Sunday 22nd October 2017,

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Mint: The Woman Behind Quantico Star Priyanka Chopra

posted by Randall

Priyanka Chopra

11.1 million viewers tuned into ABC’s Quantico starring Bollywood star Priyanka Chopra, if you include the time shifted viewing on DVRs the three days after last Sunday’s premiere.

It was the highest rated Sunday night program among young adults.

That had to be great news for Anjula Acharia-Bath. The venture capitalist’s goal for the last five years, according to Mint Sunday, has been to get a desi artist into mainstream America.

Chopra signed a deal with Acharia-Bath in 2010 who launched Desi Hits Universal, a joint venture with Universal Music Group, that same year.

“The biggest thing I felt was the way we were perceived and presented on TV was so derogatory and grossly misrepresented,” says Acharia-Bath.

She finalized deals for Chopra to cut songs with American pop stars, to sing the theme of Thursday Night Football for the NFL Network and to a spokesmodel for fashion brand Guess. By far, Quantico is Chopra’s biggest shot at stardom in the U.S.

Acharia-Bath now manages Chopra’s career outside of India.

“My job is to go into every meeting before PC and explain who she is, and explain the gravity of her, so when she walks in, they know who she is.”

Quantico
airs Sunday nights at 10/9c on ABC.

You can learn more about Acharia-Bath’s inspiration for Desi Hits Universal and her plan to make Chopra a worldwide brand in Mint Sunday.

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