It was the second year in a row, the only difference was that the show was bigger and better and only promised a healthy future for golf in India.

It was after all time for the Rolex Excellence Awards, its second edition held in the capital in association with the Indian Golf Union.

Going by the watch manufacturer’s involvement with golf in the country in the last 15 months, it can be clearly said that they have committed full time to golf in India.

This time again the occasion was to honour some of the top amateurs and juniors in the country and it was done in grand fashion, perhaps, in step with the image of the watch company.

Not only have they pumped in a good amount of money to assist the Indian Golf Union in improving the sport at the level where it matters, they have also covered the entire vertical by joining hands with the professional body for the same purpose.

It seems to be a wise fit for Rolex to be using the medium of golf to make an impact.

It is no surprise then that their only ambassador in the country with a sporting background is leading golfer Jeev Milkha Singh.

Ideal, as he is the torchbearer of Indian golf and the last thing you want is for him to be missing his

tee time!

But on a more serious note, it gives us great insight into what a luxury brand believes is the right way to break into the Indian market.

Luxury watch manufacturers in general have had a strong leaning towards golf across the globe and you will see a list of big names featured prominently on the tee box, relaying the time to a number of spectators.

I wouldn’t be surprised if Rolex goes on to bag a couple of more prominent Indian names into their list of ambassadors.­­ Another interesting thing to come out of the awards function evening was the stress that the Indian Golf Union had laid out on what it sees as an ideal benchmark for ensuring the healthy existence and progress of golf.

The president of Indian Golf Union stated that the organisation was looking at a clear five crore profit revenue each year. It is a bold figure to aim for but one that I am sure backed by reason and belief.

Looking at the market for golf, it isn’t an overly done-up figure either. It is quite possible that with some deft marketing steps, the Indian Golf Union will get the wind it desires beneath its wings to soar to greater heights.

At the same time, the Indian Golf Union’s plan has to precede the proposals that they hope to inundate potential partners with.

A good amount of thought backed by sound reason will make golf just the right vehicle for brands to ride on to make their foray and expansion in India.

The writer is president and CEO, Tiger Sports Marketing, New Delhi