Dave Meltzer mentioned on Wrestling Observer Radio that Jinder Mahal’s push has nothing to do with TV ratings or WWE Live Event ticket sales in the United States but rather the marketing of Mahal in India. Mahal specifically mentioned in his promo at Backlash that 1.3 billion people are living in India which is certainly a reference to WWE looking to expand into that market.
For those wondering about Mahal winning the WWE Title at Backlash, that has always been the plan. There was no last minute changes or anything of that nature. Once WWE decided to push Mahal with a victory in the six-pack challenge and had him go over AJ Styles, it was pretty clear that was the direction the company was going.