'Realised cricket was the most under-monetised property': How Harish Thawani and the 90s boom revolutionised Indian cricket broadcasting
Tired of too many ads? go ad free now
A pioneer in the field, Thawani shared how Indian cricket transformed into a monetisable behemoth, starting with a bold move during the 1992 Cricket World Cup.
"I'm a failed sportsman who turned to off-field activity," said Thawani in a candid conversation with K Shriniwas Rao, Head of Content (Sports) at Times Internet. "Passion ka pesha banadi (I turned my passion into a profession)." Thawani began his career in advertising, a background that gave him insights into media and branding — skills he would later apply to cricket broadcasting.
Go Beyond The Boundary with our YouTube channel.
The turning point came in 1992. "It's little known that we actually backed the India broadcast rights of the 1992 World Cup — the same one where (Sachin) Tendulkar made his debut," Thawani recalled.
Nimbus Sport, under Thawani's leadership, paid around $550,000 for those rights. "The previous World Cup in 1987 had generated just $64,000 in broadcast revenue. So you can see what a leap it was."
Poll
Which factor do you believe contributed most to the growth of Indian cricket broadcasting?
Strategic vision Financial investments Media savvy All of the above
At a time when Indian industries were monetising real estate, cricket remained a vastly under-utilised asset, he proclaimed.
"We realised cricket was the most under-monetised property in the country," Thawani said. "We placed it on Doordarshan and sold the ads ourselves. That's how we made a 300% profit."
Instead of approaching the traditional four big advertisers, Thawani and his team reached out to untapped sectors.
Tired of too many ads? go ad free now
"If you want someone to pay a dollar instead of a penny, you find new customers. That's what we did, and that's how every business expands," he explained.
Virat Kohli's love for 'dhaba' food, priority for family & more | RCB bus driver shares stories
The success of this venture triggered a domino effect, ushering in a new era for Indian sports broadcasting. Over the next two decades, India witnessed a revolution in how cricket — and eventually other sports — were consumed. The entry of satellite television, the rise of private sports networks, and the eventual explosion of digital media further propelled this transformation.
When asked about the origins of the
(IPL) and the personalities who shaped modern Indian cricket, Thawani took a nuanced stance. While acknowledging
's prominent role, he emphasised that credit for IPL's creation was shared.
"Success has many fathers; failures become orphans," he quipped. "There were many brains behind the IPL. The real architect was Sharad Pawar — he backed it with board money. Lalit wasn't around for the last 16 years and IPL has only grown."
He also noted that a pair of American sports management professors were hired to help design the IPL format. "Was it flawless? No. Has it improved? Yes. That's the journey," Thawani said.
Major League Cricket: Liam Plunkett on how cricket can boom in the USA
Recalling a 2000s-era profile that called him "The Beast," Thawani laughed it off. "All fast bowlers have a beast in them. You have to come in with that mentality — I'm going to get you," he said, comparing his aggressive business approach to a bowler's mindset on the field.
Reflecting on the last 25 years, Thawani credited visionaries like Jagmohan Dalmiya, IS Bindra, and Sharad Pawar for having the courage to challenge the status quo and professionalise Indian cricket administration. But it was the combination of strategic vision, bold financial decisions, and media savvy that enabled Indian cricket to go from a modestly-funded pastime to a global entertainment powerhouse.
Today, Indian sports broadcasting is one of the biggest markets in the world — spanning television, OTT, and mobile streaming platforms — with cricket at its core. And it all began with a small, calculated gamble in 1992 that changed the game forever.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
6 minutes ago
- Time of India
Renault India unveils first new-format ‘R store' in Andhra Pradesh
Renault India on Thursday said it has inaugurated its first new-format ' R Store ' in Andhra Pradesh, introducing the French carmaker's retail identity in the state as part of its 'renault. rethink.' transformation strategy. According to the official press release, the facility in Vijayawada includes a 5,400 sq ft showroom, five-car display, and dedicated delivery bay. Featuring Renault's New Visual Identity, the outlet sports a sleek black façade, updated logo, and redesigned layouts aimed at creating an immersive car-buying experience. Francisco Hidalgo, Vice President – Sales & Marketing, Renault India, said that Andhra Pradesh remains a priority market. He added that the expansion reflects the brand's goal to 'deliver outstanding customer experiences' and strengthen its footprint in India. Renault's rollout of new 'R Stores' blends contemporary design, digital integration, and customer-focused service, reinforcing its long-term commitment to the Indian market.
Time of India
6 minutes ago
- Time of India
Arjun Tendulkar Net Worth: How much the young cricketer earns from IPL and domestic matches
Arjun Tendulkar, son of Sachin Tendulkar, is now engaged to Saaniya Chandhok. The ceremony was intimate. Arjun plays domestic cricket for Goa and in the IPL for Mumbai Indians. His net worth is around ₹22 crore. He lives with his parents in Mumbai. Sachin Tendulkar owns a London apartment near Lord's Cricket Ground. Arjun trains there when in London. Tired of too many ads? Remove Ads Lives With Father in Mumbai Mansion Sachin Tendulkar Owns an Apartment in London Arjun Tendulkar, 25, son of cricket icon Sachin Tendulkar, is now engaged to Saaniya Chandhok . The intimate ceremony was attended by close family members and friends, marking a significant personal milestone for the left-arm pacer, who plays domestic cricket for Goa and features in the IPL for Mumbai net worth is estimated at around ₹22 crore, with the majority of his earnings coming from the IPL. Mumbai Indians first signed him in 2021 at his base price of ₹20 lakh and renewed his contract in 2022 for ₹30 lakh. Over the past five seasons, Arjun has earned approximately ₹1.4 crore from the IPL domestic cricket, he represents Goa in the Ranji Trophy, Vijay Hazare Trophy, and Syed Mushtaq Ali T20 tournament, earning close to ₹10 lakh annually. This accounts for about 25% of his yearly income of roughly ₹50 lakh, while the remaining 75–80% comes from his IPL lives with his parents in a lavish 6,000 sq ft home in one of Mumbai's most upscale neighbourhoods. Purchased by Sachin Tendulkar in 2007 for ₹39 crore, the property is now valued at nearly ₹100 crore. The house features multiple floors, two basements, a terrace, a landscaped garden, a contemporary living room, and a grand dining Tendulkar also owns a residence near Lord's Cricket Ground in London, where the family often spends their summer holidays. He runs a cricket academy near this London property, where Arjun trains whenever he is in the city.
Time of India
6 minutes ago
- Time of India
Swadeshi 2.0: India is no longer just a market, it's a maker
India is in the middle of a Swadeshi 2.0 moment. Trade tensions abroad and a booming consumer market at home are pulling global manufacturers to set up shop here. Indian companies are seizing the moment with joint ventures and strategic stakes. Apple, VinFast, and Tesla are ramping up local operations, while the country pushes into high-value sectors like semiconductors. Tired of too many ads? Remove Ads The geopolitical backdrop Tired of too many ads? Remove Ads Indian firms in the driver's seat Tired of too many ads? Remove Ads Global production, local control The Indian consumer Why India is attracting global business India as an outward investor The bottom line A century ago, the Swadeshi movement was a defiant act of resistance, urging Indians to boycott British goods. In 2025, the idea has evolved dramatically. It's no longer about shutting the world out; it's about drawing the world in, on India's shift is reshaping global commerce, verified not by rhetoric but by factory floors, joint ventures, and capital corporations aren't just selling to India anymore, they're making here. Supply chains are being reconfigured, bargaining power is shifting, and value creation is increasingly global trade tensions are amplifying this President Donald Trump doubled tariffs on Indian goods to 50%, citing India's discounted oil purchases from Russia. Washington views this as indirectly financing the war in Delhi, however, has stayed its course, signing fresh agreements to deepen economic cooperation with 2.0 isn't about exclusion; it's about control. The emphasis is on who commands capital, sets governance rules, and drives localisation. Foreign investment is welcome, but Indian hands remain firmly on the the SAIC Motor–JSW Group automotive joint the Chinese parent of MG Motor, reduced its stake in MG Motor India to 49%, while JSW acquired 35%. The remaining 16% is held by Indian investors, including financial institutions, employees, and dealers. Indian stakeholders now hold a collective majority, controlling strategy, governance, and Tata-backed IHCL acquired a 51% stake in ANK Hotels Pvt Ltd and Pride Hospitality for ₹204 crore, planning to rebrand most properties as Ginger and expand to roughly 250 Chhatwal, IHCL MD and CEO, frames it simply: to make Ginger 'India's number one mid-market brand serving 500 million potential customers in the next three to five years.'Consumer goods illustrate the same Distilleries' Indri whisky is now the world's fastest-growing single malt, capturing a 30% market share in India and selling over one lakh cases within two years. Indian single malts now account for 53% of category sales, proving that homegrown brands can dominate both locally and same playbook is playing out far beyond spirits. Whether in luxury goods, tech, or manufacturing, Indian companies and partnerships are building scale, meeting domestic demand, and earning global recognition, while keeping profits, decision-making, and influence at of the clearest examples is Apple's expanding production footprint in India, a Make in India success story in motion. Government incentives, especially the Production-Linked Incentive scheme, have transformed the country into a hub for high-value electronics Electronics plays a pivotal role: after acquiring Wistron's iPhone plant, it became Apple's first Indian contract manufacturer and later took a 60% stake in Pegatron's iPhone facility in Tamil is also building a new iPhone plant in Hosur, significantly boosting production capacity. Taiwanese manufacturers Foxconn and Pegatron have invested heavily as late 2025, most iPhones sold in the US were made in India, a clear sign the country has become a global production hub, not just a sales appeal as a manufacturing base extends beyond electronics. Vietnamese EV maker VinFast has made India a launchpad for global new Thoothukudi facility, part of a $500 million first-phase investment in a planned $2 billion expansion, went from groundbreaking to production in just 15 months. The 400-acre factory is explicitly designed for exports across South Asia, the Middle East, and is also entering the opening its first showroom in Mumbai in July and a second in Delhi in August, the company is signaling serious intent, even while selling China-made Model Ys at nearly ₹60 lakh. India's reduction of import duties on high-value EVs, from 100% to 70%, makes local production a compelling high-value manufacturing is no longer optional; it's Tata–PSMC semiconductor fab in Gujarat aims to roll out the first Made in India chip by late 2025, ahead of $2.75 billion assembly and test facility in Sanand is on track, and the Union Cabinet has approved four new semiconductor units with combined investment of ₹4,600 is building strategic, high-value industries from the ground up, creating both domestic capacity and global decades, India was primarily a sales destination. That has flipped. Exports hit $825 billion in FY 2024–25, yet domestic consumption is now driving investment and strategic RBI projects 6.5% GDP growth in FY 2025–26. An Edelweiss report estimates India's consumer market will be the world's second largest by 2030. Festive sentiment surveys show 92% of consumers plan to maintain or increase spending in 2025, with average budgets around ₹16, message is clear: produce for India first. Global firms are adjusting, and India has become a driver of strategy, investment, and production highlights three core advantages: talent, consumers, and infrastructure. Trade-flow shifts could bring $0.8–$1.2 trillion by 2030 and raise manufacturing's GDP share from 16% to 25%.About one-third of the world's STEM graduates are R&D, and sourcing could jump from $44–45 billion today to $130–170 billion by investments of $1.8 trillion by 2025 are modernising ports and logistics. Monthly household consumption has climbed from $271 in 2012 to $705 in 2023, reflecting India's massive population and rising outbound investments are surging and FY25, they jumped 75% to ₹2,51,412 crore ($29.2 billion). Outbound deals aren't capital flight, they widen market access, bring technology home, and professionalise supplier FY26 (April–May 2025), actual ODI reached ₹46,321 crore ($5.38 billion), with Singapore, Mauritius, and the US as top moves include Aditya Birla Group's $50 million R&D centre in Texas and Essar–Kowa's $8.5 billion green hydrogen joint first Swadeshi was about buying Indian. The current phase is about building with India. Partnerships, factories, and investments show that global companies no longer have to choose between selling to India and producing stay relevant in one of the world's most dynamic markets, they are making in India, and seeing the country's shift from being just a large market to becoming a significant producer.
