As the Indian men's cricket team gets ready to battle it out with Australia in the fifth and final Test at Sydney to save the Border-Gavaskar Trophy series, they will be aware that there will be a group in the massive stadium filled with hostile local supporters who will root for them, cheer them on, and encourage them when the chips are down.
This will be the Bharat Army contingent, the official support group of the Indian cricket team, a strong section that is passionate about cricket and the Indian cricket team, going on-site as the team travels around the cricket world for matches, creating a paradise for the players tackling the pressure created by the opponent team's supporters.
The Bharat Army has been doing this for 25 years now and the way the spending power of the Indians and their passion for all things cricket grows, it is sure the Bharat Army will continue to travel with the national cricket for many, many years to come.
There’s an increasing number of Indian fans traveling not just to watch the World Cup or major tournaments, but also to support the team in various bilateral series and ICC events. This opens up exciting opportunities for us. Our future plans revolve around creating more curated fan experiences. We want to make sure that our fans traveling from different parts of the world are not just attending a match, but also engaging in cultural events, social gatherings, and other immersive experiences that go beyond just the stadium. We will continue to build on this sense of community and family, giving fans not only the chance to support their team but also to bond and create memories with like-minded people. As travel becomes more frequent, we are positioning ourselves as the go-to platform for Indian cricket fans to travel together, no matter where they are.
Patel, a businessman and passionate cricket fan from England whose father played for Kenya in the 1960s, founded The Bharat Army in 1999 along with some friends whom he had met while traveling and supporting the Indian cricket team during a series in England.
The Bharat Army was created in order to bring together Indian supporters at cricket stadiums around the world so that their voices and support do not get drowned in the din caused by rival cricket fans. In 25 years, it has developed from the initial three members to a global community that is continuing to grow with over 2 million followers across major social media platforms and a consistent presence in the stands home and away for Team India.
The Bharat Army is striving to make every chance to support the Indian team a memorable experience.
From January 3, a section of the Bharat Army members will be there in Sydney, creating a temporary Little-India at the Sydney Cricket Ground fiercely trying to offset the impact of the pressure created by the Australian cricket supporters, their blatantly supportive media that has heckled and hassled the likes of skipper Rohit Sharma, Virat Kohli, Rishabh Pant, Mohammed Siraj and many other members of the Indian squad.
At The Bharat Army, we understand that watching a match live isn’t just about sitting in the stadium; it’s about creating an experience that fans can cherish. We are always looking to offer more than just tickets. For example, we offer exclusive fan experiences, meet-and-greet opportunities, and special merchandise that go beyond the usual fanfare. It's about providing fans with access to the kind of experience that they would not get if they were just buying tickets online. Fans want to feel special, and we aim to offer them a platform where they get the chance to engage with players, connect with other fans from around the world, and make the most of their time during tournaments.
In the last few years, The Bharat Army has also evolved from a group of people coming together at a cricket stadium to experience cricket. Earlier, it had to surmount hurdles like limited finance, now they have issues like accessibility to players because of various restrictions over security and corrupt practices like match-fixing. Also, with the cricketers now becoming more accessible to their fans through social media where they readily share moments from their lives, traveling to watch the matches does not seem a very attractive proportion because the games are also broadcast live and streamed on handheld devices.
But Patel says cricket travel has now evolved from just watching a match into a "fan journey" and The Bharat Army thrives to help its members "feel the atmosphere" inside the stadium and around the team.
It’s true that players nowadays are increasingly active on social media, and fans can engage with them online, but there’s still something incredibly special about being in the stadium and feeling the atmosphere. What we offer is not just about watching a match – it’s about the whole experience. Being a part of The Bharat Army means you get to connect with thousands of passionate fans, creating memories and friendships that last a lifetime. Our events around major matches, like India-Pakistan games, provide fans with exclusive opportunities that go beyond what they get online.
We curate special events, concerts, and meet-ups where fans can interact with each other and sometimes even with players. These experiences create a sense of community and belonging, and that’s something social media cannot fully replicate. The stadium atmosphere, the energy of the crowd, and being surrounded by fellow fans who share your passion are things you can only experience live. That’s what we offer – not just tickets, but an unforgettable fan journey.
He says that the current generation of Indian cricketers have acknowledged The Bharat Army.
The response from current Indian cricketers has been overwhelmingly positive. Over the years, we have developed strong relationships with many players, both men and women, and they have appreciated the support we have given them. For instance, after the 2018 Border-Gavaskar Trophy win, the Indian team invited us to celebrate with them. More recently, during the World Cup in India, we received a signed jersey as a token of gratitude.
The players see how much effort The Bharat Army puts into supporting them, and they recognise the passion of our fans. When the team is playing away from home, it’s nice to see so many more Indian faces in the crowds, and it gives them a sense of comfort and support. The recognition of The Bharat Army's efforts is a testament to the growing significance of fan engagement. The more Indian fans travel, the more visible and appreciated that support becomes, and it shows the players that they have a global army of fans backing them wherever they go.
While acting as a bridge between Indian cricketers and supporters, The Bharat Army also educates its members so as to avoid issues like ambush marketing, illegal approaches to the players, and breaching social media policies.
We take a lot of care when it comes to social media policies and ambush marketing, especially given how strict these rules have become in recent years. The Bharat Army prides itself on being an official fan club, and we make sure to work in collaboration with the relevant cricket boards and sponsors. Our focus is on creating positive engagement with our fans while respecting the rules and guidelines that come with it. We avoid any kind of ambush marketing and make sure that our posts and activities are aligned with the official rules set by the organizers. Our management team stays up-to-date with any changes in these regulations and ensures that we are always in compliance. This is important because maintaining a healthy relationship with the cricket boards and sponsors is key to continue offering our fans the best possible experiences.
With more and more ICC events coming up in the future and the Indian cricket team set to travel regularly for various ICC tournaments and bilateral series, The Bharat Army will be further growing into a collective voice egging the Indian cricketers and supporting them in their endeavors to excel in all formats of the game.
