Noida: On a court in Noida, pickleballs go pop-pop as they bounce off racquets. Nearby, parents and children thump basketballs before shooting hoops. And all around, under bright lights, mothers, fathers, grandparents, teenagers, and couples queue up outside food trucks for gyros, dim sum, chaat, and juice. At 11.30 on a Wednesday night, Noida’s newest 24×7 sports entertainment centre, District 9 in Sector 33, shows no signs of slowing down.
“Shooting hoops helps me spend some father-son time outside the house. Plus, this place is open late at night, which is a huge relief for someone like me who works in corporate,” said Rishi Taneja after a game of basketball with his son. He and his wife, Poonam, love the idea of spending time with their children through activities that don’t involve sitting in front of the TV and eating fast food.
A little less than two months old, the five-acre facility, featuring pickleball and basketball courts, a cricket turf, a football ground, and food trucks, is fast becoming a hub for Noida residents. It is threatening to eclipse malls, cafes, and even pubs while redefining nightlife in Noida. Of the four pickleball courts, one is glow-in-the-dark. There’s also a massive screen for matches and a space for events. The residents of Noida’s sprawling gated communities are swapping shots of tequila for racquets. The fact that District 9 is open all day and night gives it an edge.
Bikram Singh, who teaches football to children, also tried it out in May. “There is no dearth of sports-only places in Noida. Having a facility like this also incentivises people to try out sports in a non-competitive space. And it can actually promote healthy habits,” said Singh.
We have skipped parties to come play here – Anmol Goel, entrepreneur
The brainchild of six entrepreneurs – Amit Ajwani, Rajat Sood, Ashish Sharma, Aman Dhamija, Sagar Tuteja, and Latika Sharma – District 9 began generating buzz even before its 16 May launch with Indian cricket team coach Gautam Gambhir. A relentless digital marketing blitz – with reels of people playing and posing with snacks at the food trucks – quickly drew more attention.
“There has not been a single day, except on rainy ones, that we have not been booked solid,” said Amit Ajwani, who is also head of operations at District 9.
Pickleball to protein smoothies
The four pickleball courts are booked every day of the week, with little room for time extensions. So much so that, when doctor and pickleball enthusiast Shazma Khan asked a District 9 employee if she and her family could extend their session, they were met with a firm no — the courts were booked solid till 2 AM.
“Shazma saw a reel on Instagram about this place and sent me to do a recce,” recalled her husband, Allam Ul-Hassan, with a chuckle.
“I came and played twice. And then got Shazma and my brothers-in-law. Now, we keep scores very competitively. I only lost today,” he added before going into the benefits of the game.
“My wife and I are doctors, and there is documentation about how racquet sports are good for cardio, and your lungs and knees.”
Like Allam and Shazma, players usually book slots via the District 9 app – for Rs 500 for 30 minutes. While the process is usually smooth, occasional glitches can lead to double bookings. “In such situations, we try to see if one of the two groups would be okay shifting the time or day. We offer their booking on the house for the next time,” said venue manager Amit Tripathi.
Shooting hoops helps me spend some father-son time outside the house. Plus, this place is open late at night, which is a huge relief for someone like me who works in corporate – Rishi Taneja, Noida resident
Bookings can also be made through the third-party Huddle app, which helps users find sports venues and connect with players.
Entrepreneur Anmol Goel heard about District 9 through a forward on his WhatsApp pickleball group. “I can confidently say this place has the best courts when compared to the rest of Noida,” he declared. Goel, his wife, and friends book a court every night.
“We have skipped parties to come play here,” he said.
Now, District 9 is attracting Delhiites, especially those who live in Ashok Nagar and Mayur Vihar, the ‘in-between’ space between Noida and Delhi.
Thankfully, there are no creepy people here. We were sick of just going to cafes. This is a cool hangout – Aarushi Rawat, college student
For Nitin Arya, District 9 is just a 20-minute drive away from his apartment in New Ashok Nagar. “I have done it all–the Delhi pub hopping to the Sector 29 craze in Gurgaon. Noida was always the ‘dead place’ for our friend circle. So, when my college friend called me and said there is something like this, I thought he was exaggerating,” said Arya, who spent a decade in Bengaluru before returning to Delhi.
When he saw the courts, he had to grudgingly admit to his friend that they did look good. The vending machine that serves protein shakes is an added incentive, he said.
“At Azimuth Business on Wheels, we design, build high-quality food trailers and trucks for entrepreneurs, startups and established brands. These smart, space-saving mobile kitchens start from just a few lakhs going up to Rs 20 lakh, offering efficient setups ideal for diverse cuisines & perfect for new concepts like the rotating food trucks at District 9, Noida,” said Puneet Anand, founder of Azimuth Business on Wheels.
Also read: Pickleball is Ahmedabad’s newest addiction. And it’s reshaping the city’s nightlife
Safe space with food options
College students Daniya Suhail and Aarushi Rawat are school best friends who do everything together–from cafe hopping to trying pickleball at District 9. “Thankfully there are no creepy people here. We were sick of just going to cafes. This is a cool hangout,” said Rawat.
For children whose families do not live in apartment complexes or gated communities, District 9 offers something rare – a safe, open space to play. “We live in a private bungalow, and I have always wanted the feeling of the apartment complex where people can play together,” said 15-year-old Alysa.
The idea was not to build a strictly sports arena; for that, there is the Noida stadium…Everyone should be able to walk in and play and enjoy the ambience and food. People in Noida are bored of cafes and malls – Amit Ajwani, co-founder of District 9
Food trucks at the venue, open from 5 pm to 2 am during summer months, are a big attraction. Patrons can indulge in burgers, pizzas and more while relaxing in a comfortable seating area with low tables and deck chairs.
“It’s not important for everyone to play; someone might just want to watch a match. The guy who wants to play doesn’t want to eat a burger or pizza, and we do have healthy food. But people can also just opt for fast food and have a good time,” said Ajwani, adding that there are plans to make food trucks available “24×7”.
District 9’s ‘Home Chef’ truck is proving to be quite successful. “The intent is to have anyone from Noida – from housewives to home chefs – to cook and sell their food on a trial basis on the weekends,” said Ajwani.
Australia-returned chef Sahib Arora, who sells authentic gyros under his label ‘Meat Me’, is being given his own food truck after a successful trial run.
“Since the day we started selling, I have received a lot of positive responses. One customer came all three days to eat the gyros on the first weekend that I set up shop,” said Arora.
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Origin story, expansion plans
The idea for District 9 came last year, when one of Amit Ajwani’s partners went to New York for a trip and noticed vibrant community spaces. The concept, he realised, could be adapted for Noida.
“The idea was not to build a strictly sports arena; for that, there is the Noida stadium…Everyone should be able to walk in and play and enjoy the ambience and food. People in Noida are bored of cafes and malls,” said Ajwani, adding that their target audience was “seven to 70-year-olds”.
From the design and development to internal approvals and picking vendors – the project was completed in just six months.
Now, Ajwani and his partners plan to expand District 9.
A laser tag arena is already being built, with plans to add a kids’ party area and pet grooming centre in the few acres of land behind the current location. “We want to have a District 9 in every city,” said Ajwani, proudly.
(Edited by Zoya Bhatti)