bwf truly has a huge market in india, but they’ve been sidelining...
sindhu’s wasted challenge@racquetriot
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Sep 06, 2026
~2 min read
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1
bwf truly has a huge market in india, but they’ve been sidelining indian players for quite some time now, let me explain in this thread (1/n)
2
bwf has numerous social media platforms across instagram, twitter, tiktok, weibo, etc. all of which cater to a wide demographic of players across the world (2/n)
3
bwf weibo almost specifically caters towards chinese players, exclusive features, interviews, scores of chinese players, rallies specifically of chinese players (3/n)
4
bwf decided that since india is banned on tiktok, it can almost entirely exclude indian players, while it creates edits, predominantly posts rallies of SEA and european players, which makes sense right? (4/n)
5
however, the same trend continues on instagram. ignoring indian players in their “best smashes, backhands, play of the day”, does not routinely update highlights on their instagram page (5/n)
6
this might be agnostic across all players, but given how the only reach indian players get is on instagram and twitter, and bwf is in a “too much to handle situation”, a powerhouse like india is almost entirely ignored by bwf (6/n)
7
when i go across asking people who play badminton in india: do you watch badminton? the answer is almost always no. bwf has just closed down a 1.4 billion market, and this is concerning (7/n)
8
almost any other badminton influencer would have brought the indian ws rise to attention, 4 S300+ titles by 4 different WS. i’ve not seen a single commentator, influencer, bwf page bring this up (8/n)
9
when bwf posted about sindhu praising aaron tai on instagram, it quite literally caused a huge controversy because it stung some people. you would think given this dire situation, BAI could step up (9/n)
10
given a huge population and such a huge market for badminton india, BAI does nothing other than posting celebratory posts. they could talk about IC, IS, s100, but not a word yet. you could interview players, create events in hotspots like blr (10/n)
11
hire a full time team which is focused on connecting badminton to the people of the country, make them watch. spread the word post the rallies. but the efforts seem super minimal. the second most popular played sport in india, but no one to watch this magnificence. (11/n)
12
both bwf and bai have seem to have given up. pages like @BadmintonJust who are people having day jobs do these in their free time, and do a much better work providing updates for every single tournament (12/n)
13
promote sports. recognize the market. connect with the audience. provide high quality content, not for the sake of making content. (13/n)
