The Hindu Business Line : The beautiful game for others is manna for him

Thousands of kilometres away from Germany where the FIFA World Cup is being staged, Mr Prashant Shah sits cosily in his office cabin on the second floor of Laxmi Woolen Mill in Central Mumbai, keeping his fingers crossed.

Unlike many a pretentious Mumbaikar, Mr Shah is not a die-hard soccer fan, nor does he care whether `cup favourites' Brazil win or lose. The `Cup of Life' is only a flogged horse that brings business to his shop.

Mr Shah, proprietor, The Flag Shop, is probably one of the few individuals who makes money from the World Cup. Entities such as corporate sponsors, advertising agencies and punters see huge benefits from the event. The Flag Shop claims to be the country's only professionally managed flag manufacturing company with the expertise and technology to make flags of over 250 countries (islands and federal States included).

"The World Cup is one good time when we get excellent business. This time round, we got orders from several five-star hotels, clubs and pubs," said Mr Shah. Flags of Brazil, Argentina, England and Germany are selling in large numbers.

Corporate connection

The country's corporate giants have begun relying increasingly on flags, insignias and logos to gain and retain their identity. This trend has greatly helped The Flag Shop to bolster its sales figures.

"Several companies have begun approaching us for flags and insignias. Having a flag atop their offices and inside their impressive lobbies makes them more presentable and brings them inside a status bracket," Mr Shah said. The Flag Shop has a clientele of around 150 companies. The Aditya Birla Group, Jet Airways, American Express, Reliance Infocomm, Cadila Pharma and P&O Nedloyd being some of them.

"However, monopolistic you are in this business, you will never be able to net huge profits. Orders for flags come only in small numbers and it is impossible to compete with China, Taiwan and Korea - world leaders in the flag manufacturing industry."