Once dismissed as a quirky American backyard pastime, pickleball has smashed its way onto India’s courts — and into its lifestyle consciousness. Across Mumbai, Delhi, Bangalore, and beyond, the sound of paddles striking plastic balls is replacing the thump of nightclub bass lines. But pickleball in India isn’t just about sport anymore. It’s evolving into a social phenomenon, style statement, and booming business opportunity.
From high-performance paddle technology to fashion-forward sling bags, recovery-focused nutrition to urban wellness hangouts, a growing ecosystem of homegrown brands is capitalising on the sport’s meteoric rise. Together, they are redefining what it means to “play” in India’s urban culture.
From Passion to Precision – First Edge Leads the Gear Game
At the forefront of this evolution is First Edge, a sports and fitness gear brand launched in 2024 by Mumbai-based sports enthusiast Pranav Bimbhat. His vision: to provide international-quality sporting equipment to Indian players without compromise.
“Pickleball is rapidly emerging as one of the fastest-growing sports in India, fueled by a passionate community that’s constantly researching to get the best out of their game,” says Bimbhat. “From using erasers to clean their paddles for a longer lifespan, to regularly replacing grips for better control, players are paying close attention to every detail. They’re storing their gear in protective & trendy bags and exploring the latest in paddle technology. Today’s players are more informed and intentional than ever — they’re not willing to compromise.” First Edge is catering to both seasoned athletes and enthusiastic beginners. Initially concentrating on pickleball and paddle ball, both ideal fits for India’s dense urban environments — the brand is now gearing up to expand across sports and retail channels nationwide.
Court Couture – NOYO Brings Style to the Game
While performance is essential, pickleball’s culture is also increasingly style-conscious. Enter NOYO, a brand founded by Riddhi Chheda to solve an overlooked problem: players had nowhere stylish and functional to store their gear.
“We recognized a growing need among pickleball enthusiasts for gear that was both functional and stylish,” says Chheda. “As the sport surged in popularity, players were often left using bulky or mismatched bags not designed for the game’s unique needs. We wanted to change that.” The result is NOYO’s Pickleball Sleek Sling Bag — minimalist, lightweight, and designed to carry just the essentials. Crafted with smart storage solutions and durable materials, it reflects the modern athlete’s lifestyle, where what you bring to the court matters as much as your game.
Go Rally – Making Pickleball Accessible for All
If some brands focus on the elite, Go Rally is about breaking barriers. Founder Abhinav Shankar believes the sport’s appeal lies in how quickly anyone can get started. “Pickleball is the biggest disruption to recreational sport since forever — reverse-engineered to get anyone playing fast,” says Shankar. “You can go rally within 30 minutes, which is why we see it becoming one of India’s top three recreational sports in the next five years.”
Squat Up Redefines Socializing
It’s not just brands pushing the movement. Venues like Squat Up in Mumbai are transforming pickleball into a social wellness experience. Tucked away in Vidyavihar, Squat Up blends sport, fitness, and recovery into a single night out.
Forget crowded bars and overpriced cocktails — here, young professionals are playing fast-paced pickleball matches, hitting a quick HIIT session, and cooling down with an ice bath recovery. It’s fitness as entertainment, complete with the bragging rights of a post-game Instagram story. This shift reflects Gen Z’s redefined social priorities: community, wellness, and experiences that nourish both body and mind. As Squat Up proves, the new status symbol isn’t a VIP table at a club — it’s the ritual of ending your week with serves, sweat, and self-care.
An Industry Poised for Long-Term Growth
The rise of pickleball in India is not a fleeting trend. Its accessibility, low barrier to entry, and adaptability to urban spaces make it a perfect fit for the country’s evolving lifestyle. But the sport’s staying power will also be fueled by the brands and communities building around it.
From First Edge’s precision-engineered gear to NOYO’s fashion-forward accessories, Go Rally’s inclusive play philosophy, Squat Up’s lifestyle-led experiences. This is more than just sport, it’s culture, commerce, and community converging on the court. If the current momentum is any indication, India isn’t just adopting pickleball. It’s making it its own, with a signature blend of performance, style, and social connection.
