India’s Paralympians, who shone on the grand platform with a record-breaking 29 medals, will look back on their journey in Paris with pride.
By doing this, they improved upon their success from three years prior at the Tokyo Games, where they won an astounding 19 medals.
Even though these para-athletes’ performance has improved and they are now receiving much-needed attention, corporate heavyweights and the brand ecosystem have not yet relaxed their financial restrictions.
“The viewpoint has evolved. Things are improving now, both in terms of facilities and finance, according to Rubina Francis, the bronze medallist in pistol shooting.
Francis, with a serene smile, tells Business Standard, “We are Olympic winners, feeling like a celebrity.”
Mona Agarwal, a Paralympian medallist and shooter who was a beneficiary of the government’s flagship para Khelo India plan, which aims to find Olympic superstars, discusses the necessity for grassroots encouragement.
Right now, I’m a medallist. I’m confident I’ll have adequate assistance. What about those who are just beginning their trip, though? Brands and the government ought to arrive sooner, Agarwal remarks, stressing that it would have been more beneficial if she had gotten this encouragement earlier in life.
However, Agarwal continues, “I had no support, and any scheme—Khelo India in my case—can help a lot.” “A minimum of Rs 10,000 per month was sufficient to cover my escort’s salary,” she continues.
Para-athletes acknowledge the efforts of the government and the emergence of non-governmental organizations such as Olympic Gold Quest and GoSports, but they concur that a multitude of chances remain untapped in the brand ecosystem.
“There is still a significant disparity in brand partnerships and endorsements between athletes with disabilities and those without. Paralympian shooter Avani Lekhara from Rajasthan, who became the first Indian woman to win two gold at the Paralympics, tells Business Standard that greater visibility is needed going forward.
Even though companies are now willing to collaborate with the Indian Paralympic Committee, deals involving individual athletes’ brands are still quite rare.
According to Neerav Tomar, founder and managing director of IOS Sports, the organization that represents a number of athletes, including Paralympians Sumit Antil and Nishad Kumar, “talks are on, but they are mostly short-term engagement and not endorsement deals.”
Tomar continues, “At this point, the number (of deals for Olympians and Paralympians) is not really comparable.”
It’s not like para-athletes have historically had a lot of brand representation. According to Vishal Jaison, co-founder of Baseline Ventures, “it has triggered considerable organic interest with their best medal tally in Paris.”
“A number of inquiries and conversations are occurring,” he observes.
Does the government have the resources to support athletes on a worldwide scale? Experts and athletes agree that greater funding is required for parasports because of its complexity and specialized gear.
According to former Paralympic fencer Vibhas Sen, “Corporations can provide additional funding for training, equipment, and travel.”
He emphasizes how organizations may provide long-term stability by setting up mentorships and post-sport job pathways.
Manish Narwal, a para shooter and silver medallist at the Paris Games, believes it would take another four to five years for the business community to become interested in parasports.
“OGQ, GoSports, and government recognition are just a few examples of the foundations that help athletes feel less concerned about funding,” says Narwal.
Track and field gold champion Balwan Singh claims that the Delhi government gave him Rs 1,00,000 in prize money upon his return, whilst competitors with physical disabilities received Rs 10,000,000.
“There was a protracted judicial struggle. Now, the prize money is comparable, says Singh.
According to him, “the training was difficult back then; athletes used to train wherever they could find space.”
“There is now a lot more public interest, awareness, and media attention. Sen continues, “The infrastructure for para-athletes has significantly improved.
“Nobody knew the sport when I started archery in 2017,” states para-archer and Paris medallist Rakesh Sharma.
The paraathlete program didn’t start until 2023, despite the Khelo India scheme being introduced in 2017.
Tokyo Olympics: The pivotal event
Lekhara is an inspiration to 20-year-old para-athlete Abiba Ali, who practices at Siri Fort Sports Complex in New Delhi.
“An accident in 2015 that rendered me confined to a wheelchair and uncertain about my future,” explains Ali.
She continues, “I am now aiming for the next Olympics.”
I was searching for possibilities when I became interested in Avani’s narrative. “Her winning the gold in Tokyo was my last wake-up call to pursue this sport,” continues Ali.
Francis and Narwal concur that perceptions of para-athletes have shifted since the Tokyo Olympics.
Jaison continues, “Brands are open to exploring long-term, meaningful partnerships with the consistent performances of para athletes at the global stage and the increased international visibility, especially the last two Olympic editions.”
It is now time for the nation’s Paralympians to enjoy their newfound fame.