In the annals of Bollywood history, 1975 stands out as a year of significant cinematic clashes, most notably the one between Ramesh Sippy's epic action-adventure Sholay and Vijay Sharma's devotional film Jai Santoshi Maa. While Sholay boasted a star-studded cast and a large budget, Jai Santoshi Maa, made with relatively unknown actors and a shoestring budget, emerged as an unexpected victor, proving that content and faith could triumph over conventional Bollywood formulas.
Sholay, a "Curry Western" blending Indian dacoit films with Spaghetti Western themes, was directed by Ramesh Sippy and featured a stellar cast including Dharmendra, Amitabh Bachchan, Sanjeev Kumar, Hema Malini, and Jaya Bhaduri. Produced by G.P. Sippy, the film was mounted on a budget of approximately ₹2.5 to 3 crore, a considerable sum for the time. The film revolves around two criminals, Jai and Veeru, hired by a retired police officer to capture the ruthless bandit Gabbar Singh. Despite its grand scale and star power, Sholay initially received negative reviews and a lukewarm response at the box office. However, positive word-of-mouth gradually propelled it to become a record-breaking success.
On the other hand, Jai Santoshi Maa was a low-budget devotional film about the Hindu goddess Santoshi Maa. Directed by Vijay Sharma and produced by Satram Rohra, the film was made with a modest budget of approximately ₹25 to 30 lakh. It starred Kanan Kaushal, Bharat Bhushan, and Anita Guha. The film's story revolved around the faith and miracles of Santoshi Maa's devotees, resonating deeply with audiences, particularly women.
Released on August 15, 1975, Sholay clashed with Jai Santoshi Maa at the box office. While Sholay had a slightly better opening, earning ₹8 lakh compared to Jai Santoshi Maa's ₹7 lakh, the latter quickly gained momentum due to strong word-of-mouth and its appeal to family audiences. Trade analysts initially considered Jai Santoshi Maa a flop after it earned only Rs 56 on its first day. Contrary to expectations, it became a superhit, running for 50 weeks in theaters and becoming the second-highest-grossing film of the year.
Jai Santoshi Maa reportedly earned over 100 times its budget, whereas Sholay returned 10 to 15 times its investment. Jai Santoshi Maa made approximately ₹5 crore against its ₹25 lakh budget, yielding a massive 2000% profit and becoming one of the most profitable Indian films ever. In contrast, Sholay, made on a budget of ₹3 crore, earned ₹15 crore during its initial run.
Several factors contributed to the unexpected success of Jai Santoshi Maa. The film's devotional theme struck a chord with the Indian public, particularly women, who played a crucial role in its success. The film's music, composed by C. Arjun, also played a significant role. The film's success led to the construction of Santoshi Maa temples across India, and her images flooded the markets. Many people who weren't regular moviegoers watched the film multiple times and devotees broke coconuts and threw flowers at the screen when the lead actress appeared.
Despite Jai Santoshi Maa's box office triumph, its producer, Satram Rohra, reportedly did not see any profits due to distributors' hesitancy and alleged fraud. Rohra was eventually declared bankrupt.
While Sholay eventually achieved iconic status and broke box office records, Jai Santoshi Maa's initial success against the odds remains a remarkable chapter in Bollywood history. The film's victory demonstrated the power of faith and content in connecting with audiences, even against big-budget productions.