As India approaches another turning point in its sporting culture with women’s participation accelerating, Olympics and World Championships regularly featuring Indian athletes, Kuckreja Sports at MG Road Camp Area comes as a witness and participant.
“The store was founded by my grandfather Thakurdas Madan in 1898. From the very beginning we sold all types of equipment needed for sports like football, cricket, tennis and badminton,” says Vivek Madan (80), third-generation owner of Kuckreja Sports.
In the early 1900s, when big games such as football, cricket and tennis were still considered elite class activities, Kuckreja operated as the premier retail haven for a small circle of enthusiasts.
the store in Pune began with the singular mission of making quality sports equipment accessible. “Until 1952 or 1953, Kuckreja was practically the only place where you could buy sports equipment in Pune,” recalls Madan. “Naturally, we attracted all the athletes.”
Recalling the customer base of the 20th century, Madan says, “90 per cent of our orders came from the British. Besides, several maharajas of India were also our major customers.” The wealthy elite, British civil servants and government officials formed the store’s main clientele. Kuckreja was a business that thrived at the intersection between colonizer and colonized.
In the early 1900s, when big games such as football, cricket and tennis were still considered elite class activities, Kuckreja (second store from the right) operated as the main retail haven for a small circle of enthusiasts. (Specially fixed)
Despite the increasing scope of the manufacturing business after independence, the Madan family decided to remain in retail. After independence, they set up branches in various Indian cities like Solapur, Nagpur, Bengaluru. Finally, in 1963, Madan’s father Indranath and uncle Satyapal founded Champion Sports, a separate but parallel company that would complement Kuckreja. Today, the family operates both branches on MG Road and near Deccan Gymkhana. “Our whole family has been in this business,” Madan says. And the newest generation, his grandson, represents the fifth chapter of Kuckreja’s legacy.
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“In the early years,” recalls Madan, “cricket bats, tennis rackets and badminton equipment were made from wood, pure, unadorned wood, molded by hand. Volleyballs, footballs and basketballs were made from real leather, with rubber inner tubes and leather cords used for air filling.” “Now,” Madan points out, “we have rubber balls with simple holes for filling with air. Some of the old ones, with rubber tubes and leather laces, still exist in our Champion Sports branch.”
Evolution accelerated during the 1970s and 1980s. Metal rackets replaced wooden ones. Synthetic materials and carbon fiber emerged on the market. Madan observes how these innovations made sports democratic: “The transformation was not about replacing the old; it was about making the game accessible to everyone.”
Until the mid-1960s, sports in schools and universities remained a niche activity. The participation of girls was almost non-existent. “However, the 1982 Asian Games transformed the attitude towards sports,” says Madan, explaining how sports went from being a luxury to a necessary aspiration.
For Pune, Madan points out, “Pune’s sporting attitude has always been better than other cities.” Madan was one of the few people who witnessed the transformation firsthand. “Pune is among the best cities in India in terms of sports participation. Now, boys and girls participate in large numbers. We have the largest number of indoor badminton halls. Both in quality and quantity, Pune stands out every year.”
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This evolution in Pune’s sports culture reflects the transformation in the way people view sports equipment itself. The attitude towards spending has undergone a complete reversal. “I still remember conversations from decades ago,” Madan reflects. “Women said, ‘This is very expensive. I would rather buy a silk sari for this price.’ That mentality has completely changed. Women and girls now buy sports equipment without hesitation. They never compromise on quality and don’t think twice before spending money.”
These changes do not occur overnight. This is where Kuckreja’s longevity is instructive. In an era of e-commerce and discounting, Madan acknowledges: “The legacy is there, but what we sell and at what price we sell is more important. Customers come back because of the desirable quality and price. That is our USP.”
The store has also selectively embraced modern technology. For badminton, tennis and squash rackets, Kuckreja invested in the latest electronic stringing machines, the type used in professional tournaments. For example, Madan points out, “when Yonex launched its latest technology, Kuckreja immediately acquired it.”
Recalling the challenges Kuckreja faced, Madan reveals, “After 1947, the business endured seven or eight years of decline as the nation found its footing. Then, fast forward to COVID-19 pandemic, sports participation plummeted and sports equipment became irrelevant.”