Desperately Happy Housewives

For the first time,an Indian television channel creates an exclusive official club across India for women only.

Jyoti Aggarwal had enough of it the kitchen politics,amplified versions of saas-bahu drama and the endless cycle of birth,death and marriages. Watching television with the family,including in-laws and kids,was getting embarrassing and awkward, says Aggarwal. It wasnt just her; her mother-in-law Swaran Goyal,sister-in-law Rashmi Goyal and fellow housewife Poonam Gupta too started to feel the burn.

This might be changed by the Happy Housewives Club: a SAB TV initiative that will provide a platform for housewives across the country to showcase their talent. It will go on air,Monday to Friday,from the first week of July. Swaran welcomes this move and says,as housewives,we are identified with pots and pans,relegated to kitchen and housework whereas we can do so much more. So,when this opportunity by SAB TV came by,I told the girls to grab it. They deserve it. There will be 2,000 clubs across India in the Hindi speaking markets,bringing housewives together,on a national social network.

How do we wean women away from the daily soap drama while keeping the curiosity and entertainment factor alive? According to our feedback from women,they want their cheap thrills. So how do we attract this chunk of audience? Thats when we worked on the club, says Anooj Kapoor,Executive VP & Business Head,SAB.

The Happy Housewives Club,he says,is an aspirational platform for the housewives,the most ignored lot of the Indian population. He explains,Its a club wherein they get to meet their friends,unwind,have a fun time,socialise and also showcase their talents through our channel. With husbands off to work and kids at school,the ladies didnt know how to pass time. This is a way to revisit singing,dancing,embroidery,painting…. I also used to write poems and now I want to write a book, says Jyoti,taking this opportunity to relive her dreams,all put on hold because of her duties as a homemaker.

While Jyoti and Rashmi record a dance performance for the channel,Swarans woollen crochet shawls will be put on display along with Jyotis paintings. This club is a tribute to the Indian housewife,and the best part is there are no auditions or eliminations here, says Kapoor.

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