The institution of a uniform set of norms is to “professionalise, commercialise, formalise and standardise” a sport that was hitherto defined by its rejection of modern trappings in favour of local touches, amateurishness, unprofitability and unpredictability. “There are about 30 regattas in Kerala. Each has its local character and fan base. It’s very difficult to market individual localised races on a pan-Kerala basis. By organising these races on a league basis, we hope to integrate the fan bases all over the state,” says Kerala’s finance minister T.M. Thomas Isaac. A team auction, slated to be held midway through the competition, is expected to rope in franchisees to take this process forward. Player auctions, as in IPL, will likely follow.