10 million just on sets,' said Waseem Sabir, who has directed serials like 'Saat Phere' and 'India Calling'.

'At times 40 percent of the total budget is kept aside for sets, costumes and jewellery,' he added.

Rajan Shahi, the man behind shows like STAR Plus' 'Yeh Rishta Kya Kehlata Hai' and 'Sapna Baabul Ka...Bidaai' as well as Colors' 'Mata Pita Ke Charno Mein Swarg', admits to spending 'much beyond what the channel provides (in terms of budget)' to work on his characters' looks and the story's presentation.

'I spend anywhere between 15 to 20 percent of my total budget on the looks and costumes of my characters. And I spend a lot of money on my show's presentation. For example, if the channel gives me Rs.100 for a scene, I would easily shell out Rs.35 to 40 for my presentation,' said Shahi, who recently used a Rs.175-million Porsche car to shoot a scene for 'Mata Pita Ke...'

But he stressed that it's vital to maintain a balance between simplicity and opulence to be able to connect with audiences.

According to Purnendu Shekhar, the writer of 'Balika Vadhu', shows are getting grander by the day because 'every channel needs a good-looking show'.

To meet the demand, the makers are either shooting in a palace or in a palace-like house or sets with characters dressed in fine jewellery and attires.

For instance shows like Colors' 'Balika Vadhu' and 'Jai Shri Krishna', NDTV Imagine's 'Bandini' and 'Rakhi Ka Swayamvar' and STAR Plus' 'Raja Ki Aayegi Baraat' - are either shot in a palace or old havelis.

'Every show needs to have an edge over one another and every channel needs at least one such show. It's very important to have something larger than life to draw in the audience. And channels are ready to pay for that,' said Shekhar.

(Radhika Bhirani can be contacted at radhika.b@ians.in)