Jitin Mahajan On Alfa Hockey’s Rise And Vandana Katariya Tribute

In April, Alfa Hockey, India’s no 1 hockey brand, launched “VK16 – Pink Edition”. a special-edition hockey stick named after one of India’s most iconic players, Vandana Katariya.

For those who are unaware, Vandana Katariya is a former India player. She played 320 games and netted 158 goals. She was the key member of the hockey team that played at the Tokyo Olympics. At those Games Vandana became the first Indian women’s hockey player to score a hat-trick at the Olympics. Vandana has also represented India in almost all top-level international competitions.

The VK16 – Pink Edition honours her incredible journey.

To know more about The VK16 – Pink Edition hockey stick, The Sportz Planet caught up with Jitin Mahajan, Managing Director of Alfa Hockey for an exclusive interview.

In the interview Jitin spoke at length about the heritage of Alfa Hockey, what motivated him to launch the VK16 – Pink Edition stick, why Vandana Katariya is special and much more.

Excerpts of the interview are below:

Please tell us about Alfa Hockey. How did it all start?

Jitin Mahajan: In the early 1970s, my father, Shukdev Rai Mahajan, founded this business. At the time, we crafted wooden sticks from mulberry wood in small batches, distributing them locally. As demand increased, we began exporting.

In the early 1990s, we expanded into international markets like Malaysia, Singapore, and Sri Lanka. The demand was high, and supply limited. We soon started manufacturing sticks for other brands, which drove us to improve quality and understand global standards.

By the late 1990s, after I completed college, I joined the family business. I realized we lacked a brand identity; we were simply manufacturing for others. As a family, we decided to create our own brand and officially registered “Alfa” sometime in 2000s.

We then attended a big sports fair in Germany. There we realised that the wooden hockey sticks had started to become obsolete. No one had displayed wooden hockey sticks there. We came to understand that in the future there will be “composite” hockey sticks.

But in India people were still buying wooden hockey sticks. So we started our plans to manufacture composite hockey sticks.

Initially we were not confident about our composite hockey sticks. We used to approach players with our hockey sticks and ask them what their demands and requirements were.

Slowly we gained confidence. So we scaled up our production and improved our quality as well. Then we also started innovating in shapes as well.

Also Read: Alfa Hockey Unveils VK16 – Pink Edition Hockey Stick To Honour Vandana Katariya

What other products does Alfa Hockey manufactures?

Jitin Mahajan: In addition to hockey sticks, which we produce in-house, we also manufacture:

• Shin guards
• Field gloves
• Complete goalkeeper kits (including leg guards, kickers, padded shorts, chest guards, and helmets)
• Hockey balls (plain, smooth, and dimpled)

We still make wooden sticks for markets where purchasing power is lower.

What sets an Alfa Hockey stick apart from other brands? Why should top players choose your products?

Jitin Mahajan: Our sticks are designed using player data. We prioritize feedback from players and create products that cater specifically to their needs. We prototype and test extensively before launching a stick. Our products are ready-to-play and boost player confidence from the start.

Can you walk us through the process of launching a new hockey stick? How long does it typically take?

Jitin Mahajan: We collaborate with international players from regions like New Zealand and South Africa to stay updated on trends. Based on their input, we gather data, design molds, and create prototypes. We first test the stick with local kids, then national-level players, and finally members of the Indian team. We refine the design based on their feedback. Only after this thorough process do we launch the product.

You seem to cater to every aspect of hockey. How large is the hockey equipment market in India?

Jitin Mahajan: It is vast. We supply to schools, colleges, universities, academies, army and government teams, private clubs, and state teams. After India’s bronze medal win (India’s men’s hockey team won back-to-back bronze medals at the Tokyo and Paris Olympics), many new women’s teams have established. Now, every department has both men’s and women’s teams.

Interest in hockey has surged. Parents now view hockey as a viable career path, especially for girls. New academies are emerging. Hockey is a fantastic sport for fitness, and young people are increasingly passionate about it.

I think India is the largest market for hockey. I believe no other country produces as many hockey players as India does.

Has the hockey market in India experienced a surge after the back-to-back bronze medals by the men’s team at the Olympics?

Jitin Mahajan: Whenever a country clinches a medal in a sport at the Olympics, the craze for that sport in the country is bound to increase. And for hockey the case is very different. People are emotionally connected with hockey. Even the Indians who are living abroad love hockey.

After the bronze medals the interest level in hockey has surely increased. We have started getting phone calls from parents. They are asking for hockey sticks for their kids. Earlier we never used to get such phone calls.

The biggest plus point of the back-to-back bronze medals is that girls have also started to play hockey a lot. The parents who earlier not used to send their girls to play hockey are now motivated to send them to play the sport.

Our women’s hockey team also played well. (At the Tokyo Olympics, India’s women’s hockey team made history as it qualified for the semi-finals for the first time. Unfortunately, it lost the match to Great Britain). Everybody had appreciated the effort of the team at that time! After that semi-final run, there was a big craze of hockey among girls as well.

No doubt that after a medal, the craze in the sport and the demand for that sport increases!

Which international markets have the highest demand for your products?

Jitin Mahajan: The Netherlands, Belgium, Germany, Australia, and South Africa are some of our top markets.

Tell us about the special edition pink stick dedicated to Vandana Katariya. What inspired that launch?

Jitin Mahajan: Vandana Katariya is a true role model. She scored a hat-trick in the Olympics and has worked incredibly hard to reach where she is.

She’s extremely disciplined, hardworking, and gifted. Her journey from humble beginnings to the Olympics is remarkable. She made many sacrifices for hockey and deserves to be remembered as a legend.

Many young girls admire her. We launched the pink stick to honor her and inspire future women players. If even one girl dreams of becoming like Vandana because of this, it’s a victory for us. So the idea was to inspire the parents so that they send their girls to play hockey. This will also help the growth of the women hockey.

You’re clearly passionate about promoting girls’ participation in hockey. Why is this important to you?

Jitin Mahajan: When we visit Europe, we see girls participating equally in sports. In India, societal barriers still exist. But our girls are immensely talented. They just need support and opportunities . If we properly support women’s hockey, India’s women hockey team can also win Olympic medals. The talent is already there—it just needs nurturing. All that Indian girls need is proper coaching and a right platform to play.

Why do you think India shares such a deep emotional connection with hockey?

Jitin Mahajan: Hockey is “our” game. It was played in India much before the partition. Legends like Major Dhyan Chand laid the foundation. Many people in India have played hockey at some point. Watching the game brings back nostalgic memories.

It’s not just about the sport—it’s about pride and emotion. In someway or the other people of India are connected with hockey. They have some memories of the sport. The sport resonates with the people of India, may be not financially, but emotionally for sure.

There came a time when India fell behind in hockey. But after recent comebacks Indians are connecting with hockey even more.

Final question: What needs to happen for hockey to grow further in India?

Jitin Mahajan: For any sport to grow there are four key areas:

1. Infrastructure: Build more synthetic turfs in cities and villages.
2. Grassroots Coaching: Start training children from age five.
3. Marketing: Use TV, radio, and social media to promote the game.
4. Sponsorship: Attract more sponsors. Increased visibility and fan attendance will follow.

If we address these areas, hockey will flourish, and India will achieve greater success on the global stage.

Prakhar Sachdeo
The Sportz Planet Desk