The Phoenix Sports & Leisure Group (PSL) India has been working to develop grassroots football in India over the last few years. They have set up organisations like Soccer Connections and Just For Kicks (JFK), where they coach children in football, talent development, and life skills. While JFK is focused predominantly on transforming education in low-income schools by introducing football to them, Soccer Connections aims to provide focused, fun, and family-oriented football training to children under the age of 12. They conduct their training sessions in affiliated schools, or on professional playing grounds.

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