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The Indian women’s cricket team clinched their maiden World Cup with their win over South Africa on Sunday at the DY Patil Stadium in Navi Mumbai taking the burgeoning culture of women’s cricket in the nation forward by leaps and bound. However, it has not always been the case with the side struggling to find sponsors and endorsements back in the day as notable names including Bollywood actress Mandira Bedi springing in to action to support the sport financially. Former secretary of the Women’s Cricket Association of India, Nutan Gavaskar, opened up on the initial state of affairs around the sport initially and outlined the challenges the outfit had to face. “The WCAI was formed in 1973 and managed the national team until 2006, when the BCCI finally took women’s cricket under its wing. Back then, there was no money — but all those women played for the sheer love of the game,” she said. She also recalled the time when Bedi starred in commercials with the intent of forwarding the proceeds in its entirety to support the Indian women’s cricket team. “On another occasion, we had Mandira Bedi, who shot a commercial for a famous diamond brand. The entire endorsement fee she received, she donated to the WCAI. That money helped us arrange air tickets for India’s tour of England,” she said. Former India player Shubhangi Kulkarni echoed Nutan’s thoughts by dwelling further into Bedi’s work towards the progress of the sport in the nation. “It was very difficult to get sponsors in the last few years. But once Mandira took up our cause, other corporates began to show interest,” Shubhangi said. “She came to watch a match, and we told her, ‘You have done so much for men’s cricket — why not do something for us?’ She took it up earnestly and soon began approaching sponsors,” she added. “The money I would have taken for my endorsement will go towards the cricket sponsorship. There is another sponsor lined up for the next series,” she had said. Following the triumph of the women’s side on the grandest stage, Bedi posted a handwritten note on social media platform Instagram with a caption that read, “I once stood on the sidelines of women’s cricket, humbled by its grit and grace. Last night, you showed the world its power. This victory was not a moment: it was a shift in the heartbeat of every little girl who will now dream without apology.” “What a journey. What a fight. Sweet victory, so well deserved ! Big congratulations to Team India! Women’s cricket has come SUCH a long way,” Bedi’s post on social media platform X, formerly Twitter read.
