MADHAV R PEDNEKAR
PANAJI
With Quess Corp coming on board as a major investor in East Bengal, much has changed at the storied Kolkata club. After an impressive 2-1 win over Churchill Brothers on Thursday, they are second in the I-League standings after an indifferent start.
As the new promoters of the 98-year-old club, the Bengaluru-based business services provider has taken the onus of turning around the fortunes of the team. Ajit Isaac, CMD of the company, talks about the new challenge and how they intend to turn the Red and Golds into a ‘world-class club’.
Q: What made Quess make a foray into sports? Why did you choose to invest in a football club?
Ajit Isaac: Quess is expanding its service offerings and building multiple platforms constantly. At this juncture, it becomes important to invest in long-term branding initiatives that can help us connect with different set of customers and build better brand engagement. The investment in world’s number 1 sports, football, is aimed at contributing to the sports participation and development of football in the country.
Q: Did the possibility of joining the ISL in the expanded league in the future make it a more lucrative project?
AI: It is too early to comment on this at this point. We are taking one step at a time and largely focusing on building a world-class team. We want our players to focus on the match while we take care of their training and other infrastructural support. The fans should get the worth of their time and money while watching the team play and we look for their continued support. We want the fans of the club to enjoy every East Bengal match and look forward to the next.
Q: Being a newcomer to the sports business will present its own challenges; especially running a supporters based club in the hotbed of football. How do you look at this aspect?
AI: Sports has always caught my attention and especially football. I have grown up watching East Bengal and Mohun Bagan play and have some fond memories around it. I get excited seeing the stadiums filled with supporters and the emotional dynamics.
Q: Football as a business is a difficult proposition in India. Many ISL clubs are struggling to make profits even after being in the business for five years. What are your plans to generate revenues?
AI: We have always been different in our approach of business and yet have reached market leadership position in business services space. I see a lot of unexplored areas and potential opportunities to connect and engage the customers through our association with football. With an increase in the branding activities of the company, our services can now reach to more number of consumers and hopefully increase the exposure for the product. We have started using some of our brands directly with the club and will grow this engagement as we progress. As our business moves from the B2B (Business to Business) and B2C (Business to Consumer) space, associating with a sports asset is a super opportunity for us.
Q: What will be your role in development of the team?
AI: We follow a decentralised approach in business and the same is applied to the club as well. The club runs out of Kolkata and with a lot of independence but at the same time, following a professional approach at handling matters. There should be a sports culture in the country, not just viewership but in terms of sports medicine, rehabilitation, training methods, sports psychology and the whole ecosystem that promotes winning athletes.
