India’s Film, Streaming Industry sets global ambitions: Industry leaders chart vision for future
Vivek Sharma
MUMBAI: At the breakout session titled “India’s Evolving Role in the Global Film and Streaming Economy”, held on Friday in Mumbai as part of WAVES 2025, key industry voices came together to discuss how India is poised to take center stage in the global entertainment landscape.
The session brought together prominent figures such as Vikram Tanna, CEO of Eros Now and Mzaalo (Xfinite Global); Shibasish Sarkar, President of the Producers Guild of India; Ektaa R. Kapoor, Joint Managing Director of Balaji Telefilms; and Shalini Govil Pai, Vice President & General Manager of Android TV, Google.
Opening the discussion, Shibasish Sarkar traced the evolution of Indian cinema, highlighting the country’s long-standing tradition of storytelling, from the silent films of the early 1900s to the rise of streaming platforms today. “Streaming has allowed Indian stories to find global audiences,” Sarkar remarked. However, he cautioned that to fully capitalize on this opportunity, India must invest in world-class studio infrastructure, production hubs, and technology-driven ecosystems. He also emphasized the importance of policy frameworks and institutional capital that support creators at scale, urging for a pan-India strategy to foster sustainable growth.
Building on the theme of global appeal, Ektaa R. Kapoor underlined the importance of emotional authenticity in storytelling. “Pain, passion, and hope-these emotions are universal,” she said. According to Kapoor, compelling narratives that reflect real human experiences are more likely to transcend borders. She also spoke about the creative and financial balancing act required in today’s media environment. “Taking risks is necessary, but we also need structured content portfolios that de-risk investments and ensure long-term viability,” she added.
Shalini Govil Pai brought a global technology perspective to the conversation, noting that the most transformative force in entertainment today is globalization. “Technology has broken distribution barriers and allowed local stories to scale globally,” she stated. Govil Pai emphasized that Artificial Intelligence (AI) is revolutionizing content creation by making production more efficient and data-driven. She encouraged Indian creators to “leapfrog” traditional methods and embrace AI-led innovation. “The next wave of success,” she said, “will depend on content discoverability, smart navigation, and using technology to tell stories that resonate globally.”
Adding to the insights, Vikram Tanna spoke about the shift in audience behavior in India’s digital-first environment. “Today’s audience consumes content on-the-go, with shorter attention spans and higher demand for immersive, voice-led, and opinion-driven formats,” he observed. Tanna identified three critical drivers for India’s success in the global content economy: redefining technology, crafting experience-led narratives, and building intellectual properties (IPs) that inspire fan loyalty and long-term engagement. He also highlighted the transformative potential of Generative AI, which, he said, offers new possibilities for personalizing stories, enhancing monetization models, and deepening audience engagement.
Throughout the session, there was a shared understanding that while India’s storytelling heritage gives it a cultural edge, future success will depend on the integration of technology, investment in infrastructure, and the courage to innovate.
The session concluded with a powerful collective vision: India is uniquely positioned to become a global content powerhouse. With a massive pool of creative talent, a thriving digital ecosystem, and growing international interest in Indian narratives, the country has all the ingredients to lead the next phase of global media innovation.
As the world looks for new voices and diverse storytelling formats, Indian creators, platforms, and policymakers have a unique opportunity to shape the global entertainment narrative-driven by authenticity, enabled by technology, and powered by bold ideas.
