The devar-bhabhi bond in Indian culture was once treated with respect, often seen as close to a mother-son relationship. A bhabhi guided and cared for her younger brother-in-law, while he treated her with dignity and support within the family.
Over time, this view changed. Adult comics like Savita Bhabhi, regional movies, songs, and TV shows began portraying the relationship in a sexual light. Pop culture, including memes and reality shows, has further reduced the word “bhabhi” to humour or erotic references.
This shift has made “bhabhi” a common subject for sexual jokes. Many feel that instead of symbolising respect, the term now carries undertones of fantasy and objectification. Such portrayals have blurred traditional cultural boundaries in everyday conversations and entertainment.
The debate resurfaced after a video of Akash Ambani with Shloka and Radhika Ambani went viral. In it, Akash was seen holding both women by their waists. Viewers claimed this display was indecent for a brother-in-law and criticised him on social media.
Some defended Akash, arguing that society is quick to sexualise even simple gestures and that the trend of oversexualising bhabhis must end. Others felt Radhika appeared uncomfortable, pointing out how she refused to hold Akash’s hand at one moment.
The trio was attending the screening of Aryan Khan’s Bastards of Bollywood, which made the incident even more visible. Online reactions remained divided, showing how strongly people view this subject through cultural and moral filters.
While there is no fixed way to change these mindsets, many believe it starts with personal responsibility. You need to question media portrayals and avoid falling into narratives that exploit women’s dignity for attention or entertainment.
Akash Ambani tried Harder to hold Radhika Merchant ’s Hand than Netflix tried to Hype #TheBadsOfBollywood pic.twitter.com/vIWnuk1V1d
— MIITESH TANWANI (@HarFunnMaulaa) September 19, 2025
