Arm-Wrestling: Transforming From Playground Pastime To Prime Time Spectacle?
Pro Panja League, led by Parvin Dabas and Preeti Dabas, is taking arm-wrestling from grassroots to level to the national stage and beyond
In a quiet corner of one of the Kendriya Vidyalayas in Bengaluru, a fervour unlike any other has gripped the students. What began as a casual pastime has swiftly escalated into a full-blown mini sensation, all thanks to the keen eye of one 9th-grade student, Ravi (14), whose discovery of the Pro Panja League (PPL) on TV sparked an unprecedented interest in the sport of arm-wrestling.
Ravi’s enthusiasm has been contagious and spread like wildfire among his friends. He and a group of friends embarked on a journey to bring the thrill of arm-wrestling to more of their classmates. Using their study benches as makeshift arm-wrestling table during lunch breaks, they began to engage in friendly matches, drawing curious gazes and enthusiastic cheers from their classmates.
What was once a simple recreational activity during lunch breaks has now evolved into a competitive mini-league, complete with its own set of rules and regulations meticulously crafted by these young enthusiasts. Given the inclusive nature of the sport, even the girls in Ravi’s class have joined in, showcasing their skills and enthusiasm alongside their male counterparts.
In an interview with BW Businessworld, Parvin Dabas, Actor/Director and co-founder of the Pro Panja League (PPL), revealed that his decision to venture into arm-wrestling or Panja was deliberate. He aimed to promote a sport that resonates with the masses and is easily comprehensible by all, irrespective of gender and economic background, all while upholding the Indian ethos embodied by the term 'Panja' (arm-wrestling).
“We wanted to connect with the masses in India. And 'Panja' is a sport which can be played by each and everybody, and understood by everyone.” - Parvin Dabas, Actor/Director and co-founder of Pro Panja League
What began as a mission to elevate arm-wrestling, or Panja, to a professional level in 2020 has now blossomed into a nationwide sensation in 2024, captivating audiences and athletes alike.
PPL’s evolution can be traced back to its inception just before Covid-19 lockdown four years ago, which was driven by a strategic approach that looked to bridge the gap between traditional Indian sports and international standards. Dabas, along with his wife and co-founder Preeti Jhangiani, recognised the inherent appeal of arm-wrestling across India. Their vision was clear: to make Panja accessible to the masses and establish it as more than a niche sport in the country.
Key to their strategy was the organisation of ranking tournaments since the very beginning four years back to ensure that talent rose to the top based on merit rather than influence. These mini tournaments served as the foundation for the league, which provided a platform for arm-wrestlers from across the country to showcase their skills and earn recognition.
Despite facing challenges during Covid-19 pandemic and subsequent lockdowns, the Pro Panja League persevered, using the downtime to innovate and refine their approach. They capitalised on iconic locations like Gateway of India and innovative event formats and iconic cities such as Gwalior to create visually stunning spectacles that captured the imagination of the public and media alike.
“India has the opportunity here to own this world-level sport.” - Preeti Jhangiani, co-founder at Pro Panja League
Season One Success
The league’s efforts bore fruit in 2023 with the inaugural IPL-style 17-day tournament, leading to a surge in interest and participation in arm-wrestling, particularly in tier two and tier three cities.
As per Broadcast Audience Research Council (BARC) data, PPL garnered an impressive viewership of 32 million (unique viewers) on television, surpassing the inaugural seasons of many recently launched leagues in India. In fact, the reception surprised the co-founders and even the media partner Sony which had the media rights for the league.
“We were able to prove in the first season was that people are indeed watching, and much more people are watching than anybody thought. And it’s always a great sign when the broadcaster itself is calling you up to tell you how you're doing really well rather than there being a radio silence,” said Dabas.
While it was expected that the reception would be larger in the tier two, tier three cities and beyond where Panja is perceived to be popular, Co-founder Jhangiani shared that a huge viewership came from Maharashtra and Delhi.
“I think we shocked even our broadcaster with 32 million unique viewers. But I have to give it to Sony Sports and have a lot of gratitude for what they did. Because they saw our vision for the sport, they were onboard with us.”
Sony’s promotional strategies also played its part in driving viewership and interest in the league. The co-founders acknowledged the efforts of the Sony team in going above and beyond contractual obligations to promote the league through various channels.
“We have friends who typically only tune in to watch western sports and leagues, but they were the ones eagerly tuning in every day alongside their kids. These children, who usually engage in sports like tennis or football, were captivated by the excitement of arm-wrestling. It’s a testament to how the sport transcends age and economic barriers, resonates with a diverse audience,” Jhangiani added.
The champion PPL team was awarded Rs 20 lakh (USD 25,000) in Season One, and the second-place team received Rs 5,00,000 (USD 6,300). The prize money was equally divided across all categories of the competition, including men's, women's and specially abled.
Focus On Revenue And Expansion
While Jhangiani and Dabas did not reveal Season 1 revenue numbers to BW Businessworld, they explained that the realistic expectation from this season was on attracting viewership and attention. However, they said that the current priority in 2024 is to leverage the viewership numbers for monetisation to keep the league going and expand. Dabas also mentioned ongoing discussions with potential sponsors, highlighting their growing confidence in the league’s long-term success due to interest and viewership in India.
“There are huge number of companies and businesses in the country who, apart from cricket, want a good space to promote themselves. And those are the kind of guys we are looking at as well, who may not be able to afford Cricket and Kabbadi, but who still want to promote themselves and attach themselves a good sporting brand,” said Dabas.
PPL is also looking to expand the league’s reach and impact. The league, which was broadcast just in Hindi last year, is looking to add English commentary to tap into the untapped potential of the southern markets. The focus for PPL has shifted from attracting viewers to fostering organic growth and engagement. This shift is mirrored in discussions with potential sponsors in 2024, reveal the husband-wife co-founders.
The league is also looking at more than mere branding for the next season. The co-founders are looking to forge meaningful partnerships that align with its vision for expansion while keeping Panja and the athletes at the centre of PPL.
International Interest
PPL has also enjoyed significant attention from renowned arm-wrestlers across the globe, with top athletes expressing eagerness to join the platform right from the outset. With an impressive roster of international talent knocking on their doors, the league intends to gradually integrate foreign athletes into its competitions, starting as early as season three. Countries with established arm-wrestling cultures, such as Kazakhstan, Kyrgyzstan, Australia and Romania, are among those eagerly seeking participation in PPL events.
“India has the opportunity here to own this world-level sport through Pro Panja League,” concluded Jhangiani.
When one juxtaposes PPL’s 2023 viewership numbers against those of established arm-wrestling leagues of the past and present, PPL stands head and shoulders above the rest. Currently, arm-wrestling on the world stage is extremely niche and reliant on pay-per-view (PPV) models around the world. But PPL aims to diverge from this approach by prioritising accessibility and broadening its audience base that’s already big, largely because it is based in India. By attracting renowned athletes and adopting a new business model in the world of arm-wrestling, Dabas and Jhangiani could be on to something.
