India’s AVGC-XR Industry Poised for Global Dominance

By Pickle April 3, 2025

India’s AVGC-XR industry is poised to take the lead in the global creative economy, supported by policy initiatives, innovation, and a vision aimed at transforming storytelling and technology says Sanjay Jaju, Secretary of the Ministry of Information & Broadcasting, Government of India

India’s animation, visual effects, gaming, and extended reality (AVGC-XR) industry stands at the threshold of a transformative era, according to Sanjay Jaju, Secretary of the Ministry of Information & Broadcasting. Speaking at GAFX 2025 in Bengaluru, Sanjay Jaju emphasized the sector’s potential in driving economic growth, fostering global cultural exchanges, and positioning India as a leader in the global media and entertainment landscape.

“Waves World”: India’s Global Media and Entertainment Summit

Sanjay Jaju announced the launch of “Waves World,” a global media and entertainment summit scheduled for May 1 to May 4 in Mumbai. This significant event will unite stakeholders from diverse entertainment sectors, including television, film, gaming, social media, generative AI, and live events. The summit, featuring prominent industry leaders and policymakers, seeks to foster collaborations and create business opportunities.

He elaborated on the philosophy behind Waves World, emphasising that its core mission extends beyond economic growth to include the pursuit of inner harmony and cultural exchange. The summit will integrate music, storytelling, and digital media to serve as a platform for fostering innovation and unity across borders. An advisory board comprising executives from Netflix, Amazon, and Sony has played a crucial role in shaping the event’s vision, ensuring it aligns with the industry’s evolving needs.

Create in India Challenge: Highlighting India’s Creative Talent

The government has initiated the “Create in India” challenge as part of a larger effort to strengthen India’s creative economy. This initiative encourages content creators from various fields—such as animation, gaming, filmmaking, and music—to present their talents. The challenge has garnered remarkable participation, serving as a testament to India’s creative potential, with thousands of entries submitted. Finalists will have the chance to showcase their work at Waves World, highlighting India’s capacity to generate world-class creative content.

India’s Soft Power and the Orange Economy

Sanjay Jaju emphasised India’s rich historical legacy of storytelling, which is deeply intertwined with cultural milestones like the Indus Valley Civilisation, Sama Veda, Mahabharata, and Ramayana. He stated that this rich heritage offers a strong foundation for the country’s aspirations in the AVGC-XR industry. As India is set to emerge as the world’s third-largest economy, harnessing its creative industries will be essential for driving further economic growth.

Prime Minister Narendra Modi’s focus on the “orange economy” in his Independence Day address highlights the government’s dedication to fostering a world-class media and entertainment industry. The Ministry of Information and Broadcasting is playing a crucial role in ensuring that Indian content creators and animators gain a global platform, allowing the country’s narratives to reach international audiences while reinforcing India’s message of peace and harmony.

Indian Institute of Creative Technology (IICT): Addressing Skill Shortages

In response to the necessity for a strong educational framework to bolster the AVGC-XR industry, Sanjay Jaju has announced the creation of the Indian Institute of Creative Technology (IICT). Positioned as a leading institution similar to IITs and IIMs, IICT will focus on the creative sector, providing advanced education and research opportunities.

IICT seeks to bridge skill gaps through partnerships with international universities, the establishment of industry-focused incubation centres, and the implementation of AI-enhanced curricula. The institute intends to implement a hub-and-spoke model to create centres of excellence in various states, thereby guaranteeing access to high-quality education in media and entertainment technology. The initiative will facilitate collaborations with prominent global companies, including Deloitte, Nvidia, Autodesk, Adobe, and Foundry, thereby enhancing India’s technological capabilities in content creation.

Support for Policy and Institutions in the AVGC-XR Ecosystem

Sanjay Jaju highlighted the importance of establishing policies to ensure long-term growth in the industry. The government is currently engaged in developing policy frameworks aimed at offering financial incentives, advancing infrastructure development, and enhancing skill programs. India aims to enhance its share in the global media and entertainment industry from the current 2% to a more competitive 4-10% by fostering an ecosystem that supports startups and innovation.

One of the main goals is to decentralise media and entertainment production beyond metropolitan areas, allowing smaller creative hubs to develop. Bengaluru, known as India’s startup capital, is being urged to engage in initiatives such as Wavex, an accelerator program aimed at nurturing next-generation media and entertainment enterprises.

The Future of India’s AVGC-XR Industry

Sanjay Jaju expressed optimism about India’s future in the AVGC-XR sector.

India is poised to become a global leader in media and entertainment, thanks to its advanced infrastructure, government support, and collaboration within the industry. The forthcoming Waves World Summit, the growth of IICT, and the ongoing emphasis on indigenous content creation through initiatives such as Create in India illustrate a strategic plan aimed at realising this vision.

As India advances in merging technology with creative storytelling, the country is poised to become a hub for media innovation, serving not just the Global South but the entire world. According to Sanjay Jaju, the upcoming decade will see India take centre stage in the media and entertainment industry, propelled by its dedication to nurturing talent, investing in advanced technology, and crafting engaging narratives that connect with audiences globally.