“Five to seven years ago I don’t the think the average Indian could have imagined its own Formula 1 team. I think Force India’s presence on the World Championship grid today is a showcase of the new and prosperous India: we can afford to be there and we can perform,” says Mallya, who now chairs Force India F1 team.

India already has plenty of F1 fans. Twenty-four million tuned in last year. Advertising revenues for broadcasters have soared, and sports bars cater for the die-hard fans.

Sachit Jolly, a sports bar patron says: “It gives you a high. I love this sport. Now it’s become more of a tactical game instead of speeding around the track. With the pitch strategies, how much fuel to put in, or when to change the tires, it’s become much more interesting with the pit strategies coming in.”

India looks set to get its very own Grand Prix. Formula 1 has signed a ten-year contract with Indian promoters JPSK Sports. Work on a new F1 track and stadium on the outskirts of the capital New Delhi is scheduled to begin soon.

However, India’s hopes of hosting its first ever F1 race have suffered a setback, with the government recently describing Formula 1 as “expensive entertainment”, not sport, which has turned down the race promoters’ request to pay Formula 1 the $37 million fee for hosting the race.

JPSK Sports’ managing director Sameer Gaur, however, says the foundation stone for the project will be laid next month:

“As promoters of Formula 1, we will be making a Formula 1 track. That is one activity. Then there will be other activities also, which we think will be at the site, maybe hockey and some other serious sports facilities.”

An F1 race in India could boost tourism and bring even more investment to the sport. As for Vijay Mallya, he will have to live with the pressure of greater expectations and hope Force India lives up to its new-found reputation on the track.