Archive · 8 Sep 2026
India's Sports Retail Could Grow 100-Fold Over Two Decades
Niteen Shah believes India’s sports shops and businesses could become 100 times larger in the next 20 years.
He says more people are playing sports, especially outside the biggest cities.
Online shopping could help athletes find equipment and learn about products.
Shah recently published a book about sports retail and his own business journey.
He believes young athletes need good training, food, fitness work and mental preparation.
He also thinks sports should be a regular part of school life.
Shah suggested that children exercise for one or two hours three times each week.
He said pickleball is becoming popular with families, young people and corporate groups.
He also believes Indian-made sports equipment can offer more affordable choices.
Total Sports and Fitness founder Niteen Shah predicts India’s sports retail industry could grow 100-fold over the next 20 years.
Shah launched his book, Sports Retail, through the International Institute of Sports Management’s Knowledge Series.
He said e-commerce, smaller cities and rising participation will drive the industry’s expansion.
Shah emphasized grassroots participation, structured training, nutrition, fitness conditioning and mental preparation for developing sporting talent.
He advocated regular sports activities in schools and highlighted pickleball and affordable Indian-made equipment as ways to increase participation.
- Who
- Niteen Shah, founder and managing director of Total Sports and Fitness, made the projection.
- What
- Shah said India’s sports retail industry could grow about 100-fold over the next two decades and discussed ways to expand participation.
- When
- The book was recently launched, while the projected growth is expected over the next 20 years.
- Where
- The book was released in Delhi, and Shah discussed opportunities across India, including smaller cities.
- Why
- He attributed the potential growth to rising participation, e-commerce, expanding organized sports and opportunities in tier-two, tier-three and tier-four cities.
- Industry forecast
- Shah said sports retail could grow around 100 times in 20 years.
- Book
- Sports Retail, written by Niteen Shah, was launched through the International Institute of Sports Management’s Knowledge Series.
- Online retail
- Total Sports and Fitness is relaunching its online portal with product information and educational content.
- Expansion locations
- The company has stores in Dharmapuri and Hosur, with outlets coming up in Khammam and Kanpur.
- Participation focus
- Shah identified smaller cities and grassroots sports as major opportunities.
- School recommendation
- He proposed one or two hours of sports activity three times a week in school curricula.
- Recreational sport
- Shah highlighted pickleball as a social and accessible activity for families, young people and corporate groups.