Everyone is praising the Indian women’s cricket team for winning the World Cup for the first time. Before the Indian women’s cricket team became household names and national icons, there was a time when they played for little more than love for the game. There were no sponsors, limited resources, and hardly any media attention. Travel, kits, and even training often came from their own pockets. During those years of struggle, Mandira Bedi, better known for her presence on TV screens and in Bollywood, stepped forward to make a difference. Mandira Bedi, an actor, presenter, and one of the first women to anchor cricket, became an invisible sponsor of India’s women cricketers.
Mandira Bedi’s Quiet Contribution
From 2003 to 2005, Mandira Bedi played an unexpected but crucial role in keeping women’s cricket afloat. At a time when the Women’s Cricket Association of India (WCAI) managed the game with almost no financial backing, Mandira decided to help in her own way.
Nutan Gavaskar, former secretary of the WCAI, remembered those days clearly. “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.
It was during one such crisis that Mandira Bedi made a selfless decision. After shooting a commercial for Asmi Jewellery, she donated her entire endorsement fee to the WCAI. That amount helped fund the Indian team’s England tour — covering their air tickets and ensuring they could compete on foreign soil.
An ‘Invisible’ Sponsor With A Big Heart
Nutan Gavaskar recalled, “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.”
This wasn’t just a one-time gesture. Between 2003 and 2005, Mandira Bedi repeatedly reached out to brands and companies to secure financial help for the team. She wasn’t obligated to — she just believed in their potential.
Former India cricketer and WCAI secretary Shubhangi Kulkarni said, “It was very difficult to get sponsors in the last few years. But once Mandira Bedi took up our cause, other corporates began to show interest. 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.”
Breaking Barriers Beyond Broadcasting
Mandira Bedi had already faced criticism as one of the first female anchors in cricket broadcasting. Many questioned her presence in a male-dominated space, but she stayed firm. What few knew then was that behind the scenes, she was helping women cricketers gain the recognition and support they deserved.
In an interview with The Telegraph India at the time, she said, “The money I would have taken for my endorsement will go towards the cricket sponsorship,” adding, “There is another sponsor lined up for the next series.”
Her involvement did more than just raise funds — it shifted perceptions. She used her visibility to make people notice women’s cricket at a time when few cared to. Sponsors began to see the women’s team not as a charity, but as a worthy investment.
A Heart That Beat For The Game
Mandira Bedi never publicized her acts. There were no press releases or headlines about her donation. It was pure kindness — done quietly and with purpose. She understood that change begins with small acts of support, and her efforts proved that compassion can make a tangible difference.
Years later, when India’s women finally lifted the World Cup in 2025, Mandira shared an emotional note on Instagram: “You didn’t play for a nation, you moved it.”
She paired it with Chak De! India and added that this victory was “a shift in the heartbeat of every little girl who will now dream without apology.”
For someone who once gave her endorsement fee to send cricketers abroad, that moment was poetic. The girls she once stood up for were now standing tall — champions of the world.
Final Thoughts
Mandira Bedi may never have worn the India jersey, but her heart beat for Indian cricket. In a time when women’s cricket fought for survival, she became its invisible sponsor — a woman who gave without expectation and supported a dream few believed in.
Her story is a reminder that kindness doesn’t need applause. Sometimes, it just needs courage, conviction, and a will to make a difference — exactly what Mandira Bedi stood for
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