The Un-relenting Spirit
The Spirit of villages has been creating magic spells in India by increasing the food security of the nation and thereby help march the country to become one of the trillion-dollar economies of the world. The toil and moil of Indian villagers has been transforming the country into a global power, along with rapid progress in other sectors. As the country takes proud of her villages, rural folk have begun to recognise the need to make their lives more enjoyable.

The easiest route for the sincere villagers is to indulge in the games and activities they are familiar with. Such games and sporting activities give them a chance to revel and merry in the manner they enjoy most.

Ethnic Roots of Rural Games
Despite bursts over cricket and tennis in Indian cities, rural India still revels on ethnic sports activities. Rural sports continue to have a place in the minds of villagers across Andhra Pradesh, with roots of some of the games played in rural Andhra going back to epic Mahabharata. For instance, “Billam-Godu" is nothing but the popular "Gilli-danda," rules of which have similarities with cricket. "Chedugudu" is similar to the popular game kabaddi.

This and many traditional games played in rural areas like “Karra-Billa" or "Billam-Godu,” “Voppula-guppa” needs to be promoted in order to keep the cultural and traditional values of the state. Making an attempt towards this end, Hindustan Coca-Cola Beverages Limited has been involved in an effort to promote rural games in Andhra Pradesh for the last two years jointly with the Consortium of Indian Farmers Association by organizing Rural Games meets.

Objectives of Rural Games
Hindustan Coca-Cola Beverages Private Limited and Consortium of India Farmers Associations organise the CIFA-Thums Up Rural Games with the objectives of:

  • Channelize energies of youth towards constructive activities
  • Strengthen the social cohesiveness in rural areas for sustainable development
  • Inculcate interest in sports and help to spot hidden talent
  • Instill pride of achievement amongst rural youth

The Rural Games programme is part of Coca-Cola’s corporate citizenship programme and is the only one of its kind anywhere in the country. The 2006 Rural Games event was a learning ground for the organisers and has helped come much closer to the communities. The experience has imparted the confidence that this effort will succeed and deliver desired results if it is sustained for a long-term.

The CIFA -Thums Up Rural Games is being organised this year with a larger scope and scale across three states - Andhra Pradesh, Karnataka and Maharashtra.

 RURAL GAMES 2006