Actress-politician Smriti Irani has reflected on the enduring cultural impact of her landmark television character Tulsi Virani from the iconic show Kyunki Saas Bhi Kabhi Bahu Thi, marking 25 years since the character first entered Indian living rooms. In an Instagram post on 2 October, Irani credited producer Ekta Kapoor with reshaping prime-time television and placing women at its centre.

The Instagram Post That Sparked the Conversation

Irani re-shared a video on Instagram highlighting academic research titled 'The Power of TV: Cable Television and Women's Status in India', conducted by economists at Harvard University. The research explored how Kapoor's television productions positively influenced women's lives in rural India — including attitudes towards women's autonomy, education, and domestic violence.

In her caption, Irani wrote: 'Twenty-five years ago, Tulsi Virani walked into India's living rooms. Neither of us knew how far she would travel. Behind her was another young woman breaking the mould — Ekta Kapoor, a young producer who trusted her instinct, put women at the heart of prime-time television and changed the grammar of Indian entertainment.'

What the Harvard Research Found

The Harvard University study referenced by Irani examined the spread of cable television in rural India and found that exposure to television was associated with shifting attitudes towards women — across markers such as autonomy, access to education, and domestic violence. Irani highlighted this research to underscore a broader argument about the social function of storytelling.

Notably, the research adds academic weight to a claim that practitioners in Indian television have long made informally: that mass-entertainment narratives can precede and enable social change, particularly in communities with limited access to formal education or advocacy.

Irani on the Role of Stories in Shifting Society

Irani articulated a clear philosophy in her post: 'Stories don't just reflect society. Sometimes, they quietly expand what society believes is possible. A character can question a boundary before someone finds the courage to question it in her own life. A young girl watching can discover a possibility she had never imagined for herself.'

She concluded with a generational note: 'Today, many of the young women who watched Tulsi are raising daughters of their own. Perhaps that is the true measure of a story. The episode ends. The years pass. A generation grows up. But somewhere, the story continues.'

Context: Ekta Kapoor's Legacy and the 25-Year Milestone

Kyunki Saas Bhi Kabhi Bahu Thi first aired in 2000 and ran for nearly a decade, becoming one of the most-watched Hindi television serials in history. Ekta Kapoor, who produced the show under Balaji Telefilms, is widely credited with reshaping Indian prime-time with female-led, family-drama narratives. The show's 25th anniversary has prompted renewed discussion about its cultural footprint — from the characters it popularised to the audiences it shaped.

Irani herself transitioned from the show to a prominent political career, serving as a Union Cabinet minister in multiple portfolios including Women and Child Development and Information and Broadcasting. Her reflections carry the dual register of an artist looking back and a policymaker who has worked on women's issues in a formal capacity.

What This Milestone Signals

The 25-year mark invites broader questions about the relationship between popular entertainment and social change in India — a country where television penetration, particularly through cable, outpaced institutional outreach in rural areas through much of the 2000s. As streaming platforms now command a growing share of Indian viewership, the conversation around representation and impact that Kyunki began is far from settled.