Times of India·
'India is at the cusp of sporting culture change': NBA India's Sunny Malik
NBA sees India as a long-term growth market driven by a young population, rising discretionary spending and strong basketball participation at school level. Through initiatives like BUDX NBA House and broad media distribution, the league is building culture around the sport. In an interaction, Sunny Malik and Rajah Chaudhry highlight how India requires a tailored strategy, with sustained growth expected across participation, viewership and engagement.
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