GAMES WOMEN PLAY: (From top) Hockey ace Jyoti Sunita Kullu (in blue); a game of beach volleyball in progress; cricketer Jhulan Goswami

Are you young, svelte, sporty — and a woman? You are wanted — not in the world of glamour, as you’d imagine, but in the arena of sports. Women’s volleyball has a place for you: it wants Volleigirls.

Ironies never cease when it comes to women in sports in India. Even as things seem to be looking up, there seems to be a party pooper in their midst.

Take cricket. When the Board of Control for Cricket in India (BCCI) cast its cloak over women’s cricket recently, it poured in much-welcome money but also side-stepped a merger with the existing women’s federation, putting into jeopardy the fate of many of its cricketers.

Around the same time, a new sports management company announced its intention to provide a viable career for women in beach volleyball. Beyond Thought Marketing Solutions Private Limited’s concept, Volleigirls, will showcase new talent and build brand icons, says its director Mohak Gupta.

Ahead of its own formal introduction slated for this month, the Delhi-based company has begun talks with the Volleyball Federation of India (VFI), while its press release promises “a new wave career aspiration for the young, svelte and sporty”. “With-it girls” please apply. Beyond thinking or marketing mantra?

In another field, a blockbuster film made its cast of an all-women hockey team instant celebrities. They got accolades, attention and gift hampers and Chak De! India’s Bindiya, Aliya, Krishna, Balbir, Nicola and Nethra preen on television and in newspapers. No such luck for current champion players Jyoti Sunita Kullu, Mamta Kharb and Saba Anjum Karim. Not a single look-back either at Helen Mary who was captain and goalie when India won the Commonwealth women’s hockey gold under the coach the film is said to gets its inspiration from.

The actual team that won the Commonwealth Cup continues to be faces in the crowd. “Recently, I was with one of the hockey players who was part of that team. It’s so sad to see how no one recognises them,” says Anjum Chopra, star cricketer with Air India. “At least women cricketers get some attention.”

Some — but clearly not enough. “We have hit sixers, won international championships and we play a power game too. But we are not visible anywhere,” rues Indian women’s cricket captain Mithali Raj.

After years of inaction, BCCI announced its intention to promote women’s cricket. Now every state that has a men’s cricket body will start a women’s wing. There will be money for them like never before; already Rs 24 lakh in prize money and match fee have been declared along with the right to better stadia and facilities.

But by not formally merging with the Women’s Cricket Association of India (WCAI), it has put a question mark on the fate of an organisation that has helmed the women’s side for 35 years. Also, women’s teams from public sector employers and other affiliations such as Chhattisgarh, Bihar and Manipur (that do not have a men’s cricket team) may be sidelined.

Air India, for instance, has long nurtured women cricketers with permanent jobs and perks equal to men. Players such as Anjum Chopra, Jhulan Goswami, Anju Jain and Purnima Rau are permanent employees. Earlier, AI enjoyed a state status and could compete directly in zonal and national tournaments. With the current BCCI position, AI’s ace players will have to switch over to other states or organisations — such as the Railways — that have an affiliation.

The old guard is fighting back, though. The WCAI will meet today in Delhi to decide their strategy in pushing for a merger. States such as Uttarakhand and West Bengal have opted for a legal battle against the BCCI, questioning its locus standi as a private body to take over women’s cricket. “We have sought an injunction against the BCCI and the Cricket Association of Bengal (CAB) not to start a women’s wing as there is already a women’s association in India in almost every state,” says Abdul Matin, member of the working committee of the West Bengal Cricket Association (WBCA) and affiliated member of the Balaka Women’s cricket Club. WBCA is recognised by the state sports council and the sports ministry while the WCAI is recognised by the Sports Authority of India. The BCCI and CAB are private bodies.

The next hearing is on Sept 10, while the Uttarakhand hearing on a similar petition objecting to their disaffiliation by the BCCI has been twice adjourned after a no-show by BCCI. “I think Mr Sharad Pawar is clueless about women’s cricket,” fumes Hardeep Dua, WCAI executive member.

The BCCI’s promotion of women’s cricket is in compliance with the International Cricket Council’s mandatory requirement to promote women’s cricket by 2008. “I don’t know why it was not done till now,” says Ratnakar Shetty, general secretary, BCCI, when asked about its tardiness. “It’s Mr Pawar’s vision that has led to these new moves.”

Shetty concedes there is a lot of interest in women’s cricket. “BCCI will be willing to market their matches.”

After all, when there is viewership, there is money. Today worldwide, sports are also entertainment and business, says Volleigirls’ Gupta, adding that India too is evolving as a sports nation. With media as a key driver in brand building, it is inevitable that the private impetus comes in a category that is seen as sexy, because of the minimal apparel worn by women volleyballers.

“Yes, the clothes are attractive but volleyball is anyway a mass audience game,” says veteran volleyballer Vaishali Phadtare, who feels that some benefits from beach volleyball will spill over to other versions of the discipline

That should help, for, as a volleyball expert points out, there is little money in the game. “Men only earn through international contracts worth Rs 10-12 lakh. Women volleyballers get about Rs1-2 lakh in prize money. The women’s standard is not comparable with other south Asian countries yet,” says K.K. Murugan, secretary general, VFI. “While financial support from a private partnership is attractive, we have to see if the proposal (for Volleigirls) fits in with our “culture” or else fingers will be pointed at us,” he adds dryly.

Meanwhile, women will just get on with the game. “Nothing can compare to the feeling of playing for the Tricolour,” says Chopra. “Come and see us play, you will know what team spirit is,” invites Karim.