Exploring the potential for changing gender norms among cricket coaches and athletes in India.

This study explored gender norms with cricket coaches and athletes in India to adapt a coach-delivered gender violence prevention program from the United States for the urban Indian context. Interviews and focus groups conducted among coaches and adolescent cricketers highlight the extent to which coaches and athletes articulate prevailing inequitable notions about gender and recognition of the power coaches wield. Adapting a violence prevention program that emphasizes gender norms change may be feasible with Indian cricket coaches but is likely to require attention to defining gender equity and challenging cultural assumptions with coaches prior to implementing the program with athletes.