New York: America's National Basketball Association (NBA) has found a new frontier that it finds fascinating to explore - India.

"Having won over China, the league is now eyeing the huge, cricket-mad country with little hoops history," Time magazine reported.

"You must think I'm nuts because we're also spending a fair amount of time scoping out India," NBA commissioner David Stern was quoted as saying.

"With the (Indian) middle class and some focus on the world's games, basketball is starting to get a little interest and a little traction," he said.

"So we have to be respectful and realise it's going to be small steps up," he said.

But Stern knows quite well that the most difficult hurdle is the Indian psyche.

"Cricket is our religion," said Harish Sharma, secretary of the Basketball Federation of India (BFI) of India's premier pastime.

 "Basketball is just another sport," he said.

Stern said the game should be started at the grassroots level.

In December, the league will dispatch a group of top executives to the subcontinent for its first Indian basketball summit. They will finalise initiatives like coaching clinics, refurbished neighbourhood courts and youth development camps.

"We have the potential and the ability. What we lack is the infrastructure," said K.K. Chansoria, head coach of India's men's and women's basketball teams.

Another deterrent is India's lack of a big-time pro league.

"My dad would prefer that we study. What's the point of spending all your time playing basketball if you can't get a job?" said Divya Singh, 24, who plays for the national team with four of her sisters.

And without an Indian basketball star to inspire the masses, officials fear the sport might not gain footing.

"Sachin Tendulkar is a household name, whereas hardly anyone out there knows me," complained Jaishankar Menon, a former national basketball player to the magazine.