Guess what screams through the air at a whopping 565 km per hour? Not a peregrine falcon. Not a bullet train. Not even a Bugatti on the freeway.

It’s a shuttlecock flying off the racquet of an Indian champion who set the Guinness record for the fastest smash.

In ‘Net-Net’, episode 4 of Economies of Khel, economist Rahul De and media studies expert Kailash Koushik analyse the curious subculture and economic currents shaping one of India’s most cherished sports. They explore how badminton has woven itself into the social fabric of India.

For a sport that began in India as a British colonial import confined to Gymkhana clubs, badminton’s undemanding nature and accessibility helped it to permeate Indian society, carving out a special niche within middle-class neighbourhoods . It became one of the few sports where men and women could play side-by-side, offering a rare space for co-ed interaction in a conservative society. Kailash reflects on how, in these humble settings, badminton was almost like a cup of coffee—casual, accessible, and refreshingly uncompetitive, often played just to enjoy each other’s company.

For Rahul De, the rise of badminton in India can be viewed in two distinct eras: before and after Pullela Gopichand. The former national champion and celebrated coach established the Gopichand Academy in Hyderabad, a powerhouse that has produced champions like Saina Nehwal and PV Sindhu. Besides nurturing elite athletes, his academy has propelled the sport into the national consciousness, inspiring a new generation and sparking a surge in badminton courts and academies across the country.

In “Net-Net” we dig into the marketing personas crafted around Indian badminton stars, with Saina’s relatable small-town charm contrasting Sindhu’s high-gloss, urban image. These branding strategies offer a peek into badminton’s dual identity in India, balancing grassroots appeal with a rising, elite-driven professional presence. Today, it’s hard to find a place in India where badminton is not played.

Of course, if you tend to feel claustrophobic inside an indoor court, you can always step outside and enjoy a game of AirBadminton with a specially designed wind-resistant shuttle!

Intrigued? You have to listen to the episode for the rest. Tune in to unpack the fascinating layers of badminton in India.

Credits

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For more information and resources, visit our website: https://azimpremjiuniversity.edu.in/economies-of-khel/net-net-smashingly-curious-about-badminton