Growth in “sports culture” part of India’s push of soft power and hopes of hosting the 2036 Olympics

Now Indian PM Modi is chasing an Olympic Games for India

Sport is on the mind of the Government of Indian Prime Minister Mr. Narendra Modi.

No doubt the next election he and the BJP face will have a big sports focus.

And words are being backed up by action – the Indian Government has a US$474 million sports budget this year.

PM Modi has always been ambitious for India – and his spending will create a sporting infrastructure boost to underpin the India push to host the 2036 Olympic Games.

A future Olympic Games could capture the minds and pride of Indians everywhere, including the large Indian diaspora here in Australia.

PM Modi recently stated that India’s soft power will grow with the development of a sports culture. Speaking at the inauguration of the Khelo India Youth Games, he highlighted the government’s focus on modernising sports infrastructure with the goal of hosting the 2036 Olympic Games.

A significant portion of the US$ 474 million sports budget for the year is being allocated to this purpose.

India has submitted a Letter of Intent to the International Olympic Committee to host the Games and is competing with countries such as Qatar, Saudi Arabia, Turkey, South Korea, Indonesia and Chile for the hosting rights.

The sports budget has increased more than threefold in the past decade, with over 1,000 Khelo India centres now operating across the country, including more than three dozen in Bihar.

Australia has been doing well via cricket – opening new training facilities and programs in India and chasing other collaborations.

PM Modi’s big sports spend shows the timing is good for all areas of sports in Australia to get over to India and actively participate in this growing sector.

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Author: Stephen Manallack

Former President, Australia India Business Council, Victoria and Author, You Can Communicate; Riding the Elephant; Soft Skills for a Flat World (published by Tata McGraw-Hill INDIA); Communicating Your Personal Brand. Director, EastWest Academy Pty Ltd and Trainer/Speaker/Mentor in Leadership, Communication and Cross Cultural Communication. Passionate campaigner for closer western relations with India. Stephen Manallack is a specialist on “Doing Business with India” and advisor/trainer on “Cross-Cultural Understanding”. He is a Director of EastWest Academy Pty Ltd which provides strategic advice and counsel regarding business relations with India. A regular speaker in India on leadership and global communication, his most recent speaking tour included a speech to students of the elite Indian university, Amity University, in Noida. He also spoke at a major Federation of Indian Chambers of Commerce and Industry (FICCI) global summit, the PR Consultants Association of India in Delhi, the Symbiosis University in Pune and Cross-Cultural Training for Sundaram Business Services in Chennai. He has visited India on business missions on 10 occasions and led three major trade missions there. He provides cross-cultural training – Asia and the west.

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