‘’Without cricket, frankly, we probably wouldn’t have had those initial relationships that made it so much easier for us to become established,” he said.
It helps that many in India have an encyclopaedic knowledge of the sport.
Allott relates that when he dropped his card at a top hotel in India, a staffer was able to recite figures from his spectacular bowling performance in the 1999 World Cup (20 wickets in the competition).
He says India’s love of cricket, among an extremely knowledgeable fan base of men and women, has to be experienced to be believed.
“What people who haven’t been to India before don’t appreciate is just how important cricket is in the whole ecosystem. They have a passion for cricket and they have a very deep level of understanding.’’
Geoff Allott in the 1999 Cricket World Cup, UK. Photo / Andrew Cornaga, Photosport
Kiwis have another advantage: most Indian fans rate the Black Caps and the White Ferns highly, especially compared to other nations.
Allott says the respectful relationship between New Zealand teams and their Indian opposition is important.
“While the competition’s pretty intense on the field – as we would want it to be, off the field there’s real respect. Both will battle hard to get the result – but teams don’t go over the top.’’
In his new role as the sport’s top administrator, he wants to cement New Zealand as the second-favourite team for Indian cricket lovers.
‘’If we can achieve that, then a whole lot of other benefits will come. So not just cricket, but also in the commercial world as well. All of us have got a role to play in that.’’
Quality New Zealand
It was when working for New Zealand Cricket, scoping hotels for an upcoming tour, that he spotted a gap in the market for New Zealand meat and seafood.
Although those involved in Quality NZ knew India, the company was patient and spent 12 months doing due diligence before launching.
‘’That was all about creating efficiency, making sure that we were in control of the whole supply chain, making sure we had direct customer relationships – a lot of work in and around the projects before we even got started. But that was well worthwhile.’’
Since starting the business in India, the market has changed.
It was easier to do business and achieve free trade agreements with other countries.
‘’Their internal systems had to improve – which they’ve done. You’ve just got to make sure that you treat the market with the respect that it deserves and that means heading into it, creating some relationships.’’
New Zealand firms moving into the Indian market will be playing in a very big space, Allott says.
‘’That allows you a really specific plan around how you go about it, whether that’s working with companies that are already established or starting your own crusade.”
Allott has stepped down as Quality NZ’s CEO – the company is also looking to expand into beverages, quality dairy, education, and health and wellness under incoming group chief executive Nitin Nagrale.