The International Monetary Fund-led economic reforms launched in 1991 by Manmohan Singh constituted a watershed in India's economic history and in Sainath's career. He felt that the media's attention was moving from "news" to "entertainment" and consumerism and lifestyles of the urban elite gained prominence in the newspapers which rarely carried news of the reality of poverty in India. Sainath is quoted as saying, "I felt that if the Indian press was covering the top five percent, I should cover the bottom 5 percent".