Netflix has entered into a new creative partnership with Ekta Kapoor’s Balaji Telefilms in India, further enhancing its content offering in the world’s most populous country. The collaboration, unveiled Saturday in Mumbai, will focus on producing a range of high-quality entertainment, including films, series, and other digital content, designed to appeal to the diversity of India’s audiences, the partners say.
Kapoor, a Bollywood scion and International Emmy Award-winning producer known for her extensive work in Hindi television and film, has been a prominent figure in Indian entertainment for over two decades.
Monika Shergill, Netflix’s vp of content in India, hailed Kapoor’s impact on the Indian industry, noting her “deep understanding of the audience’s pulse.” Shergill emphasized that this partnership is aligned with Netflix’s broader strategy of delivering content that resonates with the varied tastes of its Indian subscribers.
Kapoor, speaking on the collaboration, highlighted the opportunity to bring “powerful, culturally rooted, and emotionally resonant stories to a global audience,” citing Netflix’s unparalleled global reach.
She added: “The beginning of this new collaboration marks an exciting new chapter where we continue to push creative boundaries and deliver content that entertains, inspires, and connects people everywhere.”
The deal builds on an existing history of collaboration between Netflix and Balaji Telefilms, which has produced several successful titles together, including Kathal, Pagglait, and Dolly Kitty Aur Woh Chamakte Sitare. The new partnership will eventually deliver a fresh slate of content, with an untitled series currently in advanced stages of development. The collaboration will involve Balaji’s two main divisions, Balaji Motion Pictures and Balaji Telefilms Digital. The partners didn’t disclose financials or further terms of the pact.
Netflix views India as an important long-term growth market and continues to invest heavily there, although it has tempered its ambitions for the country significantly since Reed Hastings’ wildly bullish projections during the streamer’s early rapid-expansion era. With this partnership, the company continues to strengthen its position in India, where competition in the streaming space remains fierce. Netflix now emphasizes a more measured approach, having adapted to the challenges of the landscape’s competition and diverse, price-sensitive audience.