because too much money in indian cricket
Back in the day when losing was the usual habit, the fan did not really brood over it as much as he/she does now, and was happy when a good game was played irrespective of who won it. The reason behind this change is predominantly globalization. With money to spend, one wants to be entertained. And entertained the way he/she likes it. So, India just has to win. What adds fuel to the fire is that other sports do not really capture audiences as much as the idol-heavy cricket does.
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