Lists/2012 Celebrity 100 | Feb 2, 2013 | 8226 views

A Different Stroke from Jeev Milka Singh

The year 2012 saw him become India’s most successful golfer. Now he wants to give back
A Different Stroke from Jeev Milka Singh
Image: Dileep Prakash for Forbes India
Singh wants to set up an academy that’ll nurture professional golfers as well as give them an education to fall back on

Forbes India Celebrity 100 No. 70

At the play-off hole of the 2012 Scottish Open, his position on the penultimate shot wasn’t great and his fingers and wrists were hurting. His opponent Francesco Molinari, the Italian Ryder Cup star, who had led the European Tour event for the first three days, fluffed his putt. “Drive for show, putt for dough,” they say. After the Who’s Who of golf, including defending champ Luke Donald, Phil Mickelson and Ernie Els, failed to take their chance, Jeev Milkha Singh calmly stroked his way into history, becoming the first Indian to win four European Tour events.

The €518,046 he won at the Scottish Open contributed a large chunk towards his 2011-12 earnings of €845,947 (his career earnings stand at €6,331,225) and shows just how far Singh and Indian golf have indeed come in the last 20 years. In 1992, says Singh’s close friend and senior golf journalist Joy Chakravarty, Indian players were happy playing for local Rs 25,000 tournaments culminating in the $100,000 Indian Open.  

Singh—the first Indian to make it into the top 30—is now ranked among the top 100 golfers in the world and has many great years left on the tour. But he’s changing course. The next decade in his career is going to be about being a facilitator for golf growth in India.

Singh’s plan is three-pronged: He’s going to help nurture India’s next golf stars through a top-quality academy; he wants to lend his name to golf course developments and give more and more urban Indians access to the game; and he wants to continue to grow the number and stature of Asian tour events in India, giving Indian talent the chance to compete against a full field of the region’s finest.

Teeing Up the Next Generation
For starters, Singh has given out almost 40 golf sets to promising youngsters and caddies in his city, Chandigarh, over the past eight years; the next couple of years will see his contribution to Indian golf go to the next level. Some of the motivation for doing this is deeply personal.

As a boy, he used to play with kids more talented than him, but they were turned away from golf by their parents because they came from business houses and were expected to join the family business. He wants to change this. His parents—Olympic athlete Milkha Singh and former captain of the Indian women’s volleyball team Nirmal Kaur—supported him, but stressed how important it is for young golfers to have an education.

Behind the scenes, he has been preparing to open a golf academy and school in Chandigarh. Following the model created by English golfer Lee Westwood, he wishes to partner with an established national school to run the academic and administrative side of things, while he would bring in his contacts and expertise to run the golf academy. Westwood’s Golf Schools are now present in the UK and the USA and offer programmes ranging from four-year residential high school options for 14- 19-year-olds to two-year diploma programmes (equivalent to A-levels) for 16-year-olds in conjunction with Leeds City College to regular weekly/weekend training programmes.

Shivas Nath, one of the founders of Evolution Golf and business development head for Nicklaus Design and academies in India, runs three golf academies in India and says that there are broadly two models an academy can follow. The simpler, low-cost route involves signing up with an existing club and introducing junior members and non-members to the game through a programme tailored to be fun for youngsters.

The second path is to create a high-end Nicklaus Academy-style finishing school which is ahead of the curve, for teenagers looking to become young professionals. These involve high-tech performance measurement gadgetry, multiple types of training surfaces and a global brand. “There have to be enough residents via homes and schools in a 10 km radius, since this is the limit parents are willing to let their children drive to pursue any activity,” says Nath. A lesson at one of the 20 Nicklaus Academies around the world costs $100. It is this model that Jeev Milkha Singh is looking to emulate.

“I want to create a place where 50 kids can come and stay, train and learn,” Singh says. “These academies require considerably more investment for land, landscaping, staff training, technology and facilities but patrons pay for the ‘signature brand’.”

It won’t be easy, but Singh has shown he means business. He’s in talks with potential partners like the Punjab government and the Who’s Who of Indian business houses. He’s already put his weight behind the project in a number of ways.

This article appeared in the Forbes India magazine issue of 08 February, 2013
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