Gravolite, a leading manufacturer of sports mats, has solidified its position in the Indian sports industry by securing the coveted role of the official mat provider for the ongoing Pro Kabaddi League (PKL) season 11.
This partnership aligns seamlessly with Gravolite’s long-term business objectives, as the company strives to elevate its brand visibility, expand its market share, and generate substantial revenue.
SportsMint Media recently had the privilege of engaging in an exclusive interview with Mr Paras Maheshwari, Director of Gravolite, delving into the intricacies of this strategic alliance. Mr Maheshwari highlighted the numerous advantages that Gravolite brings to the table, including its status as the sole manufacturer approved by the International Federation, ensuring the highest quality standards and performance. Furthermore, the company’s commitment to innovation and collaboration with PKL has resulted in the development of cutting-edge mat solutions tailored to the specific needs of the sport.
While the partnership offers significant brand visibility, the spokesperson acknowledged the challenges in quantifying the exact return on investment. However, the prestige associated with being the official supplier to a major league like PKL is invaluable and contributes to enhancing Gravolite’s reputation in the sports industry.
1. How does this partnership align with Gravolite’s long-term business objectives and growth strategies?
Partnering with a prominent league like Pro Kabaddi aligns perfectly with Gravolite’s vision for long-term growth and brand expansion. Pro Kabaddi has become the benchmark among Indian sports leagues, and our association with the league enhances our commitment to delivering innovative, high-quality products. This collaboration encourages us to stay proactive and constantly refine our mats, meeting the rigorous standards of a high-profile league. Pro Kabaddi values these advancements, making them an ideal partner for our long-term goals. Their openness to innovation fosters a mutually beneficial relationship that drives us both forward.
2. What are the key competitive advantages that Gravolite brings to the table as the official supplier for Pro Kabaddi?
Gravolite holds a distinct advantage as the only manufacturer approved by the International Kabaddi Federation, offering the PKL a significant edge. Since PKL has grown to be nearly equivalent to a global event, similar to a world kabaddi championship, this international approval aligns with PKL’s stature and ambitions. PKL is already performing exceptionally well, both commercially and in terms of audience engagement, and our partnership supports its goals of maintaining this high level of success. By delivering quality flooring that meets international standards, we enhance the gameplay experience and reinforce PKL’s credibility on the world stage.
In addition, we prioritize top-quality materials and a commitment to instilling confidence in the PKL team. After multiple successful pitches to PKL members, we received an enthusiastic response. For the ongoing season, fans can expect to see the new flooring, which we developed in collaboration with PKL, tailored specifically for the unique demands of kabaddi.
3. Can you quantify the expected return on investment (ROI) from this partnership in terms of brand visibility, market share, and revenue generation?
In terms of brand visibility, there isn’t a substantial increase. While the partnership does include material delivery, there’s limited exposure linking us directly with the PKL. The sports mat manufacturing industry is relatively small, and brand visibility within this niche is limited. When it comes to market share, we face challenges because, while some know we supply mats, few are aware that we are an official PKL supplier. Finally, in terms of revenue generation, the financial gains are minimal. This partnership is more about brand prestige than significant revenue returns.
4. Given the multi-city nature of the PKL (Hyderabad, Pune, and Noida), what logistical challenges and solutions have been implemented to ensure timely delivery and setup of the mats?
There are significant logistical challenges in ensuring the timely delivery and setup of mats. For example, transporting mats from Haryana to Noida requires careful planning and coordination to avoid delays. To address these challenges, both our team and the PKL organizers are exploring customized solutions tailored to the unique needs of each location. Additionally, we focus on time management, vehicle tracking, and maintaining the safety of materials. We also coordinate closely with on-ground teams to ensure a smooth setup process at each venue.
5. Gravolite has a proven track record of supplying sports mats to the Pro Kabaddi League. Can you share key learnings from previous partnerships and how they have informed your approach to this season?
Working with prominent corporate clients and high-profile leagues has taught us important lessons in areas like logistics management, payment processes, and handling multiple points of contact (POCs). These partnerships have improved our administrative, delivery, and execution capabilities, strengthening our brand. Each season, we integrate new learnings, allowing us to refine our daily operations and continually raise our standards.
6. Beyond Pro Kabaddi, Gravolite also caters to other sports like Kho Kho and wrestling. How does the company balance the diverse requirements of different sports while maintaining consistent quality and performance standards?
At Gravolite, we use a unique formula based on our expertise in rubber and chemical engineering. This gives us a competitive edge, as two of our directors are qualified rubber technologists. With their expertise, we can conduct in-house R&D and control the entire process from development to production, allowing us to maintain both quality and confidentiality. Regarding certifications, we have the authority and capability to ensure our products meet required specifications consistently, thanks to our advanced machinery and extensive knowledge of materials and industry standards.
7. What are Gravolite’s future growth plans and aspirations in the sports industry? Are there any specific markets or sports segments that the company is targeting for expansion?
I believe any company working within a particular field aims for growth and expansion. In the short term, our focus is on entering the sports equipment export market. This sector has shown significant growth, especially with high-quality products, and we are putting in continuous effort to make our mark. Beyond our current offerings, we’re developing advanced products that are performing well internationally. For instance, we are the only company in India manufacturing rolling mats for wrestling, and globally, we rank as one of only two or three companies able to produce mats that meet the standards set by United World Wrestling (UWW).