Dortmund: The ISL may have opened up new avenues for Indian football but top German club Borussia Dortmund is still awaiting the right opportunity, time and partner to enter the "key" Indian market.
The club that prefers the east over the west as far as global expansion is concerned sees India as a key market in Asia.
It is well aware of the ripples the inaugural edition of the Indian Super League created in the country once called 'sleeping giant' by FIFA president Sepp Blatter, but the current Bundesliga leader does not want to commit as yet.
"Whatever we do it has to be sustainable. We know about the Indian Super League. India is kind of difficult for us right now. But with the ISL coming up, the last couple of years we have been following it. We have been monitoring India," said Carsten Cramer, Director Sales and Marketing at Borussia Dortmund.
He said, "We had experimentally positive experience in Japan and South East Asia. We had an exchange with some clubs in Osaka. The most important aim if we go to India is that we will do it the Borussia Dortmund way.
"Authentic, emotional and intense," he said, summing up the club's philosophy. He said he is ready to wait for the club that matches their philosophy.
With a capacity of nearly 82,000, the Singal Iduna Park, home of Borussia Dortmund, is one of the top football stadiums in the world and the biggest in Germany, ahead of Allianz Arena in Munich and Berlin's Olympic stadium.
Asked if they are thinking on the lines similar to the strategic tie-up between La Liga's Atletico Madrid and Atletico de Kolkata, he said their thinking is different.
After drifting away from their sole focus 10 years ago -- football -- Borussia Dortmund incurred losses. But now they are back to doing what they are good at.
"Our business model is simple, it's just football. We went through financial problems 10 years ago because our sole focus was not football then, we were into other things. But over the years the revenues did change. 300 million Euros in the last 10 years..."
As far as global outreach is concerned, Borussia Dortmund is not in a competition with the likes of Manchester United, Real Madrid, Liverpool or Barcelona. They enjoyed sustained success through triumphs on the field. They were the German champions in 2011, 2012, German Cup winners in 2012, UEFA Champions League finalist in 2013 and German Cup finalist in 2014 and 2015.
They had a net profit of more than 12 million Euros in 2013-14. While it is one of the most likable football brands in Germany, it is gradually starting o enjoy a growing reputation globally.