Netflix Marks 10 Years in India, Deepens Partnership with Ministry of Tourism and Culture

As Netflix marks ten years in India, the Ministry of Culture and the Ministry of Tourism and Netflix India came together for a special evening celebrating how storytelling brings India’s rich cultural heritage, diverse destinations and lived experiences to audiences around the world. As part of our ongoing partnership, the Ministry of Tourism and Netflix today launched "As Seen on Netflix", a first-of-its-kind section on the Incredible India website aimed at helping audiences discover the real locations, cultural traditions and authentic experiences featured in Netflix India's films and series.

Netflix Co-CEO Ted Sarandos joined Hon’ble Minister for Culture and Tourism Shri Gajendra Singh Shekhawat for a fireside conversation at the National Gallery of Modern Art (NGMA) on how authentic storytelling can inspire audiences to discover the cultures and places featured in these stories, while supporting India’s creative economy. Both reaffirmed their commitment to enabling more stories rooted in India’s diverse cultures, landscapes and traditions to reach audiences worldwide. The event also marked the premiere of two new videos celebrating India's wildlife and cultural heritage, expanding the partnership's efforts to showcase India’s multicultural facets. 

Following an MoU signed by the Ministry of Tourism and Netflix India last year, the Hon'ble Minister launched two videos at ITB Berlin, which Indian Missions have since used to promote India's tourism and cultural diplomacy. The collaboration reflects the Government of India's commitment to creating an enabling environment for storytelling by supporting productions across the country and showcasing India's cultural richness through entertainment.

Hon'ble Minister of Culture and Tourism Shri Gajendra Singh Shekhawat said, "India's stories have always been our greatest cultural ambassadors. As technology brings the world closer together, our collaboration with Netflix creates an extraordinary opportunity to take India to the world and bring the world to India. Through powerful storytelling, we can showcase the richness of India's culture, heritage, destinations and wildlife, inspiring global audiences to experience Incredible India firsthand. Together, we are strengthening India's creative ecosystem while reinforcing our position as a leading cultural and tourism destination."

Netflix Co-CEO Ted Sarandos said, “There isn’t one India, there are many Indias. Over the past ten years, we’ve seen how stories rooted in different parts of the country can connect with audiences around the world. When people discover a place or culture through a story, it can inspire them to experience it for themselves. We’re pleased to continue working with the Ministry of Culture and Tourism to help more of India’s stories and destinations reach global audiences.”

Over the past decade, Netflix has brought stories from across India to international audiences while working with local creators, production partners and communities across the country. From the bond between humans and wildlife in The Elephant Whisperers and the music of Amar Singh Chamkila, to the visual opulence of Heeramandi: The Diamond Bazaar, the evocative mountains of Musafir Café and the cross-cultural immersion of Made in Korea, Netflix’s films and series illustrate how India’s many cultures, traditions and destinations become an integral part of the stories themselves.