Netflix expands India operations through tourism and creator initiatives

To mark its tenth anniversary in India, Netflix is expanding its partnerships with the Indian government to bolster the country's creative economy and tourism. In collaboration with the Ministry of Culture and the Ministry of Tourism, the company launched “As Seen on Netflix,” a new section on the Incredible India website designed to showcase real-world locations and cultural traditions featured in Netflix productions.

Additionally, Netflix has unveiled the Netflix India Storytelling Initiative. Partnering with the National Film Development Corporation (NFDC) and the Indian Institute of Creative Technologies (IICT), the program aims to train creators in animation, visual effects, gaming, comics, and accessibility services like audio description.

Netflix Co-CEO Ted Sarandos emphasized India's importance to the company's global growth and noted the integration of artificial intelligence in production workflows, including pre-visualization and post-production. Minister for Culture and Tourism Gajendra Singh Shekhawat highlighted the role of storytelling in acting as a cultural ambassador for India.