Can a long-lasting leatherette ball be a game-changer for cricket academies?

Super 50 promises these academies a longer lasting product that is priced at a slight premium. So, is it a game-changer for cricket academies that have an eye on their bottom-line?

Written by: Sandeep Dwivedi, Nihal Koshie

6 min readMeerutUpdated: Feb 4, 2026 08:11 PM IST

SG, Sanspareils Greenlands (SG), SG cricket ball, cricket ball, long-lasting leatherette ball, leatherette ball, cricket academies, Indian express news, current affairs

SG’s ‘Super 50’ cricket ball is aimed at the budget market in India; and (right) unlike leather balls, it is stitched using a machine. (Renuka Puri)

When the marketing team at Sanspareils Greenlands (SG) was discussing the sales pitch for a new cricket ball, an apt line from an iconic 1980s Surf detergent ad came up. “Aadha kilo Surf pure ek kilo saste powder ke barabar hota hai (half-a-kilo of Surf is equivalent to one kilo of cheaper detergent)”.

SG, the maker of the premium red leather Test ball in India, was then preparing to take a plunge into the five million balls-a-year budget market. The product was the ‘Super 50’, a leatherette ball aimed largely at the 15,000 cricket academies in the country as well as the corporate cricket circuit — both segments usually buy cheaper, less durable balls priced around Rs 250.

Super 50 promises these academies a longer lasting product that is priced at a slight premium. So, is it a game-changer for cricket academies that have an eye on their bottom-line?

Also read | Explained: How the new SG ball will help Indians more

Why a mass-market ball

The Meerut-based company has faced raw material supply issues since tanneries were shut down in Meerut in 2022 for causing pollution. At the same time, the company, which sells more than half-a-million leather balls annually, wanted to get a share of the cricket-academy market.

“If there was no raw material, how do we produce so many balls,” Paras Anand, the CEO of SG, said. “The academy consumption of leather balls annually is approximately four million balls in India and this is growing at a rate of 6% to 7%. The economics (of academies) only works if they pay about Rs 250 for a ball. We were not servicing that segment. We didn’t want to go down to the Rs 250-level. But if we priced it at about Rs 450 to Rs 470, we had to give a better product,” Anand said. The answer: A longer lasting ball that does not lose shape or get discoloured easily.

The patented Super 50 ball — available in both white and red — is guaranteed to last at least 50 overs, as the name suggests. It has received a non-leather vegan certification from PETA India and took two-and-a-half years to develop.

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The manufacturing process

The early experiments in 2022 of importing polyurethane (PU) fabric — used to make foam, shoe soles etc — from China and Thailand failed because the material would fray on impact. “Phat jaati thi,” Anand said. After months of trial and error, the R&D team created a formulation for the outer surface of the ball using a mix of PUs sourced from India. The result was a eureka moment. In November, Super 50 was introduced in the market. Orders have touched 30,000 in the first month.

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The process is called thermoforming, which is used to make internal parts of cars. The construction of the ball is similar to the leather ball. Super 50 has a cork-wood core like the leather ball. The stitching is done using a machine, unlike leather balls which are hand-stitched. “The strength we have given this material is more than leather, the abrasion resistance is again more than leather. That’s why it lasts more than leather. Each ball is consistent unlike leather balls that can be different from batch to batch. We have got a patent for Super 50,” Anand said.

Rahul Dravid’s role

Dravid, the former India captain and Test batting great, has had a long association with SG. His feedback about the Super 50 prompted SG to return to the drawing board in March 2024.

“He said this looks plasticky. Then he bounced it and said it sounds plasticky. I will feel that it will break my hand and my bat. That was million-dollar advice,” Anand said. “So, we had to change the formulation (for the outer surface). We had a synthetic core because we wanted to keep the cost low. We replaced it with a cork wood core. The cost went up, but the final product is far superior.”

Also read | Why is India’s Test record dipping? Former India head coach Rahul Dravid explains

The latest version was tested by coaches at an academy in Bengaluru where Dravid’s sons train. “The reaction from the coaches was that this ball lasts longer. We had to convince coaches that if you were buying 24 balls, now you would need just 12 SG Super 50 balls. The Surf ad line was the sales pitch,” Anand said.

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The feedback from players

Academy coaches are happy about the long-lasting ball which saves them money. If it gets wet, the ball can be wiped dry which eliminates problems caused by dew.

Batsmen can prepare better for pace because the ball does not lose as much speed as the leather ball after pitching.

But an early assessment from bowlers is that batsmen are able to clear the ropes easily with the ball. Fast bowlers have complained that the Super 50 does not swing enough, while finger spinners have not been able to grip it. “The leggies won’t have a problem,” Anand said.

The SG CEO believes Super 50 is a disruptor. “At this stage, it is the perfect ball for training. They (academy coaches) had no one particular brand they could bank on. They were buying anything from the market from smaller manufacturers with limited supply. Now, academy coaches in the next 12 months will speak a different language.”

Sandeep Dwivedi

Sandeep Dwivedi is the Sports Editor at The Indian Express. He is one of India's most prominent sports journalists, known for his deep analytical insights and storytelling that often goes beyond scores and statistics to explore the human and cultural side of sports. Professional Profile Role: As the Sports Editor, he leads the sports coverage for the newspaper and the website. Weekly Column: He writes "The Sports Column," a weekly feature where he provides sharp, narrative-driven perspectives on the biggest sporting news of the week. Podcast: He is a frequent contributor to the "Express Sports" podcast (Game Time), where he discusses evolving trends in cricket and other international sports. Areas of Expertise While Dwivedi covers the entire sporting spectrum, his work is particularly noted in the following areas: Cricket: He provides extensive coverage of the Indian National Team and the IPL. He frequently analyzes the leadership styles of figures like Virat Kohli, Rohit Sharma, and Gautam Gambhir. He is known for tracking the transition phases of Indian cricket and the evolution of specific players like Kuldeep Yadav and Rishabh Pant. Athletics & Olympic Sports: He has written extensively on Neeraj Chopra’s rise in javelin, the nuances of Indian shooting, and tennis legends like Sania Mirza and Leander Paes. Human Interest Stories: A hallmark of his writing is his focus on the struggles and backgrounds of athletes, such as the sacrifices made by Shafali Verma’s father or the "silent battles" of veteran players like Cheteshwar Pujara. Notable Recent Work & Themes Leadership and Dynamics: Recently, he has written about the dynamic between Gautam Gambhir, Virat Kohli, and Rohit Sharma, arguing that personal friendship is not a prerequisite for team success. Sports & Culture: His articles often intersect with global culture, such as his deep dive into the 100-year legacy of the Harlem Globetrotters and their role as American soft power during the Cold War. The "Grey Areas" of Sport: He often addresses sensitive topics like the mental health of cricketers post-retirement, the "outrage industry" in sports broadcasting, and the impact of fan-wars on the game. Tenure and Experience Dwivedi has been with The Indian Express for over three decades. This experience allows him to provide historical context to modern sporting events, often comparing current crises or triumphs to those of previous generations. You can follow his latest work and columns on his official Indian Express Author Profile. ... Read More

Nihal Koshie

Nihal Koshie is an Associate Editor and sports writer at The Indian Express. He is best known for his in-depth reporting and investigative work that often explores the intersection of sports and social issues. He is also a key member of the sports desk, which is based out of The Indian Express' office in Noida. Professional Background Role: Associate Editor (Sports) at The Indian Express. Key Achievements: He is a two-time winner of the prestigious Ramnath Goenka Award for Excellence in Journalism. He won the RNG award for 'Sports Journalism' for 2019 for his exclusive interview and follow up stories with sprinter Dutee Chand, who became the first Indian athlete to say she was in a same-sex relationship. He won his second RNG award in the 'Investigative Reporting' for 2023 for a series of exclusive stories related to sexual harassment charges levelled against WFI president Brij Bhushan Sharan Singh by the country's top women wrestlers. Expertise: While he covers major sports, he is particularly recognized for his extensive reporting on Athletics, investigative stories and long-form news features. Recent Notable Topics & Articles (Late 2025) Nihal Koshie’s recent work reflects a focus on investigative and human-interest stories Recent investigative pieces: He recently wrote a profile of an Indian teenager serving a jail sentence in Kenya after being embroiled in a doping scandal while chasing "Olympic dreams." Wrestling: He continues to track the political and social fallout of the Indian wrestling protests, including the recent public appearances of Brij Bhushan Sharan Singh and the political career of wrestler Vinesh Phogat. Recent long-form features: The story of the rise of Kranti Gaud, the young fast bowler who was a key member of the ICC women's World Cup-winning team; The physics and science behind modern cricket bats Podcast Presence He is a guest and contributor to the "Game Time" podcast by The Indian Express, where he provides technical and social analysis of current sporting events. Experience: 24+ years Previous experience: Times of India (2001-2005), Daily News and Analysis (2005 to 2010) Nihal joined The Indian Express in May, 2010 Social Media X ( formerly Twitter) : @nkoshie You can follow his latest work and full archive on his official author profile. ... Read More