Apna WWE — Get In The Ring!
In the first episode of a conversational and engaging series, economist Rahul De invites media studies expert Kailash Koushik to discuss the culture and economics of the professional wrestling entertainment promotion that has acquired an ardent fan following in India
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 sporting subcultures, economist Rahul De invites media studies expert and basketball enthusiast Kailash Koushik to discuss the culture and economy of WWE. Follow the show and listen on your favourite podcast platforms.
Credits
Akshay Ramuhalli, Bijoy Venugopal, Bruce Lee Mani, Narayan Krishnaswamy, Prashant Vasudevan, Sananda Dasgupta, Seema Seth, Shraddha Gautam, Supriya Joshi, and Velu Shankar
Acknowledgements and resources
Articles and news features:
- John Cena, Seth Rollins in star-studded main-event for WWE Superstar Spectacle in India | Hindustan Times, August 29, 2023
- WWE throws its weight behind India, its biggest market globally | Business Standard, February 18, 2021
- India’s got WWE talent but future John Cenas and Great Khalis struggle without sporting infra | The Print, March 5, 2023
YouTube
- AJ Styles Eats Classic Indian Snacks! – Chakh Le WWE Ep.1: WWE Now India
- Varun Dhawan teaches Charlotte Flair Bollywood dance: WWE Now India
- Rhea Ripley, Charlotte Flair and More Wish India a Happy Independence Day(Hindi): WWE Now India
- WWE playlist of “Now India”
- RWE | KD Kajal VS Attitude Girl Sunday Night War Zone Show
- MAHABALI SHERA | WWE | SUDDEN ENTRY
- McIntyre, Triple H and more celebrate future of WWE in India: WWE Superstar Spectacle, Jan. 26, 2021
