In doing so, they bettered their performance at the Tokyo Games three years ago, when they bagged an impressive haul of 19 medals.
While the upswing in the performance of these para-athletes has brought them much-needed recognition, the brand ecosystem and corporate bigwigs are yet to loosen their purse strings.
"The perspective has changed. From facilities to funding, things are now getting better," says Rubina Francis, who grabbed bronze in pistol shooting.
"We are Olympic winners, feeling like a celebrity," Francis tells Business Standard, sporting a beatific smile.
Shooter and Paralympic medallist Mona Agarwal, a beneficiary of the para Khelo India scheme, the flagship government programme aimed at unearthing Olympic superstars, talks about the impetus needed at the grassroots level.
"I am a medallist now. I know that I will have enough support. But what about the ones who are starting their journey? Brands or government, they should come early," Agarwal says, adding that if she received this push early in life, it would have been more helpful.
"Nevertheless, I had no support, and any scheme, Khelo India in my case, can help a lot," Agarwal adds. "A monthly support of ₹10,000 was, at least, enough to pay the salary of my escort," she adds.
Although para-athletes highlight the government's push and the rise of nongovernment organisations like Olympic Gold Quest and GoSports, they agree that the brand ecosystem is yet to unlock a plethora of opportunities.
Bu hikaye Business Standard dergisinin September 09, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye Business Standard dergisinin September 09, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
IT stocks suffer biggest one-day fall in six weeks
Accenture promotion delay, past Fed rate cuts cited
Cabinet clears 'One Nation, One Poll' and host of proposals in farm to space
Soon after completing 100 days in office, the National Democratic Alliance (NDA) government has taken a series of decisions that would have political and economic implications for the country.
Tata Power to scale up internal RE component supply chain
Plans to manufacture key parts rather than buying them
IT staffers' FY25 salary hikes may be 5.5-8%
Experts say top performers may continue to see increases ranging from 12-18%
RInfra pares debt by 87% to ₹475 cr
Anil Ambani group firm Reliance Infrastructure (RInfra) and its subsidiary Reliance Power (RPower) have cleared a major part of their debt, with RInfra reducing its standalone external borrowing by almost 87.6 per cent to ₹475 crore, down from ₹3,831 crore as on June, according to stock exchange notices.
'No plans to phase out Kwid until rules allow'
Renault India, which saw a 33 per cent decline in sales in 2023, is facing a challenging 2024. The company's Managing Director and Chief Executive Officer VENKATRAM MAMILLAPALLE, discusses the firm's revival plans, launch strategy, and the future of the Kwid in an interaction with Shine Jacob in Chennai. Edited excerpts:
25-year-old company veteran Samir Kumar has cart full as he takes reins at Amazon India
Amazon has announced that Samir Kumar, a 25-year veteran of the company, will assume the role of head of its India consumer business effective October 1, 2024.
ZEEL refutes $940 mn Disney Star claim over ICC TV rights deal
Star India on Monday filed a statement of case seeking $940 million damages from Zee Entertainment Enterprises (ZEEL) over the terminated ICC TV rights deal, the latter said in a stock exchange filing.
Best option is to double down on mkt strategy: P&G India
Procter & Gamble Hygiene and Healthcare (PGHH) and Gillette India (GI), both listed entities of Procter & Gamble India, noted in their investor calls that despite near-term macroeconomic challenges, an above normal monsoon will help revive demand in India.
'Irreparable loss for us': EY India on death of CA
The death of 26-year-old chartered accountant Anna Sebastian Perayil is \"tragic\" and an \"irreparable loss\" for EY India, the company said in a statement on Wednesday.