Sporting culture is needed where marks are given to students for sports in schools, jobs are assured for sportsperson, and sponsors are willing to support them through rough times.
People need to take as much interest in other sports as they take in cricket, and that's where we come across a vicious cycle of performance, sponsorship, recognition, jobs and TV visibility. It's a typical chicken-and-egg story; each one is directly related to the other without an answer for what comes first.
Cricket pays well, so a lot of people are naturally drawn towards the game. But to carve a niche in non-cricket sports is not easy. So state governments need to be proactive. Indians need to be made aware of the power of an Olympic medal. It should be treated at par with an Oscars or a Nobel Prize.
