The inaugural World Audio Visual and Entertainment Summit (WAVES) 2025 concluded last week, sending a clear signal to investors and global markets: India’s indigenous sports are poised for an explosive commercial breakthrough.
A high-powered session, “Indigenous Sports: From India to the Global Stage,” brought together government policymakers, sports business magnates, and league architects to strategise the monetisation and international expansion of traditional Indian games, transforming cultural heritage into a lucrative global enterprise.
The summit moved beyond mere preservation, focusing on a proactive commercial strategy to catapult sports like Kabaddi and Kho-Kho onto the world’s lucrative sporting stage. The consensus was clear: these aren’t just games; they are untapped assets with immense market potential. The Pro Kabaddi League (PKL) was repeatedly highlighted as a flagship success story, demonstrating how strategic investment, professional league structures, and compelling broadcast products can transform a grassroots sport into a multi-million-dollar commercial powerhouse.
Anupam Goswami, Business Head of Mashal Sports & League Chairman of Pro Kabaddi League, presented compelling market data. “The 2024 season of PKL reached 201 million viewers, and we’re seeing growing traction for Indian indigenous sports. While the global stage remains a key aspiration, the real opportunity lies in unlocking the potential of India’s vast and diverse market. Indian indigenous sports are not just games — they represent a powerful, untapped opportunity for growth and engagement.”
This sentiment was echoed by Odisha Chief Minister Mohan Charan Majhi, who, while stressing the cultural significance, also implicitly endorsed the business vision: “Indigenous sports are rooted in our history and culture. They have been integral to our communities since time immemorial, inculcating various virtues like teamwork, endurance, respect for nature and collective joy. This event is not just a celebration of these games, but a way of life – a culture that reflects the wisdom, resilience and creativity of our ancestors.
“We must acknowledge the remarkable resurgence of traditional sports like Kabaddi. Thanks to initiatives like the Pro Kabaddi League, the sport has captured the imagination of millions across India. We have brought Kabaddi into living rooms and the hearts of people everywhere. What was once only played in small communities has now become one of India’s most popular and commercially successful sporting leagues, inspiring young boys and girls across the nation.
“Our vision is simple – to create champions in every village and to ensure that every child with a dream gets the right platform to start.
The economic implications were further underscored by the discussions on digital transformation. Nic Coward, Chair of the Regulatory Board of the England and Wales Cricket Board, advised, “To popularise these sports globally, we must embrace digital platforms, including e-sports.”
Yannick Colaco, Founder of FanCode, reinforced this, stating, “Access and engagement are key. With the right digital tools, we can deepen fan connections and globalise Indian sports,” he added.
Union Minister of State for Youth Affairs & Sports, Smt. Raksha Khadse commended, “India has already emerged as a global ambassador of Yoga. Now, we are proudly showcasing traditional games like Kho-Kho and Kabaddi on the international stage. Sport builds more than just bodies—it builds communities and strengthens the cultural fabric of the nation.”
Sudhanshu Mittal, President of the Kho-Kho Federation of India, revealed the sport is now played in 55 countries, with plans to expand that number to over 90 by the end of the year. “Indigenous games demand strategy, stamina, and spirit. They are globally relevant, but we need government support, strategic branding, and diplomatic engagement to take them further,” he said.
The WAVES 2025 summit effectively laid the groundwork for a new chapter in Indian sports. The focus is now on strategic branding, robust marketing ecosystems, attracting private investment, developing sophisticated media rights packages, and leveraging diplomatic channels to ensure India’s indigenous sports not only gain global acclaim but also deliver substantial economic returns, establishing themselves as significant players in the international sports business landscape.