Aditya Birla Group chairman Kumar Mangalam Birla appeared on Kaun Banega Crorepati 17 with his family. During the episode, Birla was asked by an audience member which of his three children he loved the most. He humorously deflected the question before stating he was equally close to all his children and proud of them. The appearance also included discussions about personal milestones, his grandfather, and the Birla-Tata family relationship.