Narain Karthikeyan; Fastest Asian On Wheels.(Interview)(Excerpt)

On March 5, 28-year-old Narain Karthikeyan will become the first Indian to compete in Formula One racing when he takes the wheel for Jordan Grand Prix, the F1 team started by Ireland's Eddie Jordan, in Melbourne. It's a huge achievement for Karthikeyan, known as the "fastest Indian on wheels." Born in Chennai, he has been fighting for a place in the biggest competition in motor sports for nearly a decade. Now, as he starts his engine, his sponsors Tata Group, JK Tyre and Bharat Petroleum Corp.--Indian companies finally entering into the aggressive marketing world of F1 to compete with giants like Shell and Marlboro--are steering themselves into pole position too. NEWSWEEK's Jason Overdorf spoke to Karthikeyan about his achievements and ambitions, as well as those of his giant country. Excerpts:

OVERDORF: You've been struggling to make it into Formula One for a long time. How does it feel to finally make it?

KARTHIKEYAN: We were all waiting for the right opportunity. I'm really happy to be the first Indian Formula One driver. It means a lot to the motor-sports fraternity.

Aside from cricket, Indian sportsmen don't get much support, yet you've been successful in getting some of India's corporate giants to sponsor you. How did you attract their interest?

Tata is a global company, and Formula One has the right image for them to get brand exposure. Bharat Petroleum has everything to do with cars. It suited their package, so they came onboard. They're also my long-term sponsors. Tata has been supporting me since 1999. Now I need to make it work. First we just need to finish some races--Jordan is not capable of winning yet. Then we'll be looking for more Indian sponsors so we'll have the money to make the car more competitive.

How difficult is it for Indian athletes--aside from cricketers--to break into the big time?

You need to be a standout. If you're pretty good and you're getting results internationally, you'll get some sponsors, like me. But in the beginning it's very, very hard. Cricket has been getting all the support, but slowly that's starting to change. Hockey, tennis and motor sports--these are getting more and more support. You need more international sports persons in these fields. You need some icons like me in Formula One. As this happens, more and more sponsors are going to look at different sports, and more and more kids will take them up.