Golf in India has witnessed phenomenal and almost exponential growth in the last five-six years. New sponsors, more prize money in professional golf, new courses, more world-class players - Indian golf has never had it so good.

As more and more people take to golf, corporate India has suddenly realised the exceptional value of the game as a promotional vehicle. While the professional game is flourishing, corporate golf has already entered the boom stage in our country.

Unlike in the developed nations where almost everyone can afford to play the game, golf is still in the transitional phase from 'A Rich Man's Game' to a mass sport in India. And the tag it now brandishes is that of 'The Corporate Sport'.

The demography of the game has undergone a sea change in recent years. No longer is it the domain of the rich and the retired. With the cost of the equipment coming down and the sport becoming much more accessible than the early 90s, upper-middle class has joined the upper class on the golf courses. Also, today you can see more youngsters on the course, bitten by what is definitely the most addictive of all sports.

A typical profile of an average Indian golfer today is late 20s or 30s, who is a decision-maker or is in a position to influence decisions with a good spending power. That happens to match the dream profile of the customer most companies would like to have in their kitty.

Today, more and more companies are taking up corporate membership in golf clubs, and have realised the immense return on investment made in sponsoring corporate golf days. Golf has become the preferred medium of building better relationships with some of their most valued clients and suppliers, as well as give their own executives a welcome break from the drudgery of boardroom and daily routine, so much a part and parcel of any white-collar job.

A walk down the 18 holes amidst the lush-green natural surroundings is just about what the doctor ordered. Of course, the fact that a day's lavish hospitality creates the best kind of brand recall, helps the sponsors in achieving their ultimate objective.

Keeping the profiles of participants in mind, the sport makes an excellent promotion vehicle for companies selling premium products. It's just the segment they want to attract and no wonder consumer product giants like ITC Limited, Tata Tea, Haldia Petrochemicals, Williamson Magors, New India Assurance, AirTel, Nokia, Ford; hospitality industry (Hyatt, Astors, Taj, Mayfair Rooms) banks (American Express, ABN Amro Bank, Bank of America, Rabo Bank), liquor industry (Johnnie Walker, Shaw Wallace, Seagrams, McDowells), various airlines and engine-makers like Air-India and Pratt & Whitney; social organisations like Rotary International, Christel House and even alumni like Doon School are spending quite a fortune on Corporate Golf days.

The sponsors get a chance to host 'The Perfect Corporate Day' even when sponsoring a professional tournament. The pro-am is a big attraction for the amateurs as it gives them an opportunity to rub shoulders with some of the best professionals in the country. It helps them pick a few tips and get an idea on course management.

While golf is definitely the biggest attraction, most sponsors add several gimmicks to add to the excitement during the corporate golf days. A common ploy used by sponsors is to invite celebrities. So, there was Miss Universe Sushmita Sen trying to hit decent tee shots during the Hero Honda Masters in New Delhi, while Omega, the Swiss watchmakers, make sure that supermodel Cindy Crawford, a serious golfer herself, is there during most of their events. Supermodel Lisa Ray was a huge hit when she attended the Astors Cup in Kolkata. The presence of such stars helps make the event unforgettable.

The other method is to invoke the competitive spirit during such tournaments by including such spot prizes as Closest to the Pin, Longest Drive and Straightest Drive on certain holes and Best Dressed Golfer.

Not the ones to let a golden opportunity go by, the sponsors make sure that the event is something more than just a fun day. They use it as a perfect marketing tool. So there was Ford, providing the weary golfers a chance to test drive their latest Ford Zetec model after a round of golf, while the bank executives swarm over them trying to convert them to have an account with them rather than a rival bank. There are also special incentives, like ITC Limited and Nike giving a hefty discount on their products to the participants during their events.

The post-tournament dinner is one of the highlights of the day. Normally held at a lavish venue, it is a fun-filled evening with party games, VJs anchoring the night and DJs unleashing out the choicest of foot-tapping music. The menu is mouth-watering even for gourmets.

A corporate golfer comes in various forms. Donald Trump, in his autobiography The Art of a Comeback writes: "Some of the best business decisions I made were on a golf course". Trump, a multi-billionaire with personal assets more than the most countries' gross domestic product, should know better. Then there are fun golfers like Chicago Bulls superstar Michael Jordan, who is rumoured to have made more money betting on golf courses during pro-ams than what Nike pays him as product endorsement fee.

A typical corporate golfer favours the very best - the best possible equipment, top-of-the-line clothing and the finest accessories. A fierce competitor to the core, he brings all the attributes to the golf course, which has helped him in succeeding in his chosen field. A corporate golfer is a go-getter even on the golf course. They play like tigers, going for the broke on each occasion. Not for them the safety shots and laying ups. They aim for the green with the word go and their favoured club is the driver.

Among the corporate bigwigs who can be seen regularly at corporate events are ITC Ltd Chairman, Mr Yogi Deveshwar; Mr Pawan Kant Munjal and Mr Sunil Kant Munjal of Hero Group, Steel Supremo Russi Modi, Liqour King Vijay Mallya, Tea Baron BM Khaitan, Mr RP Goenka of RPG Group, Shashi Ruia of Essar or NDTV boss Pranoy Roy. Many ex-cricketers like Kapil Dev - now a serious golfer boasting of a handicap of two, Roger Binny, wicketkeeper Syed Kirmani, off-spinners Erapalli Prasanna and Venkatraghavan, square cut experts Gundappa Viswanath and Ashok Malhotra, tweakers Murali Kartik, Rahul Sanghvi and Nikhil Chopra are all converts. Flying Sikh Milkha Singh, father of Jeev Milkha Singh, one of India's three golfing superstars, is also a very keen golfer and. Also taking up golf are actors like Suresh Oberoi and Shah Rukh Khan, models like Mandira Bedi and former Miss India Manpreet Brar and politicians like Dr. Farooq Abdullah, Ghulam Nabi Azad and Jyotiraditya Scindia.