Self‑Reliable India Pushes ‘Made in India’ Sports Brands onto World Stage

New Delhi – Senior advisor Sanjeet Singh of the NITI Aayog emphasized that the "Atmanirbhar Bharat" drive is now extending to the sports equipment sector, with a clear focus on turning "Made in India" into a globally respected brand. The commission’s roadmap, adopted by the Ministry of Youth Affairs and Sports, outlines measures to boost production capacity, improve quality standards and open new export avenues.

Approximately 90 percent of the companies involved are MSMEs, which face a maze of regulatory and procedural hurdles rather than a lack of capital. Singh pointed out that simplifying licensing, reducing compliance costs and creating a single‑window clearance system are essential steps to make Indian manufacturers more competitive.

Branding, according to Singh, is the lifeline of any product’s success. India cannot rely on foreign brands to validate its sports gear; instead, a concerted effort from athletes, sports federations, corporate sponsors and event organizers is needed to showcase Indian products.

Platforms like Sportscom and other industry gatherings can provide the exposure required for Indian gear to gain acceptance among athletes and coaches worldwide. When top‑level players start using domestically produced equipment, it sends a strong signal to global buyers about the reliability and performance of Indian sports goods.

The government’s ambition mirrors the support extended to sectors such as electronics and defence, aiming to generate employment, empower MSMEs and position India as a formidable player in the global sports manufacturing arena.