BBC World Service: Attitudes towards women’s sports, sportswomen and women in India

The BBC World Service, an international broadcaster, researched the perceptions of gender and sport in India and not only improved business outcomes but also contributed to Indian society.


Research, at its best, not just improves business outcomes, but it makes a solid contribution to the society in which that business operates. The research for Indian Sportswoman of the Year (ISWOTY) managed to do exactly that.

The research project was complex and complicated, covering a country of more than a billion people, across 20 languages, divided up into 62 socio-cultural regions (SCRs). The fieldwork was conducted at a time of deep political unrest in the country,