by utilizing various anti-dumping laws and regulations and so protect their trade hobbies with China.

South Africa: Upsurge in the transfer tariff that was already high at 40% to 45% further increases the price of imported goods in the country but this has not seen any stark change in the upsurge in the profits of the neighborhood manufacturers. With the sporting events like the Sports World Glass and the Cricket Champions Category T20 these import tariffs have never been a deterrent and the local sales plunder downwards further.

Environmental factors to be considered

Recycled materials in development of sports activities goods: This can be achieved by using recycled materials partly with other materials.

Environmental conservation in development of activities goods: Products that should not harm the environment have a long shelf life and are easily disposable.

Energy conservation in development of sports activities goods: Supplies the body with the right amount of temperature and cold to keep the body temp.

Ecological friendly methods in development of activities goods: Products that not degrade the surroundings during its developing process and toxins should be emitted from human inhabitation.

Reuse methodology in development of sports activities goods: Products that are retooled and can be used again or may be can be converted into a new product.

Challenges encountered by the Athletics Goods Industry

Some of the problems faced by the Sports Goods Industry are as under:

Most of the industry is at very small sector and the Development volumes are low

Low mechanization in the MSME (Micro, Small and Medium Corporations) industry. The thrust is mainly on manual labour.

There is a dearth of research and development facilities

Lack of synergy and coordination among various manufacturers crucial for Component Approach

Higher development cost due to low size of production

Comparatively higher interest rates for loans

Insensitivity to customer needs/ poor programs of customer feedback and customer complaint redressal system.

Minimal expenditure on brand building, advertising

Lack of professional management

Lack of opportunities for athletics goods manufacturers

Lack of Taxes exemption, authorities support, inefficient transport and syndication system has resulted in loss of customer and starting of several new exporting countries like China and South Korea.

Many of the importing countries are preferring Bio-Degradable goods and inability of Indian establishments to enter into this term has resulted in further lack of global market share.

Sports equipment does not include Gyms & health equipment, which are actually very popular.

The power supply to almost all of the industrial systems in major clusters of activities goods (Jalandhar, Meerut and Srinagar) is very erratic

Summary and Recommendations

The activities goods industry is a sector with vast potential to develop in the near future. The resilience of the industry was viewed for the globe to see when it remained essentially unaffected by the global economical recession in 2008. But an important obstacle to the expansion of the Indian athletics goods industry into an internationally competitive sector is its relatively small size of procedures (it is mainly limited to Jalandhar, Meerut, Srinagar and Delhi), as a result of which it is not able to focus on bulk demand.

Some recommendations to turn India into a world-class sports activities goods production hub are:

Setting up of sports activities manufacturing complex

Sports processing clusters should be set up in Punjab, U. P and Jammu & Kashmir, where majority of sports activities goods are created, with facilities as an information centre where all the latest home elevators raw materials, technology, features etc. is obtainable; skill development centre for training workforce for various products being built, etc.


Infrastructure at jacks should be upgraded to meet international benchmarks with quick off-loading and on-loading facilities. Also, the energy supply at the majority of the industrial clusters is very erratic, with some systems getting electricity only 3-4 days a week. To resolve this problem, commercial units should be given power supply for at least 12 hours a day.

New product development

According to studies conducted by leading companies, only 20-25 product communities are created in India whereas over 100 product categories have been recognized as sports activities equipment internationally. There is an urgent dependence on product diversification which can be met by building an R & D centre to perform research on new products.

Raw materials

The sports activities goods industry faces many hurdles in obtaining several essential raw materials for produce of sports goods. For example, willow, which is used to manufacture cricket bats, is a type of wood which can be obtained only in Jammu & Kashmir. However, the government has prohibited the movement of willow outside the talk about. Similar is the situation with cane, which can be obtained only in the Andaman & Nicobar Islands and the north-east. Such bans on the moves of essential raw materials should be removed.

Fiscal measures

Special bonuses, for example, a taxes holiday of 5 years, could be given to industries in this sector which take up programmed and modern options for manufacturing.

Marketing and product promotion


It is important to popularize Brand India domestically. International events which are organised in India could be compulsorily necessary to use sports goods made in India, which cross international specifications and standards. In fact, the Commonwealth Game titles, to be placed in India in October, would be an ideal opportunity to improve the image of Indian sports equipment and popularize Brand India. Another method could be to encourage the national sports channel, DD Sports, to air adverts of national sports brands at concessional rates. Presently, most local brands cannot afford to promote their brands on Tv set.


Participation of small and medium Indian manufacturers at international activities fairs and exhibitions should be inspired, with the Government subsidizing the expense of contribution. Brand India should be marketed at these international fairs with publicity support from the federal government. Also, the price tag on obtaining international official certification, which is essential for Indian goods to be utilized in international tournaments, also needs to be borne by the Government.

Lean manufacturing techniques

A separate review on the sports goods sector should be commissioned by the government for studying today's production functions and suggest changes to boost productivity and lessen wastages and make the sector more cost-effective.

The total world trade in sports equipment, activities apparels, athletics shoes, etc. is believed to be around $80 billion. Of the, 70% is accounted for athletics apparels and activities shoes, 5% for activities accessories and remaining 25% for athletics instruments. This classification does not include gym equipment, which is currently becoming very popular. In India, activities equipments alone are believed as sports goods and athletics shoes and athletics apparels aren't considered as sports activities goods in any way. All 4 types of athletics goods should be helped bring together on a common program to task India's capabilities in holistic manner.

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