Underdoggs is preparing for international expansion, with plans to enter Dubai and London in 2025
Imagine the thrill of watching your favourite team clinch a victory, surrounded by a crowd of passionate fans, all cheering together. The rush of excitement as your star player scores the winning goal, hits a six, or crosses the finish line by a fraction of a second, there is nothing quite like it.
This shared experience, whether celebrating a hard-earned win or mourning a narrow loss, creates a sense of camaraderie and connection. And it is one that can be had either directly in the stadium where the sport is being played or for those far away or unable to go to the stadium, a sports bar presents a very viable option to recreate the same ambience that prevails in the stadium.
It is the ambience and the shared experiences that has fuelled a spike in sports bars as sports fans begin to opt for watching key matches with their friends or like-minded people in a bar.
The popularity can gauged by the fact that in 2024, a Google Year in Search report revealed that “sports bars near me” was among the top 10 “near me” searches made by Indian users, highlighting the growing popularity of these venues.
In an interview with India & You, Sarthak Sidana, Director of Underdoggs, a sports bar and entertainment chain with four outlets in various cities across India, shares his insights into the booming trend of sports entertainment in India and the role and growth of Underdoggs.
How would you assess the current performance of Underdoggs?
Underdoggs outlets experience an average daily footfall of 200 customers, surging to 300 on weekends
Our outlets experience an average daily footfall of 200 guests, surging to 300 on weekends. Our Bangalore and Delhi outlets stand out as the busiest, driven by their strategic locations, vibrant ambiance, and a loyal customer base. On average, our guests indulge in an exceptional dining and entertainment experience, spending approximately INR 1,500 – INR 2,000 per person.
As the year comes to a close, our sales across the country have surpassed expectations, and our foot traffic continues to grow steadily with each passing month.
We are building a strong foundation for exponential growth, with an increasing number of guests choosing Underdoggs as their go-to spot for sports, food, and entertainment.
What sets your business apart from competitors in the market?
Underdoggs is recognised as India’s leading sports bar, and we have earned this title through consistent efforts and accolades from media and organisations. Unlike any other, we are not just a bar, we are an experience.
Our unique combination of a vibrant sports ambiance, innovative events, unparalleled service, and a welcoming vibe sets us apart. We have mastered the art of creating a space where sports enthusiasts and casual visitors alike feel at home.
What strategies do you have in place for expanding your presence within the country and globally?
The year 2025 is pivotal for Underdoggs, with plans to open in more than 10 locations across India in the first two quarters of 2025. Our strategy is to make Underdoggs a neighbourhood haven and wherever we go, we create a vibe that reflects the local culture while maintaining the essence of being India’s favourite sports bar.
Whether it is a bustling metro or a smaller city, we ensure that every outlet feels inclusive, casual, and exciting. Our focus on building a community-driven environment helps us seamlessly blend into any market.
What are the key sports or events that resonate most with your target audience?
India vs. Pakistan match screenings consistently draw record-breaking crowds at Underdoggs
Cricket remains the beating heart of India, uniting fans across the nation. From the IPL to international tournaments, cricket draws crowds everywhere. However, regional preferences make our journey even more dynamic.
Formula 1 thrives in Bengaluru, football electrifies Goa, and Aerocity, in Delhi sees tremendous interest in diverse sports like rugby, Australian games and women’s cricket, thanks to its expat community.
Cities like Ludhiana are fervent about Kabaddi and cricket, while the rising interest in global sports like the Olympics shows India’s growing love for a variety of games. Sports are no longer just entertainment; they are a source of pride and identity.
What has been the busiest day/event ever for Underdoggs in terms of customer traffic, and what factors contributed to this peak?
Our India vs. Pakistan match screenings consistently draw record-breaking crowds. As the nation’s most beloved sport, cricket unites fans in unparalleled enthusiasm, and this iconic rivalry is steeped in patriotism and fervour, where every run becomes a collective celebration.
How do you view your competition, and what strategies will you use to stay ahead as the market grows?
What sets us apart is our meticulously designed system of operations, which includes comprehensive training manuals, standardised procedures, and a consistent focus on excellence in both food and beverages.
Our official partnerships with global and national icons like F1 and Delhi Capitals, combined with our reputation as a favoured spot for sports personalities, organisations, and clubs, solidify our leadership position.
By continuously refining our offerings and maintaining the highest standards, we ensure Underdoggs remains the go-to destination for sports enthusiasts across the country.
How do you approach market segmentation and regional preferences when expanding to different parts of the country?
Our expansion strategy is driven by extensive market research. Before opening a new outlet, we thoroughly study the market to understand its demographic nuances, be it the average age of the audience, their profession, or specific preferences.
This allows us to craft a space and curate events that resonate deeply with the local community. For instance, Ludhiana’s audience embraces live band performances, while Bengaluru thrives on interactive sports activities.
Cities like Delhi, Gurgaon, and Indore demand a vibrant mix of arcade games, while Mumbai’s energy calls for ample space for live screenings. This tailored approach ensures that each Underdoggs outlet feels like a seamless part of its city, while still delivering the unparalleled sports bar experience we are known for.