Jeev Milkha Singh, the brand ambassador of Callaway

The likes of Phil Mickelson and Ernie Els could soon join India’s top star Jeev Milkha Singh in teeing off with Calcutta’s budding golfers at the Royal Calcutta Golf Club (RCGC).

California-based golf gear major Callaway, which will directly market its product range in the country from March, is lining up a tiered programme to grow the appeal of the game in the city.

“We will support the Indian Golf Union (IGU) in all its junior programmes and are committed to partnering the Royal in the focused academy the club is planning,” Vivek Mehta, country head, Callaway Golf India, told Metro.

Mehta said Jeev Milkha Singh, the new brand ambassador of Callaway, will lead a campaign to grow the game among the city’s youngsters. He is likely to be joined by the brand’s international icons like Mickelson, Els and former greats like Arnold Palmer and Gary Player.

“The Royal could become a pilgrimage point for avid golfers from around the world, and we will do our bit by way of improving perception and promote Calcutta as a must-visit for golf tourists,” the Callaway country head added.

The Carlsbad company will also bring in its renowned teaching template to the city, with the aim to help produce more champions in the mould of SSPs, for the 2016 Rio Olympics, where golf will debut as a competitive sport.

“It’s great to have Callaway pledge long-term support for the game,” said IGU president Ashit Luthra. The US company, which notched sales of $1 billion in 2006, will start retailing its revered irons and putters from a few multi-brand outlets in Calcutta, including the two golf stores at the RCGC and Tollygunge Club, from next month. An exclusive Callaway store will debut in 2011.

While a start-up golf kit would range between Rs 10,000 and 1.5 lakh, Callaway will also bring in its bouquet of eyewear, watches and footwear, under its three stable labels of Callaway, Odyssey and Top-Flite.