While continuing to teach communication to MBA students, he started work on SLS at IIM.

In 1999, in an effort to improve functional literacy rates in India, he experimented with subtitles on Chitrageet, a Gujarati television program.

Since 2006, SLS has been implemented on one weekly program each in Hindi, Bengali, Gujarati, Punjabi, Kannada, Telugu, Tamil, and Marathi.

The main goal is to persuade broadcasting policy in India to implement SLS on all songs on TV, in all languages.

[3] Kothari is the president of PlanetRead, a non-profit involved in furthering Same Language Subtitling throughout the world.