Netflix launches India storytelling initiative, partners IICT, NFDC for creator skilling
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Netflix on Wednesday launched the Netflix India Storytelling Initiative, a multi-phase programme aimed at developing creative talent in India through partnerships with government-backed institutions, as the streaming giant deepens its investment in the country's entertainment ecosystem.
The announcement comes as Netflix marks a decade of operations in India and follows a meeting between Netflix co-chief executive officer Ted Sarandos and Prime Minister Narendra Modi, where the two discussed the growing global appeal of Indian stories and the company's long-term commitment to India's creative economy.
At a separate event in New Delhi, Union Tourism and Culture Minister Gajendra Singh Shekhawat also launched the 'As Seen on Netflix' section on the Incredible India portal. Developed in collaboration with Netflix India, the initiative allows viewers to explore real-life locations, cultural traditions and experiences featured in Netflix's Indian films and series, with the aim of promoting cultural tourism.
Focus on creative talent
As part of the first phase of the storytelling initiative, Netflix has partnered with the Indian Institute of Creative Technologies (IICT) to jointly develop courses in visual effects and media technology workflows. The company will also provide 100 scholarships to students enrolled in programmes covering interactive comics, character animation, gaming management, virtual art department content creation and other emerging creative disciplines.
Netflix has also signed a partnership with the National Film Development Corporation (NFDC) to train audio description writers and voice artists, with the aim of making Indian films and series more accessible to audiences with visual and hearing impairments. The programme will be aligned with international accessibility standards while retaining the nuances of Indian storytelling, the company said.
The streaming platform said the initiative seeks to strengthen India's talent pipeline across the animation, visual effects, gaming and comics (AVGC) sector through collaborations with educational institutions and industry bodies, supporting the government's broader vision of building a future-ready creative workforce.
"India has always been one of the world's greatest storytelling nations. As we begin our next decade here, we believe our greatest investment is in the people who will tell India's next generation of stories," Sarandos said.
Tourism and cultural push
Launching the 'As Seen on Netflix' section on the Incredible India portal, Shekhawat said storytelling has emerged as a powerful tool to showcase India's cultural heritage and tourism potential to global audiences.
He said India's creative economy is becoming an important driver of growth by generating employment while preserving the country's cultural identity, adding that partnerships that empower Indian talent and authentically showcase India's diversity align with the government's vision for the sector.
Sarandos said stories rooted in different parts of India have resonated with audiences worldwide over the past decade and inspired viewers to experience the country's destinations and cultures firsthand. He said Netflix would continue working with the Ministries of Culture and Tourism to take more Indian stories and destinations to global audiences.
A decade in India
Netflix said it has produced more than 200 original titles and filmed across over 100 locations in India since entering the market more than a decade ago. The company plans to expand investments in talent development, production capabilities and industry partnerships as it enters its second decade in the country.
The latest initiatives come as the government sharpens its focus on the AVGC sector and creative economy, positioning storytelling as a strategic tool to promote India's cultural heritage, generate employment and strengthen the country's global presence in digital content and entertainment.