In fact, for sixty plus years since independence, India hasn't been able to cultivate a sports brand of its own. We still crave for the Wimbledon, English Premier League or even the more fancy Formula One circuit, a recent rage in the country. Never, however, have we bothered about our own international sports brand, which the IPL is finally turning out to be.
An amalgam of good old curiosity, the drawing power of cricket’s poster boys dressed up in coloured pyjamas and, above all, the ability of the Board of Control for Cricket in India (BCCI) to sell a bed of nails to a porcupine has led to favourable evidence coming smoking out from the outsourced cricket circus.
Siddhartha Talya is a senior sub-editor at ESPNcricinfo