s far as the majority of Indians are concerned, extreme sports mean watching two hours of AXN. Period. While adventure sports such as trekking, skiing and mountain biking do have a loyal following, extreme sports are a long way from becoming a full-fledged pastime, or for that matter, an interactive platform for marketers. Like they are in the US, Europe or Australia.

Consumers better tighten their seat belts though. If Bangalore-based Xtreme Zone Sports and Services (XZSS) has its way, bungee jumping and catapulting will no longer remain the exclusive preserve of the freaks on the small screen. "Since our inception a year back, we have conducted 12 events across the country, which amounts to 200 days of extreme sports activity in India, which is a huge achievement," says Praveen Krishnaiah, chief operating executive, XZSS. What started ... more