By Cricket is not only a sport in India, but a culture, a religion to many, and a wealth creator. It is undeniable that it has taken over the national psyche with wall-to-wall media coverage, stadiums packed, corporate sponsorships, and a never-ending chatter on social media. However, this monomaniacal approach to cricket has its price: the other sports are ignored and underrepresented even in cases when the Indian athletes make some outstanding achievements.
The much-hyped Khelo India project by the government, which is aimed at promoting a sports culture across the board, is not the reality on the ground. The victory of hockey players with medals, wrestlers with international laurels, or track-and-field athletes breaking records is usually pushed to the background of the newspapers, or the end of a news bulletin. Not only does this exclusive celebration demoralise the athletes, but it also does not allow the sporting culture to grow into a truly diverse one.
Cricket: The Unquestionable Monarch
Cricket’s dominance in India is historical and systemic. The sport thrived during British rule and achieved enormous popularity after independence. This was followed by the 1983 World Cup victory, which put the sport on the positive side. It has since become the default national sport in terms of money, media coverage, and popular interest.
The Indian Premier League (IPL) is a multibillion-dollar industry in itself. Players such as Virat Kohli and Rohit Sharma are celebrities, who star in luxury ads and have social media empires. All their steps are followed, scrutinized and cheered. Special bulletins regarding cricket teams are broadcasted on news channels and there are discussions on prime-time programs on the selection of playing elevens and the selection of captains.
Cricket Reigns, Others Fade
Compared to other sports, their coverage is limited. Neeraj Chopra’s javelin gold at Tokyo briefly captured national imagination, but wrestlers like Vinesh Phogat and Bajrang Punia, who win regularly, get far less attention than cricketers scoring half-centuries. The Indian women’s hockey team reached the semi-finals at Tokyo, showcasing determination, yet coverage was fleeting. In contrast, even minor cricket losses attract extensive media coverage. Athletes in less popular sports struggle with poor training conditions, financial issues, and their achievements often go unnoticed.
The Role of Media in Misplaced Priorities
The media is an important factor in influencing people’s perception, but the media has done very little to provide balanced coverage. Cricket dominates the sports pages and bulletins to the exclusion of all other sports, and even major events such as the Asian Games or World Athletics Championships are given minimal coverage unless India has won a medal.
The television ratings make the editorial decisions, and cricket brings in numbers. However, this commercial reasoning proves to be a self-perpetuating cycle of no coverage, fewer sponsors, and decreased popularity of other sports. The outcome? The new wave of athletes who might otherwise have pursued wrestling, shooting, or athletics now aspire to be the next Kohli, not Mary Kom or Rani Rampal.
The Khelo India Paradox
Khelo India, launched by the Indian government in 2018, aims to revive grassroots sports by nurturing young talent across 20+ sports and developing infrastructure. While the vision is commendable, its implementation often conflicts with ground realities, with over-investment in cricket stadiums and poor facilities for athletics, swimming, and football. The gap between policy and practice is vast, with athletes sometimes complaining about poor amenities. Cricket, already wealthy, does not need Khelo India’s support, which should focus on neglected non-cricket sports.
A National Identity Question
A well-established sporting nation does not just celebrate and support its athletes. Other countries such as USA, China or even smaller countries such as the Netherlands and New Zealand are proud of multi-sport excellence. India, a country of 1.4 billion people, can become a sports superpower. However, that dream will never be realized when there is only one sport that is allowed to flourish and the rest languish in the dark.
Equal Respect Equal Coverage
Transformation should be initiated on every level. Sports federations must be more responsible and non-exclusive. Media houses need to reconsider the kind of stories they promote. There is scope for the use of sporting icons other than cricket by the advertisers. And the government should support its Khelo India vision through fair funding, infrastructure and recognition.
Even schools and colleges can play a crucial role in encouraging a multi-sport environment. Producing local heroes in various sports disciplines will make the next generation look beyond cricket and dream to become an Olympic winner, not an IPL star.
In the meantime, Indian sport will continue to be unbalanced–excellent in cricket, but uninspiring in that diversity which is supposed to be the goal of Khelo India.
