The Sports Goods Industry Of India Marketing Essay

The Sports Goods Industry Of India Marketing turn upThe roots of Sports Goods Industry in India be in Sialkot, Pakistan. In 1947, when the variance of the country took institutionalize, existencey of the skilled Hindu craftsmen migrated to Indian part of Punjab and colonized in Jalandhar where one of the major sports cluster is now set(p). Later on shut to of the migrants diversifyed to Meerut. The sports Goods Industry of India is spreading over the length and breadth of the country. It is turn up in Jalandhar, Meerut, Delhi, Gurgaon, Agra, Mumbai, Moradabad and Kolkata. The application is concentrated gargantuanly in Meerut and Jalandhar. Punjab and Meerut have emerged as the leading centers for sports goods manufacture and the only application which appears to offer some prospects is sports goods industry of Punjab, Meerut is yet to be powerful. (Chander Mohan, 2002). Both Meerut and Jalandhar together claim more than 80% of the internal market. A major share of all Indias output is accounted for by these two centers (Pandit, 1985, p.116)The sports goods industry is mainly concentrated in the cottage and excellent scale sector. The industry is highly labour intensive, provides hirement to weaker sections of the society. Sports Goods Industry is highly labour intensive industry consists miniature workshops with the exception of medium and large scale units. (Sharma, 1991, p.10).The industry has shown a tremendous growth over the fail ten decades. The exportations of sports goods industry flock be seen asThe Indian sports goods export has shown an increasing trend.It manufactures approximately 318 items (Manzoor Ahmad, p. 4). right away many of the Indian manufacturers are producing the products at a lower place their own brand name. They are excessively producing for other international sports brands. The major item that are exported are inflatable balls, Hammocks, Cricket Bats, Boxing Equipments and custodial Equipments. The item wise export of sports goods for 2007-2008 and 2008-2009 is as followsThe largest component of export is Inflatable balls which accounts for 29% of total exports followed by Hammocks which accounts for 9% and cricket bats chronicle for 8%.The total domestic market for various sports goods is estimated to be round Rs. 170 crores of which cricket related items account for 70% of the market share. (Exim Bank, 1998).The business structure of the industry consists of four levelsBig units which mainly cover export market apart from hand overing goods to domestic market.Small units which manufactures only for domestic market or as per the orders of exporters.Sub contractors who are catering to the convey of these big and small units and producing exclusively as per the orders received.Household workers who are producing goods at home. slightly of them obtain raw material directly from the factories while some of them produce as pr the orders of subcontractors. These workers are paid in f orgather rate basis.4.2 SPORTS GOODS gather OF JALANDHARJalandhar is an in-chief(postnominal) city of Punjab set in the doaba region. It is located between two rivers i.e. Satluj and Beas. It is also situated between two important cities of Punjab i.e. Ludhiana (70 kms) and Amritsar (60 kms). Jalandhar is also a city of location of two important clusters of handtools and the leather cluster. Apart from these two clusters, Sports Goods Cluster is also located at Jalandhar. Today more than 50% of Indias export of sports goods is from Jalandhar alone (As per the records of SGEPC, Delhi). The emergence of sports goods cluster of Jalandhar can be divided into two parts-Sports Goods Cluster before licenseSports Goods Cluster after Independence4.2.1 Sports Goods Cluster before IndependenceThe start of sports goods cluster of Jalandhar can be traced back to Sialkot (now in Pakistan). Prior to sectionalisation of the country, Sialkot was the sports goods production centre. Sialkot is l ocated in foothills of Himalayas. The woodwind required for manufacturing of sports items was available in large quantity. The credit for introducing cricket in India goes to British army. As the go of British people increases, the demand for sports equipments also increases. After sometime, middle twelvemonth families of India also get change magnitude in playing the games. But the increased demand of sports equipments could not be easily fulfilled by those items which are imported from England. Further, their prices were also high and an average Indian cannot afford it as the cost of transportation was very high. The first item to be construct was a tennis fraudulent scheme by the unfaltering Uberai Ltd. in 1888. This firm was fo under of sports industry in India (Sharma, 1990, p.16). According to a myth, sports goods industry starts in Sialkot, when a british man broke his tennis racquet. Due to inaccessibility of immediate replacement, a local person Mr. Ganda Singh Ubera i, a clerk in army was asked to get it repair. Mr, Ganda called a local artisan to repair racquet. The man did a perfect job and sports goods industry comes into existence. There was manufacturing of only racquet on small scale till 1895. Then with the passage of time, with the spread of education in India, various European games like cricket, badminton and squash gained popularity in Indian educational institutions and encouraged the production of sports goods related to these games (Sharma, 1990, p.16).The product localize further expanded to include cricket and hockey balls, footballs, polo sticks etc. By that time, many workers get training in Uberio Ltd. and start shot up their own units. By the time of partition, Sialkot has earned a reputed name as manufacturer of sports goods. In 1946-47, sports goods worth Rs. 3 crore were exported from this centre and industry was estimated to employ 40000 to 45000 workers directly and indirectly (Pandit, 1985, p116)4.2.2 Sports Goods Cl uster after IndependenceIn 1947, payable to partition of the country, Sialkot becomes a part of Pakistan. The entrepreneurs belonging to one community decides to shift from Sialkot. The workers belonging to that community also migrated along with the entrepreneurs. As per the resettlement broadcast of Government of India, initially these migrants settled in Batala in Punjab, which was near to Sialkot and close to hills where the wood required for manufacturing sports items could be grown. But as per resettlement think of Government of India, these people shift from Batala to Jalandhar. Jalandhar was found to be suitable place for manufacturing sports items due to its location near the foothills of Himalayas which assured regular supply of wood and further the presence of leather cluster assured regular supply of leather. At Jalandhar, both of the raw material required were easily available. Some of the migrants shifted to Merutt, where also both wood and leather were available. Th e migrants located at Jalandhar started manufacturing of sports items and flourished as a cluster consisting of a number of firms working together.Jalandhar industry is located traditionally in two localities, Basti Nau and Basti Sheikh. With the growth of industry, many firms start up their units in the adjoining areas of Basti Danishmandan, Nakodar road etc. The workers working in the industry are settled in Bhargav camp, Gandhi camp and Basti Danishmandan. Now entrepreneurs have started setting up modern units in Surgical and Sports Goods Complex, industrial area, located on the highway to the city. However the network of traditional business process is so strong that even these firms have their offices in Basti Nau and Basti Sheikh- the traditional location.4.3 MAJOR PRODUCTS OF THE CLUSTERSports goods is a wider term and any item which is used for sporting activities is also included in this term. A number of products are covered under this category. The various sports goods ca n be classified into following sectorsA. Inflatable Balls1. Footballs2. finespun leather goods3. Bladders4. Water Polo balls5. Base balls6. Volley Balls7. lawn tennis balls8. Rugby balls9. mass balls10. Punch balls11. Golf and Billiard balls12. Net ballsB. Sports Equipment1. Cricket equipment2. Hockey equipment3. Badminton, Tennis Squash Rackets4. Childrens playing games and toys5. Shuttle cocks6. Exercise and Gymnastic equipments7. Sports nets8. Carrom boards9. beguilerman and Chess boards10. Athletic equipment11. Metal Trophies and medals12. Lawn and Table Tennis equipment13. Rolling skates14. Skipping ropes15. Weight lifting equipment16. wellness Fitness equipment17. Club equipment18. Playground equipmentC. Sports Wears1. Shirts, trousers, track suits2. Ties, bags and badges3. Sports shoesD. Sports custodial Gears1. Protective equipment Arm Leg guards, Head guard, Chest guard2. Shin declare3. Helmets4. Hand gloves5. Boxing gloves and boots