Basketball, which "introduced breakfast viewership in India, is growing at a rapid pace in all departments," according to INDIAN TELEVISION. The growing venture NBA India, which is still "exploring various opportunities to generate revenue," has seen a 200% jump in its e-commerce sales over the last year. NBA India Managing Dir Yannick Colaco said, "We continue to work with our global and local merchandising partners to bring the best NBA merchandise to our fans. We launched NBAStore.in, our local e-commerce site in partnership with Jabong, a little over a year ago and the response has been amazing. NBA merchandise has been delivered to over 400 cities across India and our e-commerce sales have grown 200 percent over the last year." Colaco "throws light on the plans to improve the sport's reach and viewership" in India. Colaco: "We plan to expand our grassroots programs to more cities so that the youth across the country can learn and enjoy the game. We will continue to train coaches across India and provide them the tools and resources to grow the game in their communities" (INDIAN TELEVISION, 7/11).
