About

Who we are?
We are a group of sports followers who cheer for Indian athletes: Adwaita, Amit, Avnish, Neha, Nimish, Nishanth, Souvik, Varun & Yash.

The Quadrennial Indian Ritual: The Story of IndiaAtLondon.com

India goes to the Olympics. Most Indian athletes do badly. Being the Olympics, many Indians are watching and taking note of the superlative performance of the athletes from other countries.

Then the media gets to work. Criticizes the performance of Indian athletes and then moves to the people who run sports in India - Criticizes them for India’s poor performance. Finally, they wax eloquent on the over apathy towards sports in the country.

Then the citizens respond. They send sms’ to TV polls; participate in public discussion programs and comment on other forums. They also lament the sad state of affairs.

There is also a lot of regular ‘nation of 1 billion’ rhetoric.

Then everybody goes back to work.

The athletes continue to toil manfully. The media glare is no longer there. They are no more a part of public discussions.

The media goes back to reporting ‘breaking news’ about a ministers dog having malaria.

The public goes back to watching cricket.

The administrators continue their merry ways.

And then four years pass by.

Suddenly India’s poor performance at the Olympics doesn’t look very surprising.

IndiaAtLondon.com has been kickstarted to change one part of this ritual - the media. Just like Cricket has a CricInfo.com, other sports need an online property they could call their own - and we hope to take this position.

IndiaAtLondon.com will follow Indian athletes through their trials and tribulations. So that when it’s 2012, no longer will people be asking “Sushil Kumar who?” Also, IndiaAtLondon.com aspires to rally public support around sports through the online medium and make a significant contribution towards grassroot-level initiatives that can aid the growth of sports in the country.