Still, its early days for Formula One in India

The wait for India hosting a Formula One event ended in October 2011 when Noida was chosen as the venue for the annual Grand Prix to be held. It was an exciting time for fans, businesses and the participating drivers in particular who wanted to visit the country but could not due to professional commitments across the world.

The fans included Sachin Tendulkar, whose passion for cars is well known. Other celebrities such as Shahrukh Khan graced the event with their presence, making the event give more publicity than before. However once the race was over, the buzz died down severely.

Nobody had in their mind a tournament which was organized fabulously by the Jaypee Group, considering it is only into real estate in North India. Apparently, Formula One is a sport which attracts the upper class of society the most, like golf for instance. Or those who love speed, cars and technology the most. And this market is very restricted.

Brands associated with it such as Ferrari, Red Bull, Marlboro, Hugo Boss and Credit Suisse do not fit into the annals of the Indian market, which is of the masses and this is where marketers failed miserably. Sport is meant to create an emotional connect between people, irrespective of their loyalties or background. Cricket and to some extent, world football does that the best in India.
Ticket prices were also extremely expensive, and of course few would want to sit in the Delhi heat in October to watch an event in which they have no idea which car is doing better than the other, because of their lightening quick speed!

Businesses such as Airtel invest in Indian sport no doubt, but they do nothing to develop it. And Formula One needs it the most in India. Kingfisher and Sahara own Force India, but where are the top quality Indian drivers?

One may get the feeling that Narain Karthikeyan and Karun Chandok could have lived up to their potential, had grassroots development and financial support been greater in the country. Thus, lack of sporting heroes is another reason why Indians have not yet embraced F1 with open arms.

Plus, Formula One is a way of life in the Europe and USA as it is an embodiment of smooth roads in which any ordinary person can drive with speed. So, sponsors are able to engage fans in their activities even when races are not happening. This cannot be the case in India, perhaps forever.

More people are getting richer and westernized plus gaining more access to television, which is a positive sign. Yet, India is a market of cultures and subcultures, a unique and challenging one indeed to conquer.