Shrachi Group to diversify into sports and F&B segments
Sports sponsorship franchise has grown by 105 per cent in India from 2021
Rahul Todi is the Managing Director of Shrachi Sports Venture, while the company has brought on board tennis legend Leander Paes as the co-founder and the flamboyant former cricketer Sandeep Patil as the chief mentor
Shrachi Sports Venture, the fledgling outfit from the stables of Kolkata-based diversified Shrachi Group, is gearing up to grab a significant slice of the large sports sponsorship pie. The total sports sponsorship spending in the country is estimated to have reached over Rs. 5900 crore at the end of 2022. And it has been growing at a faster pace ever since.
The ‘2023 India Sports Sponsorship’ report by GroupM suggests that this is a vibrant sector where economic vigour and branding excellence are clearly evident. A recent study by Sporting Nation 2023, on its part, also shows that the sports sponsorship franchise has grown by 105 per cent in India from 2021.
The decision to foray into games and sports and float Shrachi Sports Venture was triggered by the fact that the company had always wanted to take an active part in the development and promotion of sports facilities and infrastructure in the country and groom sporting talents in its quest to produce world conquerors of tomorrow. The thoughts were backed up by the fact that the sponsorship market in India has grown immensely over the years and the landscape of Indian sports has experienced a transformative leap forward in recent years, said Amitava Bhattacharya, chief business officer, Shrachi Group.
It all started with strategic partnership with soccer giant East Bengal Club, franchise ownership of RARH Tigers, the Burdwan Team for the Bengal PRO T20 League, association with Indian Paralympic Association for KOBE World Athletic Championship-2024, Paris Para Olympic 2024. The strategic partnership with East Bengal has been intended at improving and scaling up club infrastructure and facilities, training and coaching and bringing up new soccer talents.
While Rahul Todi is the Managing Director of the new company, the company has brought on board tennis legend Leander Paes as the co-founder and the flamboyant former cricketer Sandeep Patil as the chief mentor.
Shrachi Sports Venture will eventually get into other exciting associations and engagements like Bihar Premier League, rugby, tennis, hockey, Panja League and so on.
“In the long run, we have plans to establish multiple sports colleges and schools, partner with sports associations and clubs to provide advanced training and career opportunities, create a centre of excellence and an AthLead Academy. We have also lined up an ambitious plan for getting into the F&B segment under Shrachi Sports Venture, by rolling out sports-themed Shrachi Food Trucks, Shrachi Lounge, Shrachi Cafe/QSR chains,” said Bhattacharya.
The overall activities of Shrachi Sports Venture would encompass many more things. The company will work towards creating Sports IPs, setting up of Shrachi Sports Arena, Shrachi Sports Development Centre, athleticism and merchandising, ownership of sports assets, training and coaching, uplift of women sports by tapping talent, development of sports curriculum, loyalty programme and the likes, he added.