Serving Up IP: Rajiv Chilaka’s Next Big Move

By Pickle October 11, 2025

INTERVIEW WITH RAJIV CHILAKA, CEO OF GREEN GOLD ANIMATION

The Chhota Bheem Café goes beyond brand extension, merging nostalgia, family fun, and food into a fresh experience. CEO Rajiv Chilaka’s vision reflects India’s creative ambition—reimagining how content and consumer engagement connect on a global stage, with Indian storytelling ready to make its mark worldwide.

Few names are as synonymous with Indian animation as Rajiv Chilaka, the visionary founder and CEO of Green Gold Animation. Over nearly two decades, Chilaka has transformed a simple idea into a cultural phenomenon, bringing homegrown characters like Chhota Bheem into millions of households and establishing Green Gold as a powerhouse in original children’s content. But as the media landscape rapidly evolves—with new technologies, changing audience tastes, and shifting business models—Chilaka is steering his studio into uncharted territory.

In this exclusive conversation with Pickle for our MIPCOM edition, Rajiv Chilaka opens up about Green Gold’s ambitious new directions, including bold forays into teen and family animation, live-action, and experiential spaces such as the recently announced Chhota Bheem Cafés. Reflecting the very spirit of MIPCOM—where global leaders gather to set new benchmarks for content and audience engagement—Chilaka’s strategy showcases how Indian IP can innovate, collaborate, and create memorable experiences both on and beyond the screen.

In a marketplace where brand engagement is increasingly about emotional connection and memorable moments, the café model stands as a creative blueprint for Indian IP owners eyeing new revenue streams and deeper audience loyalty. If successful, it could inspire a wave of similar cross-industry collaborations, turning fictional worlds into everyday destinations. As Indian consumers seek out unique experiences and as the lines between entertainment, retail, and hospitality blur, initiatives like the Chhota Bheem Café might just signal the next big chapter for homegrown animation brands—and for how we all experience our favorite stories.

The Green Gold CEO discusses the opportunities and challenges of building enduring brands in the era of AI and OTT, shares candid insights about the future of Indian IP, and reveals why now is the time to think bigger than ever before.

Green Gold Animation has been synonymous with kids’ entertainment in India for nearly two decades. As you look to the next decade, how do you see the company evolving?

Rajiv Chilaka: So far, our focus has been almost entirely on animation for kids—mostly preschool content and shows for the 4-to-8 or 4-to-12 age group. Sometimes, we’ve stretched to an 8-to-13 audience, but never really beyond that. Now, as we look ahead, our big shift is towards teen content. We’re planning a lot of animation targeting that 13-to-19, even up to 22, age bracket—much like how anime caters to teens and young adults. While anime is traditionally 2D, we’ll explore both 2D and 3D formats, and the aim is to create content that appeals not just in India, but also internationally.

That’s a significant shift. What prompted this decision to expand your horizons?

Rajiv Chilaka: The landscape is changing. We’ve built a strong foundation for Indian animation—studios, directors, writers, the whole ecosystem. Theatrical animated films are finally gaining traction here, not just for kids but with wider audiences, as seen in China, Indonesia, Malaysia, and even India recently. With the success of films like “Narasimha,” the door has really opened. When the right content is shown, people will come, regardless of the medium. We feel the industry is ready to go beyond its traditional boundaries, and we want to lead that charge.

RAJIV CHILAKA
THE IP MASTERMIND

“To own is to endure. Success doesn’t come overnight—you need to play the long game.”

Rajiv Chilaka is the founder and CEO of Green Gold Animation, the studio behind India’s most beloved homegrown characters, including Chhota Bheem and Mighty Little Bheem.
Widely recognized as India’s most successful original IP creator, Chilaka transformed a modest idea into a billion-rupee empire, making Indian animation a global force.
Inspired by Walt Disney, Chilaka launched Green Gold in 2001, at a time when Indian animation was dominated by outsourcing and lacked original content.
He dared to dream differently—crafting Indian stories with universal appeal. His breakout hit, Chhota Bheem, debuted in 2008 and quickly became a household name, now boasting hundreds of episodes, movies, and a business footprint spanning merchandise, apps, and even cafés.
Chilaka’s vision didn’t stop at Indian borders. Mighty Little Bheem, a nonverbal Netflix original, became a global preschool phenomenon, streaming in 190 countries and proving Indian stories can win hearts worldwide.
His unwavering belief in owning and nurturing intellectual property has kept Green Gold at the forefront, collaborating with giants like Disney, Netflix, and Warner Bros.
Beyond animation, Chilaka is the co-founder of TVAGA & IndiaJoy, and president of TVAGA, continually pushing for innovation and industry growth.

Apart from animation, are there other areas Green Gold is exploring?

Rajiv Chilaka: Absolutely. We’re diversifying into visual effects and live-action as well. We’re also in the market to raise funds, as we want to accelerate our growth over the next five years—maybe even look at an IPO. This diversification not only strengthens us as a company but also prepares us for the changes ahead in the industry.

What kind of changes do you foresee, especially with the rise of AI in animation?

Rajiv Chilaka: AI is already starting to impact our field, and its influence will only grow. Today, maybe 10–15% of animation production leverages AI, but as the technology evolves, that could shoot up to 80%. If that happens, networks may not need large studios like ours anymore. They could have a handful of people and an AI-powered system to generate content from scripts. The traditional studio model will need to adapt accordingly. Our response is to focus on monetizing our content directly—through theatrical films, licensing, merchandising, and by building evergreen brands.

How important is IP (intellectual property) ownership in this new era?

Rajiv Chilaka: It’s crucial. If you own an IP, you need to activate it. Just owning it but doing nothing doesn’t help. You have to work on licensing, merchandising, and creating ancillary revenue streams—like we’ve done with Chhota Bheem. If you don’t keep your brand active and relevant, it won’t survive the test of time. In India, a lot of animated IPs have come and gone. The ones that last—like Bheem or Motu Patlu—are those that have stayed relevant for over seven years. That’s when you know you’ve built a brand.

“We’re going beyond kids’ content,” says Rajiv Chilaka. “Our next chapter is about animation for teens and young adults, exploring both 2D and 3D formats to appeal not just in India, but internationally. The industry is ready, and we want to lead that charge.”

Are there global examples you look up to in terms of brand longevity?

Rajiv Chilaka: Absolutely. Look at Hello Kitty or Mickey Mouse. Hello Kitty earned $4 billion last year, and Mickey Mouse wasn’t far behind. There’s no new Mickey Mouse movie or TV show topping the charts, but it’s an instantly recognizable brand worldwide. That’s the kind of legacy we want for Bheem and our other properties. Over 17 years, Bheem has become a household name across India and even parts of Asia. That’s the kind of enduring relevance we aim for.

You’ve recently announced the launch of Chhota Bheem Cafés. Tell us about that initiative.

Rajiv Chilaka: We see cafés as a great way to expand the brand’s footprint. Our short-term plan is to open two pilot cafés in Hyderabad—we chose Hyderabad because we have our roots here, and our F&B partner, ABG Group, is based here too. The idea is to roll out 50 cafés every year, eventually operating on a franchise model to ensure rapid expansion. Cafés offer more than merchandise stores ever could—they create an experience around our characters and bring families closer to the brand. Down the line, we’d love to build experience centers and, eventually, even theme parks.

Do you see a growing demand for such experiential entertainment in India?

Rajiv Chilaka: Definitely. Today, families face traffic and time constraints; most outings are to malls, restaurants, or movie theaters, which don’t always offer real value for kids. Entertainment zones with physical and mental engagement—where kids can learn and play—are the need of the hour. That’s where our concept fits in, and the timing feels right.

“AI in animation is already here—and it’s only going to grow,” Chilaka notes. “We have to adapt by building evergreen brands and diversifying revenue streams, because the studio model will change as technology advances. Monetizing content directly is the way forward.”

The industry is facing economic headwinds. How do you motivate your team and yourself as a leader during tough times?

Rajiv Chilaka: There’s a bit of panic in the market globally—things have slowed down everywhere. But I believe that, just as India has taken leadership in other industries, we should aim to do the same in animation. The key is to produce content for global audiences, not just Indian ones. Collaboration will be crucial. Just look at Japanese anime—they succeeded because they expanded beyond the kids’ market and created franchises that resonate with all ages. A 14-year-old who loves a film can share that excitement with the world in a way a 4-year-old cannot. We must keep that in mind and make universally appealing stories.

“Narasimha” attracted a broad demographic. Tell us about that experience.

Rajiv Chilaka: The success of “Narasimha” was a revelation. When I finally saw it in theaters, it was a late-night show, mostly adults—ages 25 to 40, even grandparents. Only two or three kids in the audience! It proved that if you give audiences great content, they’ll come, regardless of the medium. The same is true for South Indian films that have found pan-India success—it all comes down to the quality of the story.

Given the challenges with TV and OTT platforms, how are you thinking about distribution?

Rajiv Chilaka: TV is fading in developed markets and even in India, its days may be numbered. TV channels are struggling, OTTs focus on content that draws paying subscribers, and kids can’t pay. That’s why we’re pivoting to teen and young adult content. It’s about staying relevant as consumption habits shift.

“IP ownership is only the beginning,” emphasizes Chilaka. “You have to keep your brand active, relevant, and everywhere—licensing, merchandising, and new experiences. That’s how Chhota Bheem has survived and thrived, just like global icons Mickey Mouse and Hello Kitty.”

Do you think the adult audience for animation in India exists because they grew up watching it?

Rajiv Chilaka: That’s part of it, but not the whole story. Audiences now want variety. They’re tired of the same actors, the same tropes, and are looking for fresh stories and new perspectives. That’s why films with unique stories or deep-rooted cultural connections—like “Kantara”—resonate. The pandemic also made people value family and culture more. Indian philosophy and values are being celebrated, and there’s a global appetite for authentic stories.

How critical is it to keep evolving stories—even for established brands like Bheem?

Rajiv Chilaka: Familiarity helps, but it’s not enough. The content has to evolve with the audience. If the story doesn’t connect or excite, people will drift away. That’s why we keep reinventing Bheem, creating new seasons and formats, and are in talks with Netflix for fresh content. It’s about staying relevant and meeting the audience where they are.

What’s your vision for the Indian animation industry in the coming years?

Rajiv Chilaka: I think the next few years are pivotal. India needs to scale its screen infrastructure, create content that can stand alongside the world’s best, and focus on quality over quantity. If we make more world-class films, the infrastructure will catch up naturally. My hope is that we continue to experiment, collaborate, and tell stories that matter—both for India and for global audiences.

“Chhota Bheem Cafés are about creating memorable experiences,” Chilaka explains. “It’s more than merchandise—it’s about bringing families together and making our characters part of daily life. If successful, this model could inspire a new wave of experiential entertainment for Indian brands.”

How important are global industry events like MIPCOM for Green Gold Animation’s strategy and staying ahead of market trends?

Rajiv Chilaka: Events like MIPCOM are absolutely vital for us. They serve as a barometer for the industry’s mood and direction. Last year, for instance, at MIPCOM, it was clear that the market was bracing for a slowdown—people were telling us to check back in several months, rather than immediately. That kind of feedback helps us anticipate market trends and plan accordingly. These events are also a fantastic platform for networking, forming new partnerships, and understanding what global buyers and audiences are seeking. Especially in tough times, only the most resilient companies thrive, and these markets become crucial for forging alliances and discovering fresh opportunities. For us, being present at MIPCOM and similar events keeps us both grounded and inspired about where the industry is heading.

Rajiv, thank you for your time and insights. It’s been a pleasure talking to you.

Rajiv Chilaka: Thank you. I look forward to seeing how the industry grows and evolves—and to playing our part in that journey.