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. |