Welcome back. Our Indian Tom Brady, M.S. Dhoni, added another championship to his resume at an economically important time — Is the IPL growing bigger than the NFL? Also, what’s the controversy behind Starbucks India’s latest ad? Read and find out. On the letter otherwise is the opening of Kolkota Chai Co.’s second location, Shubh’s new album’s copyright issues, and a remembrance of the late Sidhu Moose Wala.

— Rosh

The IPL Could Soon Be Bigger Than the NFL

Cricket legend Mahendra Singh Doni, aka India’s Tom Brady, just won his fifth IPL Championship at the age of 41 this past weekend, when the Chennai Super Kings defeated the Gujarat Titans in a nail-biting match that came down to the last ball.

The Indian Premier League, or IPL, can be likened to the NFL in America, which makes the Final Match India’s Superbowl. The T20 men’s league started 15 years ago as a faster and more exciting alternative to the long and tedious one-day, or test cricket.

Why We Need to Pay Attention to Cricket
According to a 2022 Forbes report, the growth of IPL franchises has outpaced even that of NFL teams. Back in 2009, they evaluated the average value of all eight franchises at $67M. Now with 10 clubs, that average has expanded to $1.04B, an annualized growth rate of 24%. Unlike the NFL’s seasons, which occur over the course of six months, the IPL starts and ends within a two-month period and only has 10 competing teams.

To compare, the growth rate has been 10% for NFL teams over the past 13 years, with the current valuation at $3.48B. The IPL’s most valuable franchise, the $1.3B Mumbai Indians, alone is currently worth more than six MLB teams, 27 NHL teams, and every MLS team.

Before you know it, your favorite sports player might be a cricketer?

Why Are People Angry At This Viral Starbucks India Ad?

A recent Starbucks India ad titled “#ItStartsWithYourName” has exploded in virality and become subject to mass social commentary. With 2.5M+ streams on YouTube, the ad centers on the story of Arpita, a transgender girl seeking approval from her father.

The Controversy
The ad has sparked contradicting opinions throughout the country. Fans of the ad appreciate a company as large as Starbucks openly promoting inclusivity and breaking taboos around the LGBTQ+ community, saying it’s exactly what India needs. Simultaneously, the Twitter hashtag #BoycottStarbucks trended across the country with transphobic criticisms.

Others supported the community but disapproved of the “performative messaging,” questioning the ad’s relevance to the brand and calling it a grotesque representation of “woke culture.” A spokesperson for Starbucks explained, “Our campaign in India, #ItStartsWithYourName, shows how Tata Starbucks is committed to making people of all backgrounds and identities feel welcome…”

The Bigger Picture
Gender identity and expression is still a topic kept quiet about in India. While we should remain critical of corporate pandering and the tokenization of marginalized groups, having trans model Siya Malasi represent the community on a platform as large as Starbucks has helped create a conversation on the subject.

Kolkota Chai Co. Opens Second NYC Location

Brothers and co-founders Ani and Ayan Sanyal have officially opened their second location of the now-iconic New York City cafe – Kolkata Chai Co. They opened their first East Village location in 2019 with one question in mind: How can we extend the authenticity, respect, and tradition behind a cup of masala chai to America?

When the pandemic hit, it was a difficult time for restaurant owners. The entrepreneurs were forced to unexpectedly switch to an entire e-commerce model, but it was a blessing in disguise. With this new dimension to the company’s growth plan, they were able to raise $1M dollars in preseed funding from elite CPG investors.

KCC has become a central part of New York’s South Asian cultural community and activity, with the company’s ethos of dedication to authentic chai resonating deeply with the city’s audience. You can check out their new Nolita location here.

Shubh’s New Songs Are Battling Copyright Disputes

Punjab-born, Brampton-based rapper Shubh first splashed onto the Punjabi music scene as recently as 2021 with the single “We Rollin.” In less than two years, he’s grown exponentially with a massive fan base across the global Punjabi diaspora. Following a slew of one hit single after another, the 25-year-old “Baller” singer has earned hundreds of millions of streams.

@popshift

here’s why #punjabi #hiphop artist SHUBH is one of the top artists to watch in 2023. #Watchlist #Shubh #PopShift #SouthAsian

Last week, Punjabi rapper Shubh released his debut studio album “Still Rollin.” But if you’re trying to listen to the entire thing, you might find some issues. Thiarra Jatt, Shubh’s main producer for the album and popular singles like “Elevated” and the mega-hit “No Love,” has filed two copyright claims on YouTube against two tracks. These include “Offshore,” which was a collaborative track between the two, and “Dior,” which was featured for the first time on the new album.

This past weekend, “Still Rollin” was temporarily unavailable to stream on Spotify entirely. Shubh released an official statement saying that the album would soon be back on all platforms, and to his credit, it since has been.

Fans are still perplexed. While the reasons behind the dispute between the singer and producer have yet to be revealed, both have noticeably been subtly dissing each other over social media. It’s become an openly strained relationship, but if they’re unable to resolve their issues and work together again, it’s the music and their loyal fans they risk suffering.

Help us expand our newsletter! We’re looking for writers and new music to share.

Legends Never Die: Remembering Sidhu Moose Wala One Year Later

Yesterday marked one year since the death of the Punjabi sensation Sidhu Moose Wala. An outpour of love for the singer took over social media as fans paid tribute to the late and influential artist, who has had three posthumous tracks released: SYL, Vaar, and Mera Na.

Sidhu Moose Wala’s parents continue to seek accountability for the artist’s murder. Gone but never forgotten, his legacy continues to live on and inspire his massive, global fanbase.

Other Notable News

• YDV released a new track “HEAR ME OUT.”

• Chani Nattan, BK, and Indepal Moga released a new track “Jungle.”

• Simar released a new track “Need Nobody.”

• Asim Azhar and Shae Gill released a new track “Bulleya.”

• FeniFina released a new track “Get Better.”

• Tegi Pannu and Sukha released a new EP “SWITCHIN’ LANES.”

• Rhea Raj is releasing two new tracks tonight, “Outside (RHEAMIX)” and “Gimme More.”

• Hassan & Roshaan released a new music video for “Bandhan (ft. Quratulain Balouch).”

• Raf-Saperra announced an upcoming world tour.

• Shubh Saran announced an upcoming tour with Aberdeen.

Listen to the PopShift Playlist on Spotify.

Writers: Raghu Alla, Nirvani Pathak, Roshni Lalchandani

Editors: Raghu Alla, Roshni Lalchandani