str8bat, India’s leading sports technology startup, has introduced a ground-breaking AI-powered smart sticker that can turn any cricket bat into a performance analytics tool. Elev8 technology from str8bat, which is infused with cutting-edge sensor technology and designed for elite-level precision, offers a revolution in how batting data is collected, evaluated, and applied, all while retaining the bat’s feel and shape.
More than just a sticker, it symbolises cricket’s new AI-powered edge. The ultra-lightweight sticker, which uses str8bat’s revolutionary elev8 camera-less technology, displays real-time AI insights such as bat speed, swing angles, impact zones, and more in an undetectable, intuitive, and adjustable manner.
The smart sticker was revealed during a high-energy ceremony at CCI Mumbai, attended by cricketers Greg Chappell and Kiran More. It reimagines performance technology for contemporary cricketers.
At the event, SportsMint Media had the opportunity to speak to Gagan Daga, Co-Founders & CEO and Madhu Sudan, Co-Founder of str8bat. In the interview, the duo discussed the inspiration behind str8bat’s innovative technology, insights into their latest advancements, the company’s revenue streams, and much more.
1. Can you share the story of what sparked the idea for str8bat?
Our journey with str8bat started back in 2017. At the time, I was working in the corporate sector at SAP. But sports had become a huge passion for me, and I realised that globally, millions of people play sports. A good question is: why? It’s because people fall in love with playing sports. And ultimately, we all want to play better. But that’s where a fundamental problem lies, you can’t improve what you can’t measure.
Sports traditionally relies on lagging indicators like how many runs you scored or how many wickets you took. There’s almost nothing in terms of leading indicators, the insights that tell you how to perform better. That’s what sparked str8bat. We thought: what if we could make sports equipment “talk” in a language that players and coaches understand? It was a mix of bravery and perhaps a bit of craziness — creating a category that didn’t exist. But that’s how it all began.
2. Is it true that even today str8bat faces little to no direct competition?
There are a few players trying to do similar things, but I honestly don’t believe we have real competition yet. None of them have taken a single customer from us. The market is massive, and actually, having more companies making similar tech would help us. It would create more awareness because right now, many people still don’t know such technology exists.
The sports tech industry is growing rapidly. By 2030, it’s projected to be a $50 billion market worldwide, with India alone expected to grow into a $30 billion market at a CAGR of about 30% year-on-year. There’s huge potential.
3. Can you walk us through how str8bat’s technology functions—from capturing a player’s swing to delivering actionable feedback?
For every shot, we capture more than 1,600 data points. We spent nearly two years figuring out the ideal placement on the bat for the sensor to collect the most accurate data. Those raw data points are then converted into completely new metrics that never existed before. Traditionally, coaches might tell a player, “You need to improve.” But improve what? From where, to where? We developed a kind of SI unit for sports performance, specific, measurable metrics that show exactly what a player needs to work on. This allows for precise improvements rather than endless trial and error. In the past, players had to go through intense practice just to fix small problems. Now, they can pinpoint exactly what needs adjustment.
4. Does str8bat’s technology also capture head movement or other aspects of body mechanics?
Yes, everything in a player’s body movement manifests in the data we capture. For example, through metrics like the timing index, we can tell whether a player’s head is balanced at the point of impact. In batting, a player is stable only twice: at stance and at the point of impact. If the timing index is good, that usually means balance and technique are good.
We do have plans to capture even more body dynamics in the future. But since this technology is still new, we’re cautious about adding more sensors right away. There’s already a lot of new information for the market to absorb, and we don’t want to overwhelm users. It’s important to take the market along with us rather than always running ahead.
5. Can you outline the different revenue streams for str8bat?
We have four key revenue pillars:
OEM Partnerships: We work with brands like SG to integrate our sensor into bats. Together, we’ve even launched a new category called “Smart Willows,” moving beyond just Kashmir Willow and English Willow bats.
Geographical Expansion: We’re currently live in India, Australia, and the US, and we’re launching in the UK soon. We have dedicated representatives in each country handling all business channels.
B2B Services: We provide analytics-as-a-service to academies and clubs.
Direct-to-Consumer (D2C): We sell via our website and through online marketplaces and retail partners.
We plan to add more revenue streams in the future as the market evolves.
6. Could you tell us about your hardware costs and how the subscription model fits in?
In India, our price point is INR 6,499, which includes the sensor, one year of subscription, and GST. After 12 months, users renew their subscription for INR 1,188 per year. We’re currently focused on customer acquisition and have already seen healthy renewal rates from users who started with us a year ago. Moving forward, retention and maximizing lifetime value (LTV) will be key priorities for us.
7. How did your partnership with SG develop, and what led to the creation of Smart Willows?
SG faces challenges similar to any other OEM in the cricket industry, from sourcing quality willow wood to innovating new products. We wanted to help them move beyond traditional constraints and bring innovation into bat-making. Together, we launched the Smart Willows category, and we’ve already seen prototypes. Many new SKUs are in the pipeline.
People often ask whether these bats can be used in official matches. Right now, players are using them in practice matches, and it’s only a matter of time before governing bodies like the MCC update their rules to accommodate new technology. Importantly, our smart bats don’t create any unfair advantage, they simply help players understand and improve their performance.
8. How did your partnership with the Rajasthan Royals come about, and in what ways has it influenced str8bat’s strategic roadmap?
Our relationship with Rajasthan Royals started at the grassroots. Initially, their team wasn’t sure what str8bat was about. Zubin, their Head of Cricket, decided to run a pilot to collect data and see if our technology could help. Over the past six to seven years, we’ve evolved into a trusted partner for both talent development and talent scouting. All their players use str8bat’s technology, and the data we collect feeds into their auction strategy and player development plans.
Interestingly, even players who didn’t get picked by the Royals have benefited because about 50–60% ended up being picked by other franchises based on the data insights. It’s not just a sponsorship; it’s a deep, data-driven collaboration. Our approach at str8bat has always been to build strong partnerships across the ecosystem, whether with boards, franchises, OEMs, or other stakeholders. We’re creating a new category and don’t have massive cash reserves like big tech giants, so working with the entire sports ecosystem is critical.
We’re fortunate to have built a tech business that gives us a significant advantage. Our technology is validated, our credibility is established, and we’re already seeing usage at scale, and that’s what sets us apart.
