Netflix can take India’s stories and soft power to global audiences: Culture Minister Gajendra Singh Shekhawat

 
Minister of Tourism and Culture Gajendra Singh Shekhawat today said that cinema is more than entertainment; it is a bridge to culture, heritage and tourism. He said this during a fireside chat with Netflix Co-CEO Ted Sarandos in New Delhi. Mr Shekhawat highlighted that every Indian story has the potential to inspire someone, somewhere in the world, to experience India. The Minister said that India’s ancient civilisation and cultural diversity are its greatest strengths, and platforms like Netflix can play a key role in taking India’s stories and soft power to global audiences. He noted that the ministry’s partnership with Netflix, including the As Seen on Netflix integration on the Incredible India portal, reflects the shared vision of showcasing India’s rich cultural diversity and strengthening its global soft power through authentic storytelling. Mr Shekhawat also stressed that the Centre is working with all stakeholders to provide tourists with a seamless travel experience across the country.
 
On the sidelines of the fireside chat, talking to Akashvani News, Mr  Shekhawat said that the Ministry’s partnerships with platforms such as Netflix, YouTube, Google, and airline companies including IndiGo and Air India are based on non-commercial and mutually beneficial agreements, without financial payments by the government to these companies.
 
He said that these collaborations will promote India’s tourism globally by showcasing the country’s destinations and cultural diversity. The Minister highlighted that visual storytelling plays a crucial role in influencing travellers’ decisions.