There are four Golf Courses in Gurgaon, more than 600 acres of Greens. This may not be a topic of discussion for majority of residents but I wish to draw your attention to this rather neglected sport. Golfing in India shot into prominence since 1970 when Government of India officially banned hunting. Many a hunters switched to Golfing as a respectful substitute that involved aiming, shooting and collecting trophies.
Haryana Government’s annual spent on sports was less than $1 M in 2008 but they produced 1.5 medalists in the Beijing Olympics. Wrestling champion Sushil Kumar lives not just across the street in Delhi but he gets all his provisions except water from Haryana. Second only to Kenya, Haryana has most efficient utilization of public funds in sports. In contrast when we consider golf, with its massive investment in golf infrastructure, the sport has not lived up to the high standards set by the state. Miffed at these findings the State Government of Haryana levied 25% entertainment tax on golf. News like this should have led to international protest at World Economic Forum but not as much as a formal letter from IGF to reconsider the decision was sent to India.
Many of the sponsors of the golf, I have spoken to are deeply disturbed by the turn of events for golf in fiscal year 2009-10. Golf was worst hit by Global Recession, stated here merely as a fact and not to gain readers’ sympathy. Right when things had started to look up on the economy side, golfing world was struck by yet another tragedy caused by one of its greatest ambassador. Now try explaining to your CFO that golf is a sport and not entertainment! Two audit firms appointed by corporate finance and commissioner of tax have independently recommended not granting sports status to Golf until it gets included in 2016 Olympics. A traditional marketing approach to such temporary setbacks is to initiate Golf Appreciation Academy for Finance Professionals/Future CFO’s/Accounting Firms and hope for the best. In hard times hope has diminishing conviction.
There is no time to grief, extraordinary times call for radical approaches. For the very first time in the golfing history certain sales executives were hired to boost the golf membership numbers. Combo offers of golf with Kitty Parties, Yoga and Nature Walk were presented to prospective clients. Major credit cards offered golf to their exclusive Platinum membership with flimsy entry criterion. If this was to continue unabated there will soon be golf deals at retail store near you! Purely from a marketing and branding perspective one may not agree with the Sales approach, but it is hard to ignore the effectiveness of these programs. There are many unbelievable stories in golfing circles romanticizing the sport; most famous one of course was the hole-in-one offer from BMW.
I am sure you are still wondering what it has got to do with you. Your loyalty to Cricket is not up for sale. The only sporting activity to your credit is the automatic morning jogger. You may not be a Golf aficionado but you belong to an aspiration generation caught in the juggernaut of India growth story. Your ability to scale Gurgaon’s shining buildings is unmatched. The glass ceiling that one hits on their way up can easily be overcome by golf. As you stand alone contemplating in your corner office, the only sport that reciprocates back with same loneliness is Golf. You don’t choose golf, Golf chooses you!
It is never too late to learn Golf as long as you have the right wardrobe to go with it. Jeans are forbidden and round neck t-shirts can cause a mini riot at the course. If you try to smuggle a golfing-set bought at Father’s Day sale from Hong Kong chances are that you will barred from at least 3 Golf Courses in Gurgaon. Though I get no commission in promoting these brands but you cannot go wrong with Callaway, Ping or TaylorMade. The object of the game is to whack a tiny ball and have fun finding it on the course; eventually the ball gets exhausted and runs down the nearest hole. To the beginners golf may appear to be a game of chance however with some practice at calculating weighted averages a handicap is assigned by the authorities. Handicap allows beginners to mingle with scratch golfers without loss of self-esteem. If the Olympics committee adopts golf handicap system for other sports the medals tally will be reflective of Population, GDP and Bilateral Trade. USA could get out of its massive budget deficit simply by allowing other countries to square it off with some medals in return.
When God created humans he deliberately hid a perfect golf swing in the body. The purpose of every golfer is to search for that perfect swing. There are so many external factors to enhance the swing like the number of dimples on the ball, the size of the iron, direction of the wind, the dew on the grass, etc. but if the swing is too shy to come out, it can ruin a perfect weekend. Golf is a discussion game, give a golf club to a recluse and he will be a gregarious chirping bird. It is for this property Golf is effectively used by business to negotiate difficult deals. I could suggest to Times of India to include Golf in season 2 of Aman ki Aasha, it may just turn out to be better a diplomacy tool than Sufi Music.
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