During the industry conclave, creator Rajan Shahi and star Rupali Ganguly disclosed that men out‑watch women for the hit daily drama, sparking lively chatter online.
Rupali Ganguly and Rajan Shahi stole the spotlight at FICCI Frames 2026 when they opened up about the surprising demographics of their flagship serial, Anupamaa. The duo, speaking to Bollywood Hungama, said that the show – launched in the wake of the pandemic – has become a nightly ritual not just for housewives but for a sizable chunk of men across the country.
"Anupamaa was launched post‑Covid. At that time, it was said, ‘TV khatam ho gaya hai, filmein bhi khatam ho gayi hai’," Shahi recalled. He added that broadcasters took a gamble on a story centred on a 40‑year‑old mother, a move many thought risky.
The gamble paid off, he claimed, noting that the series now enjoys ten regional adaptations and that its signature saree – bought for a modest Rs. 500 – has become iconic. "The rest is history," Shahi said, smiling.
What caught reporters off guard was the gender twist. "In a lot of houses, it was told that ‘You should not watch Anupamaa’. I know somebody who told his daughters‑in‑law, ‘Don’t watch Anupamaa. Ghar mein jagda hota hai’! Also, men became the biggest watchers of Anupamaa more than women!" Shahi laughed, pointing to memes about vocal mothers.
Ganguly corroborated the claim with street‑level anecdotes. She recounted spotting her milkman glued to the screen, and later, a group of commuters sharing a cramped train carriage while the serial played on their phones. "Television is known as the women’s medium, but it’s not," she asserted, adding that she could "bet my life" on the existence of men who secretly binge‑watch TV soaps.
She also highlighted a cultural side‑effect: the 10 p.m. Slot has become a protected window for many women. "A lot of men told me, ‘Food is not served to us at 10:00 pm. Their wives or mothers say, ‘Come home before 10 or eat after 10:30.’ So please don’t disturb the Anupamaa hour," she joked.
Industry insiders see this shift as a sign that the once‑gendered perception of daily dramas is eroding. The show’s relatable domestic themes appear to resonate with anyone juggling family pressures, regardless of gender. Analysts suggest that the rise of streaming platforms and on‑demand viewing may have blurred traditional audience lines, allowing men to explore content previously labelled as "women’s fare".
The revelation has already ignited conversation on social media, with users sharing screenshots of men watching the serial and debating whether this trend will influence future programming decisions. Some speculate that producers might start weaving more masculine perspectives into storylines, while others argue the core appeal – authentic family dynamics – will remain unchanged.
For now, Anupamaa continues its nightly run, and its creators seem unbothered by the unexpected fanbase. As Shahi summed up, "Jab tak Anupamaa rahega, usme Rupali hi rahegi!" – a nod to the actress’s irreplaceable presence.
The next episode airs this Thursday at 10 p.m., and if the current buzz is any indicator, the living rooms of India – male and female alike – will be tuned in.
All quotes are taken from statements reported by Bollywood Hungama at the FICCI Frames 2026 event.
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