Royal redefinition

Beyond Boundaries hopes to blur the sports-business division.

Sometimes, it takes royalty to blur the hard lines between well-defined fields of human endeavour. A living example is Jaideepsinh Parmar, the 25th generation of the erstwhile ruling State of Muli in Saurashtra, Gujarat.

With over 900 years of history, it gives him a perspective that could make the here and now seem almost trivial. It also explains the name of his company, Beyond Boundaries, started in 2003.

At one level, the boundaries he's excited about flying over are on the cricket field: come October, Barbados will witness a cricket carnival of his conception.

At another level, it's business. It's a platform that will leverage interest in the sport to promote trade and tourism across the world.

"We are expecting more than 1,000 people arriving from 30 different countries to participate in this sporting event," says Parmar, "where this event will be a forerunner to the World Cup at Barbados, but with a few changes..."

The players at the Barbados Cricket Carnival will be greying a bit, and in many cases, accompanied by their partners. South Africa's Barry Richards is president of the event, with a key role played by former ICC chairman Sir Clive Walcott.

Plus, expect to rub shoulders with Desmond Haynes, Gordon Greenidge, Wesly Hall and many other legends of cricket.

It helps that India is on everyone's lips worldwide. "There is no better time for the people of India than today," enthuses Parmar, "as the world is taking notice of one of the fastest growing economies of the world, which is what catalyzed my vision for Beyond Boundaries."

While cricket is of special interest to Parmar "" former BCCI chairman Rajsinh Dungarpur is an uncle "" other sports are part of the idea too. The year 2007, for example, may see four other carnivals currently being planned for "golf, tennis etcetera".

In fact, reflects Parmar, sports is his second nature. "Sports is in my blood," he declares, his father Thakursaheb Shri Jitendrasinhji Parmar having been a first class cricketer of repute.

It's the royal affiliation, too, that could help win sponsorship for his carnivals from some of the world's top luxury brands.

"Luxury brands have been closely associated with the leading royal families of India over generations," he says. This is an advantage not to be sniffed at. "We can identify and create unique brand solutions for them, keeping an understanding of their brand lineage in mind."

Here too, the brands may need to blur some lines "" but it takes an expert understanding of varied sensitivities to do a good job of it.