Shreyas Iyer, Neeraj Chopra, Hardik Pandya: Why India’s top stars are becoming their own agents

India’s Rs 1,350 crore sports celebrity endorsement market is undergoing a dramatic transformation as elite athletes like Shreyas Iyer, Neeraj Chopra, Hardik Pandya, and Ishan Kishan break away from traditional agencies to assert control over their own brands and careers. By seeing themselves as businesses, these athletes are forming in-house offices and management firms, resulting in endorsement deals that are often up to three times more lucrative than before.