In a strategic move that highlights its growing ambitions beyond the real estate sector, the promoter family behind M3M India has acquired the NCR franchise of the newly launched Indian Pickleball League (IPBL), an initiative by the Times of India Group. The team, officially named Capital Warriors Gurgaon, will be spearheaded by Dr. Payal Kanodia and Mrs. Aishwarya Bansal of the M3M India Family Office.
This development follows the family office’s recent $20 million investment in beauty-tech platform Kult, where it acquired a majority 55% stake. Together, these back-to-back investments signal a clear diversification strategy as M3M expands into high-growth consumer and lifestyle segments.
A Bold Step Into Sports & Urban Lifestyle
Speaking about the franchise acquisition, Mrs. Aishwarya Bansal highlighted the explosive global rise of pickleball and India’s potential to become a major leader in the sport.
“Our entry into the Indian Pickleball League (IPBL) is not just an investment in sport—it is an investment in community, youth engagement, and the future of urban experiences. In times to come, we see Pickleball as the second highest in followers after cricket,” she said.
The franchise aims to bring an “energetic, inclusive, and globally inspired” identity to NCR, capturing the spirit of new-age India.
Expanding Sports Infrastructure Across India
At the league’s launch, Dr. Payal Kanodia, Chairperson and Trustee of the M3M Foundation, emphasized the organization’s deeper commitment to sports development through its flagship program Lakshya.
“Recognising the vital role that sports play in building character, discipline, and resilience, we took a bold step forward by committing to the development of 50 pickleball courts across the country, especially to train and uplift underserved children,” she said.
She added that the new franchise aligns with the foundation’s mission to build active, connected, and inclusive communities.
Why M3M Is Investing Beyond Real Estate
The move into pickleball aligns with three key strategic drivers:
High-Growth Sector
Pickleball is among the world’s fastest-growing sports in India:
- Market CAGR expected at ~26% (2024–2029)
- Player participation has grown 275%
- India may cross 1 million players by 2028
Accessibility and Community Appeal
The sport’s low infrastructure requirement and wide age range (8 to 80) make it ideal for:
- Urban communities
- Residential townships
- Corporate wellness programs
Brand Vision Beyond Real Estate
M3M’s diversification into beauty-tech, digital commerce, and now sports reflects a broader lifestyle-driven brand philosophy. These moves strengthen its public perception as a forward-looking, well-capitalized group, a factor that also boosts confidence among homebuyers and investors.
About Capital Warriors Gurgaon
The new NCR franchise will represent Gurugram in the inaugural season of IPBL, bringing:
- Top-ranked Indian athletes
- Global coaches
- A modern fan experience
As the Times of India Group positions IPBL to become India’s leading competitive platform for pickleball, the Capital Warriors are expected to be a key driver in popularizing the sport in North India.
About M3M India Family Office
The M3M India Family Office manages the promoter group’s long-term investments across emerging sectors. Its recent $20 million investment in Kult and the latest entry into IPBL highlight its interest in high-growth consumer, lifestyle, and sports-driven opportunities.
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