New Delhi, August 25: The central government views the manufacturing of sports equipment and materials as a vital tool for boosting the country’s economic growth and manufacturing capabilities. Sanjeet Singh, a senior advisor at NITI Aayog, stated on Tuesday that the government has been promoting sports equipment manufacturing as a strategic sector for the past decade, implementing solid measures under the Atmanirbhar Bharat initiative.
In an interview with a news agency, Singh explained that in alignment with Prime Minister Narendra Modi’s vision of ‘Atmanirbhar Bharat’, NITI Aayog has developed a comprehensive roadmap for the growth of the sports equipment manufacturing sector. He noted that this roadmap has been adopted by the Ministry of Youth Affairs and Sports and successfully implemented as a viable plan.
Singh remarked, “For the past decade, the Indian government has been advancing sports equipment and material manufacturing as a strategic driver of development. The report prepared by NITI Aayog has been transformed into an effective plan by the Ministry of Youth Affairs and Sports.”
He further mentioned that nearly 90% of the units operating in the sports equipment manufacturing sector fall under the micro, small, and medium enterprises (MSME) category. Studies conducted by NITI Aayog and discussions with industry stakeholders revealed that the biggest challenges faced by this sector are not financial but regulatory and procedural.
He stated that most manufacturing units are affected by various administrative processes, regulations, and other non-financial barriers. Addressing these obstacles could make the industry more competitive and globally capable.
“Our study clearly showed that the majority of issues faced by sports equipment manufacturing units are related to regulations, processes, and other barriers, rather than financial constraints,” Singh added.
He emphasized the crucial role of branding in the success of any product, asserting that India should not merely wait for established global brands. Instead, the country should aim to establish ‘Made in India’ as a strong global brand.
“Branding is the lifeblood of success in any sector. However, we should not just wait for big brands to enhance our manufacturing. Our goal should be to give ‘Made in India’ a robust global identity,” he said.
According to Singh, the ‘Made in India’ brand cannot be built by the efforts of a single individual or organization. It requires collaboration among athletes, sports organizations, young talents, the corporate sector, and sports events.
He noted that platforms like SportsCom and events related to the sports industry can play a significant role in giving a new identity to India’s sports manufacturing sector. When athletes use Indian products and the industry adopts high-quality standards, Indian sports equipment can carve out a distinct identity in the global market.
NITI Aayog indicates that the government’s effort is to promote the sports equipment industry under the Atmanirbhar Bharat initiative, similar to the promotion of electronics, defense manufacturing, and other strategic sectors. This will not only create new job opportunities but also provide Indian MSMEs access to global markets.
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