World Cup: Cricket fever drives unprecedented bumper TV sales despite shraddh

If cricket is a religion in India, then the World Cup is its most joyous festival. The fervour and frenzy of cricket fans has more than offset the traditional reluctance to make purchases during the shraddh period. And with the blockbuster India-Pakistan match looming ever larger, sales, deliveries and installations of new TVs, especially large screens, is scaling new peaks.