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NBA's Rajah Chaudhry on embedding basketball into India’s cultural DNA
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NBA's Rajah Chaudhry on embedding basketball into India’s cultural DNA
India has long been a cricket-first nation, with the sport shaping sponsorships, brand playbooks, and cultural currency. In such a landscape, introducing basketball without a legacy, infrastructure, or mass exposure was always going to be a challenge. When the NBA entered the Indian market in 2011, it did so against a backdrop of low visibility and a fragmented ecosystem of support. Over the past decade, however, NBA India has steadily worked to…
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