MFN Is Nurturing Talent And Giving Back To The World Of Martial Arts: Ayesha & Krishna Shroff
What is the strategic planning and consideration that undergoes organising such a successful event?
Ayesha Shroff: As a film family, production is our strong point. We take pride in our comparable production values to top promotions worldwide. Our goal has always been to create a fabulous experience for fighters and viewers, sharing behind-the-scenes footage on Disney+ Hotstar. Whether it is outdoor shows in Dubai or spectacular venues in our home country, we adapt our production accordingly. The upcoming show in Noida, on 1 July, will be held at a beautiful indoor stadium with a capacity of 4000-5000 people. We have already booked 3,000 free tickets online, and the rest are reserved for fighters, fans, and their families. With a small, tight team, we run a successful in-house operation.
Krishna Shroff: The base of our strategy remains the same, but we tweak it according to each venue and each location. But at the end of the day, I think what truly makes our show is the fighters and currently we have the absolute best guys and girls signed to us in the country.
What inspired you to promote and what is the vision behind Matrix Fight Night (MFN)?
Ayesha Shroff: Both my children, Tiger and Krishna, have been practising martial arts since they were very young, starting at the age of four. I firmly believe that their involvement in martial arts from such an early age has played a significant role in shaping them into the remarkable young adults they are today. Martial arts instils qualities like discipline, focus, and good values such as integrity and sportsmanship in children. As a family, we have always embraced martial arts, and it continues to be an integral part of our lives.
When we decided to contribute to this field, we realised that MMA, despite being the fastest-growing sport globally, lacks recognition as a sport in our country.
Realising this significant gap, we felt compelled to give back to the action domain that has provided so much to my children. We acknowledged the importance of giving back in life. This led us to establish MFN (Matrix Fight Night) as our way of addressing the lack of support for Indian fighters in MMA. We recognised that this initiative would serve as a platform for fighters to enhance their training, engage in professional fights, and navigate their post-fighting careers. It is our sincere effort to contribute to the world of martial arts and action, inspired by the positive impact it has had on my children's lives.
We firmly believe in nurturing talent, providing opportunities, and making a lasting difference. MFN represents our commitment to giving back, and we are excited to witness the growth and success of Indian fighters in the MMA arena.
Krishna Shroff: For Tiger especially, in the industry that he is in, and with the massive legacy that my father has left in the same industry, it is very hard to break through. However, he found his niche in MMA, which allowed him to differentiate himself and quickly make a name for himself. MMA played a significant role in propelling his career forward and he is grateful for the opportunities it provided.
Ayesha Shroff: In a nutshell, the main idea behind launching MFN is to provide a platform for Indian fighters and address the lack of support for them in the country. Tiger has always been supportive of the initiative and actively participates in events whenever possible. Even my husband, who has been a yoga follower, has now become more involved in the company, recommending fighters, and contributing to the decision-making process. It's wonderful to have the support of our entire family in this endeavour.
Krishna Shroff: In summary, Matrix Fight Night began as a passion project rooted in our genuine beliefs and values. We believe that when the intent comes from a pure place, there is longevity in the endeavour. We have witnessed the growth of MFN from its inception, and it has not only revitalised MMA in our country but also set new standards globally. We are proud of the impact it has made and the positive changes it has brought to the sport, especially in our region.
How is the mixed martial art market in India evolved since it's since its inception and what role has MFN played in its growth?
Krishna Shroff: From when we started with MFN-1 to now, we have come a long way. Initially, there was little knowledge or awareness about MMA, but through 11 successful shows, we have built a thriving MMA community and a dedicated fan base in India. Our recent partnership with Disney+ Hotstar has been a game-changer, and the viewership numbers for MFN 11 have surpassed expectations and saw a 500 per cent jump in viewership between MFN 10 and 11.
How much investment you have already infused, are you planning to invest more or have you found some sponsors?
Ayesha Shroff: We have successfully built an ecosystem around Matrix Fight Night that goes beyond just the shows and fights. Our chain of gyms, MMA Matrix Gyms, has expanded to 7 operational locations, with 13 to 14 gyms already signed across the country. These gyms play a significant role in funding Matrix Fight Night, along with revenue from broadcasts and sponsorships. Currently, we have chosen not to focus on ticketing revenue in order to prioritise spreading awareness and allowing unrestricted audience participation. Additionally, we have a fitness academy that certifies individuals, and other ancillary businesses that generate cash profits on a yearly basis. These sources of support, along with sponsorships and media rights, contribute to the growth and sustainability of Matrix Fight Night.
What challenges have you faced in establishing MFN as a prominent brand in India and how you have overcome them?
Krishna Shroff: The main challenge we face is the lack of knowledge about the sport in our country. Despite being the fastest growing sport globally, MMA is relatively unknown in India. Our proudest achievement is giving fighters a platform and opportunity to shine, many of whom were relatively unknown before Matrix Fight Night (MFN). The challenge lies in educating people about the sport from the grassroots level and getting them to believe in our vision. Overcoming this hurdle and getting fighters and supporters on board has been our biggest challenge.
Krishna Shroff: To increase viewership, we focus on creating familiarity with the fighters. We have a dedicated team that visits the hometowns of the fighters, capturing their daily lives, training camps, and moments with their families. By showcasing their personal stories and activities, we generate buzz and build anticipation for their fights, ultimately attracting more people to watch and support them.
What is the selection and recruitment process for the fighters in MFN?
Krishna Shroff: We have a roster of 117 professional fighters, including the best from our country and some international talents. Performance is key for us, prioritising exciting fighters with impressive finishes. We also value how fighters represent the sport inside and outside the cage, putting effort into building their own profile and being great ambassadors. It's not just about the win-loss record but the overall package. Additionally, we provide opportunities through our Contenders series, where fighters can showcase their skills and earn a chance to compete in Matrix Fight Night. It's a tournament that selects a winner for a contract on the main stage.
What are your future plans for MFN in terms of expansion, reaching a wider audience?
Ayesha Shroff: Our focus is on growth, and we currently organize four main fight nights and one contender event per year. Our goal is to expand to six fight nights and two contender events by next year. We approach growth conservatively but steadily. It's satisfying to see other promotions and fighters from around the world reaching out to collaborate with Matrix Fight Night and express interest in fighting with us.
Krishna Shroff: We are currently working on building Matrix Fight Camp, a state-of-the-art facility where fighters can come to train and exchange knowledge with coaches and fighters from around the world. It will be a haven for fighters to improve their skills and have opportunities for growth. Additionally, the facility will provide a pathway for our fighters to transition into coaching roles once their fighting careers in Matrix Fight Night are over, helping the next generation of fighters to emerge.
