Fun fact: In 2002, the World Wrestling Federation (WWF) rebranded to World Wrestling Entertainment (WWE) after losing a legal brawl with the World Wildlife Fund. Whatever name it goes by, the raging popularity of televised professional wrestling—a mix of mock combat and showmanship—is no accident. Despite its wild and boisterous nature, WWE’s over-the-top theatrics have found a dedicated following among Indians raised on Bollywood potboilers and saas-bahu soap operas.

India has a long history of formal wrestling in the akhadas, but wrestling as branded entertainment took off in the 1990s with the advent of satellite cable TV after economic liberalisation and the First Gulf War. Youth suddenly exposed to international sports culture embraced WWE, making it a subculture of its own.

WWE's appeal lies in its clever marketing strategy, blending sports with orchestrated entertainment. Wrestlers are more than athletes; they are characters with elaborate backstories and scripted traits. Engaging storylines keep fans hooked, ensuring the success and longevity of these characters.

Economically, WWE’s strategy in India includes big-bucks media partnerships targeting a youthful audience. Localisation efforts like training camps, events featuring international celebrities like John Cena, and desi stars like Shanky Singh and Jinder Mahal, have boosted its appeal. The glam factor is significant too, highlighted by media events such as Akshay Kumar’s “fight” with The Undertaker and Kurt Angle’s guest appearances.

The debate over whether WWE is real or fake is irrelevant to its fans—it’s all about entertainment. The 1990s fuelled fan culture with merchandise like clothing, accessories, and playing cards. WWE's efforts at inclusive marketing feature stereotyped ethnic characters like Yokozuna and Jinder Mahal’s "Punjabi Prison" match, adding to the diverse narratives that fans love.

In this conversational and engaging series on unconventional sports, economist Rahul De invites media studies professor and basketball enthusiast Kailash Koushik to discuss the culture and economy of unconventional sporting promotions.

Tune into "Apna WWE," the first episode of "Economies Of Khel," only on Radio Azim Premji University.

Credits:

Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar

For a comprehensive list of acknowledgements and resources for further exploration, visit our website: https://azimpremjiuniversity.edu.in/radio-azim-premji-university

Rahul De, who teaches economics at Azim Premji University, Bengaluru, is obsessed with the business of sport. Of particular interest to him are sporting activities that are off-radar for the mainstream, yet command a devoted fan base. Think WWE, kabaddi, running… How do these sports find a market, build loyal communities, and generate money for participants and promoters alike?

Co-presenting the series are Kailash Koushik, Assistant Professor at the School of Arts and Humanities at Christ University, Bengaluru, and Arvind Bharathi, who is with the School of Arts and Sciences at Azim Premji University.

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Our first episode drops on Friday, July 12, 2024.