Kookaburra Sport’s distinctive logo will be seen on cricket bats and balls across Australia this summer, from backyard cricket matches to international tests and the Big Bash League.
The family-owned business still manufactures in Australia, but it is no longer only a local icon. Kookaburra now sells around one million cricket balls globally each year.
Meticulous hand crafting is still central to the brand’s identity. However, Kookaburra has always sought the sweet spot between traditional craft, process engineering, and technological innovation. That may be how it has survived for 130 years in a competitive international market.
‘The quality of our product is key to our success,’ says Praful Garga, Kookaburra’s Commercial Development Manager – Asia Pacific. ‘We also want to continually innovate and adapt, refine our processes, and seek out the best-quality raw materials. We pay attention to every detail.’
Kookaburra’s new pitch: crafting cricket gear in India
Kookaburra has been working with suppliers and manufacturers in India for 35 years. At that time, trade barriers made it challenging to import supplies, equipment and product between Australia and India.
As India’s economy grew and it became more open to foreign investment, Kookaburra saw an opportunity to manufacture sporting equipment in India for the local market. The company opened its premises in India in 2014. Today Kookaburra has 70 staff in India.
The Australia–India Economic Cooperation and Trade Agreement (AI-ECTA) has reduced tariffs and significantly simplified the process of moving products.
‘It’s a much better environment for us to be operating in,’ says Garga.
Hitting a six in the local market
A local presence offers insights across the Indian market, from popular colours and styles, to understanding playing surfaces and conditions. Kookaburra also draws on its relationships with elite athletes to provide feedback for product development.
‘We need to keep evolving based on the needs of our customers and how the sport is being played,’ says Garga. ‘That means not just cricket matches on well-kept ovals. Our bats and balls are being used on concrete and in laneways with 10 different matches happening at any one time on a single ground.’
Having its own facility makes it easier to share technology, equipment and skills between Australia and India. Kookaburra is also keen to work with Indian suppliers to reduce the costs of transporting raw materials.
‘It also helps support the local industry and employment, benefiting the whole industry,’ says Garga.
Kookaburra’s cricket balls combine traditional craft, process engineering and technological innovation.
Building on strong innings
Kookaburra’s brand recognition is growing in India. The country forms less than 10% of Kookaburra’s global market. That still means sales of around 25–30,000 balls and around 10,000 cricket bats a year. The company has big plans to grow its Indian operation.
India has a relatively young population and people start to play cricket earlier and play for longer. Leagues, including the Indian Premier League, and new formats provide opportunities and avenues for younger players to make a good living out of playing cricket.
The sport is also being embraced at all levels. Women’s cricket is seeing exponential growth in India and all cricketing nations. Corporate interest is growing in the benefits of cricket as a team sport.
That growth is driving demand for new equipment. A wider demographic demands a range of bat profiles with different size, weight and balance. Kookaburra also produces tailored ranges of protective equipment and different styling and cuts of clothing for women players.
‘It's definitely an exciting market and a key focus area for us,’ says Garga.
Looking beyond the boundaries
Kookaburra is proud of its reputation as the leading cricket ball manufacturer and supplier to international matches around the world. However, it has no plans to stop there.
Changing technology provides new opportunities. For example, it is looking to develop smart balls and bats with embedded chips to provide data for matches, training and remote coaching.
Sustainability is also high on Kookaburra’s priority list. That means reducing plastic and inks in printing and packaging and moving to more renewable energy sourcing and rainwater harvesting.
Kookaburra is eyeing markets around the world where cricket is increasingly played, including Asia and the Middle East. With cricket on the program for the 2028 Los Angeles Olympic Games, Kookaburra is focused on making the most of the opportunity to reach new audiences.
Go further, faster with Austrade
Austrade’s Go Global Toolkit helps you learn the export basics, find the right markets and understand market requirements.