By Gravolite, part of the Somani Group, has been a key player in the sports industry for many years. Started by Shri Kaushal Kishore Somani as a company that made equipment for other brands, Gravolite has grown into one of the top providers of sports flooring and other solutions for athletes and fitness fans. They’ve also expanded their offerings to include stylish footwear and high-quality yoga accessories.
In an interview with Paras Maheshwari, the Director of Gravolite, we discuss the company’s history, new technologies, and future plans. From making mats for combat sports to focusing on sustainability and product innovation, how exactly is Gravolite manoeuvring the sports and fitness market.
Read on to learn how this family-run business is shaping the industry with its modern approach.
“Paras, can you tell us about the initiation of Gravolite? How did it all start, and what is the background of the company?”
Paras: “Gravolite is a family business. The foundation of the company was laid about 40 to 42 years ago by my grandfather. Over time, we expanded into various products and broadened our portfolio. Around 2009, we realized the need to establish our own brand to cater to a market that was being overlooked by larger brands in the country.
One of the major issues with other sporting brands was that they weren’t taking our indigenous sports seriously. So, we began catering to sports like wrestling, judo, taekwondo, kho-kho, kabaddi, wushu, and more. Essentially, wherever there’s a need for specialized flooring, we aim to step into that category. Initially, we focused on four sports: kabaddi, wrestling, kho-kho, and judo. We started manufacturing world-class mats, comparing them with those supplied to the Olympics at that time.
Before that, we were primarily producing products for other brands as an OEM manufacturer. After establishing the Gravolite brand in 2009, we positioned it as a premium offering in the market. Our goal was to provide a top-tier product for people who previously looked to import these specific sporting goods. We’ve successfully penetrated the market, reducing the need for imports. Today, we’ve managed to reduce the import of wrestling mats by nearly 90%, and kabaddi mats are no longer being imported from other countries.”
“Can you tell us about the key materials and technologies used in the manufacturing of these mats? Is there any specific testing process that the mats undergo before they are deemed ready for professional use?”
Paras: “The key materials are mostly the same across all competitors, but what makes us special is the expertise we have from the founders of the company. Two of our directors are rubber technologists, which allows us to innovate with the raw materials. Some aspects of our process, like the unique recipe we use for the mats, are kept as a bit of a trade secret. We take great pride in the technical knowledge our directors bring to the table. Even today, there are certain things we still do by hand to ensure the highest quality.
Each batch is tested in our own facility, and during the renewal of certifications. My brand holds authorizations from various sporting federations. We are authorized by the Wrestling Federation of India and are one of only three or four manufacturers approved to make Wrestling Federation of India-certified mats. In Kho Kho, we are the sole manufacturer certified by the Kho Kho Federation of India. Additionally, we have authorization from the International Kabaddi Federation, making us the only Indian company approved by them. So yes, our mats undergo rigorous testing and meet the standards set by these prestigious bodies.”
“Speaking about your partnerships with major leagues like the Pro Kabaddi League and the Ultimate Kho Kho League, how exactly did you secure these partnerships?”
Paras: “All these leagues work very closely with the federations of our country. Since our materials have been approved by the federations, it gives us an upper hand in presenting our products to these major leagues. Securing these partnerships can be challenging if you approach without any references, as they don’t usually entertain newcomers. However, because these leagues need permissions from various federations, the federations recommended us, and we then presented our materials.
They asked for a few adjustments, like changes in color, which is common for international-level events, as they usually span three days with five to six games per day. There’s also the Yuva Kabaddi League, a junior league right below the Pro Kabaddi League, which is run by some good people with strong backing. They even appeared on Shark Tank. Their season lasts for almost three months, so we have to adapt our products based on how much the mats will be used. Other than that, everything in this space is handled primarily by the federations.”
“So I was going through your website and the information there, and I noticed that you’ve diversified your product offerings from sports flooring to consumer products, such as footwear and yoga accessories. Can you elaborate on this shift?”
Paras: “We have been in the mainstream B2B and B2G (business-to-government) sectors for a long time. Since a good mat is essentially a product of chemistry—our chemists working with rubber and other chemicals—the consumer items we are now focusing on are made from similar materials. However, as per industry standards, we aim to position ourselves in the market based on the quality of what we offer, which will also be a premium product.
For example, with our footwear, we are developing shoes that are as comfortable as walking on a yoga mat. The average life of the footwear will be more than two years, and it will be 100% recyclable. So yes, we are gradually moving toward manufacturing consumer goods, with a focus on sustainability, high quality, and offering these products at a price point where customers feel they are getting great utility.”
“Are all of your products imported, or how are they manufactured? Also, do you export your products to other countries, or are you only working with the Indian market at the moment? Where exactly do you import your raw materials from, like which countries?”
Paras: “We manufacture the products ourselves. The raw materials are imported because India is not rich in petroleum products, which are essential for the quality we require. However, the value addition is done at our plant, and this process accounts for almost 90-95% of the total manufacturing.
This year, we began exporting our products. Previously, we only exported when requested by federations. Currently, Gravolite exports to the US, where we have two clients: one for flooring and another for a life-size Jenga set, which is approximately human height, around 5-6 feet tall. We are also actively supplying to the UAE, which is a growing market for sports products. The demand for customized products in the UAE gives us an advantage because we specialize in customization.
We don’t directly import raw materials ourselves; instead, we purchase them from other importers. However, when we do import directly, it is usually from countries like Korea, Germany, and sometimes the US. The UAE also supplies good quality raw materials for our products.”
“From an athlete’s perspective, do you have a brand partner yet?”
Paras: “No, we don’t have a brand partner yet. The company has been around for approximately 23-25 years, but Gravolite India Private Limited was registered in 2020, and since then, we’ve seen good growth. We’re taking gradual steps to ensure that we don’t face significant setbacks, even as we implement innovative changes.
In the wrestling industry, I would like to mention that the mats used in the current Olympic Games were manufactured by only a few companies worldwide, including Dollamur, a US-based company. Besides Dollamur, we are one of the very few manufacturers able to produce these mats. Another manufacturer, Taishan, handles OEM work for Dollamur for their rollout mats. We are proud to be the only Indian manufacturer with the capability to produce rollout mats at our own facility.”
“Given the widespread use of your products, how do you gather and incorporate feedback from athletes, coaches, or sports organizations to continuously improve your products?”
Paras: “We maintain direct contact with key stakeholders, including athletes, coaches, and retailers. Our founders—my father, uncle, elder brother, and I—are actively involved in collecting feedback. For instance, the mats used in Pro Kabaddi and the International Kabaddi Federation’s approval process were developed after extensive consultations with 30-40 players, numerous coaches, and the technical director of the IKF.
We gather detailed feedback on aspects like pattern durability, player comfort, and fall protection. Our research facility is dedicated to studying these elements to ensure our mats meet high standards. Initially, Taekwondo mats were used for Kabaddi, but through rigorous testing and refinement of materials and design, we’ve developed a distinct Kabaddi mat that stands out from the rest.
Our next major project is to advance our roll mats technology, aiming to support future international events like the 2036 Olympics, and ensure we provide specialized flooring for each sport.”
“What are the differences between mats designed for different sports? Is it just the quality, or are there other factors involved?”
Paras: “There are about 10 to 12 key parameters that distinguish mats for different sports. These include the hardness of the mat, the types of polymers and chemicals used, and abrasion tests. Each sport requires specific adjustments based on these factors.
For a multi-purpose mat, we provide a high-quality, generic product. However, when designing mats for a specific sport, we tailor the manufacturing process to meet the unique requirements of that sport. This ensures that each mat is optimized for its intended use.”
“Are there any new products you’re working on at the moment?”
Paras: “Yes, we are currently working on several new products. We are incorporating advanced technology into our mats, but I can’t reveal too much at the moment as we are still in the process of filing patents. These innovations aim to revolutionize the game and improve the experience for athletes. Our goal is to deliver exceptional quality that not only enhances our brand but also leaves a lasting impression on players. If players are satisfied with our mats, they are likely to remember our brand throughout their careers, whether as athletes, coaches, or sports administrators. By ensuring top-quality products now, we’re securing our brand’s place in the future.”
“You mentioned sustainability a couple of times during our talk today. What steps are you taking to incorporate sustainable practices in the production of your mats or any other products?”
Paras: “We are taking several steps to integrate sustainability into our production process. Although the details are still under review, we have submitted proposals to multiple state governments, including Maharashtra, Haryana, and Delhi. If approved, we plan to set up recycling units in collaboration with these governments to create new products from recycled materials, specifically for outdoor flooring. This initiative will not just be recycling on paper; we aim to produce a tangible new product. We will offer substantial discounts on these products to the government while managing production and quality. Additionally, we have a dedicated facility where any waste generated by our factory is converted into new outdoor flooring. We also encourage donations of old mats, which we can recycle and offer at discounted prices.”
“My last question to you would be, what are your long-term goals for expanding your footprint in both the sports industry and the consumer markets?”
Paras: “In the sports industry, we’re already making significant strides, but we face tough competition. While some manufacturers produce many mats at lower costs, the precision and time required for our roll mats mean that we produce fewer but higher-quality products. To address this challenge, we plan to raise awareness about the importance of quality mats. We’re starting with my own school to educate about what goes into making a mat and why it’s crucial for preventing injuries. Our goal is to highlight the risks of using inferior mats and the impact on athletes’ careers.
We’re also excited about our upcoming partnerships with innovative companies that will help us revolutionize the industry with new technology. For consumer products, we’re focusing on building an organic and satisfied customer base. Inspired by OnePlus’s marketing approach, we plan to produce limited batches of our products, gather feedback, and refine them based on customer input. This strategy will help us maintain quality while gradually expanding our consumer market.”
In conclusion, Gravolite’s journey from an OEM manufacturer to a market leader in sports flooring and consumer products is a testament to its dedication to innovation, quality, and athlete-centric design. Under the visionary leadership of Paras Maheshwari, the company continues to break new ground, offering not only world-class sports mats but also expanding into stylish, functional footwear and premium yoga accessories. With a focus on performance, safety, and comfort, Gravolite is set to elevate the experience of athletes, fitness enthusiasts, and consumers alike. As they continue to innovate and grow, their commitment to excellence remains unwavering, positioning them as a key player in both the sports and lifestyle sectors.
You can visit the Gravolite website here – https://www.gravolite.com/
