WAVES of Change: PM Pitches Culture as Next Big Export

By Pickle May 2, 2025

PM Narendra Modi calls for a ‘Create in India, Create for the World’ Movement

On a day of cultural pride and regional celebration—Maharashtra Day and Gujarat Foundation Day—Prime Minister Narendra Modi delivered a visionary address at the inaugural World Audio Visual and Entertainment Summit (WAVES) in Mumbai, paving the way for India to emerge as a global powerhouse in the creative and cultural industries.

The Prime Minister called the WAVES platform, which brought together artists, inventors, and politicians from over 100 countries, as a “wave of culture, creativity, and universal connectivity.” He stated that the summit would help set the groundwork for a global ecosystem in which storytellers, musicians, animators, game developers, and filmmakers can interact, innovate, and be inspired.

“This is the time, the right time—to Create in India, and Create for the World,” the Prime Minister proclaimed, encouraging innovators from India’s many regions to share their distinct perspectives with global audiences.

India’s Soft Power in Full Display

Coinciding with the birth anniversary of Dadasaheb Phalke, the father of Indian cinema, the Prime Minister traced India’s creative journey from Raja Harishchandra to RRR, from Raj Kapoor’s global stardom to Satyajit Ray’s cinematic legacy, emphasising the impact Indian culture has had across generations and geographies.

“Indian cinema has taken India to every corner of the world,” he remarked, citing his own Gandhi@150 campaign, in which performers from 150 nations sang Vaishnav Jan To, demonstrating the unifying power of art and song.

Orange Economy: India’s Next Growth Engine

Modi emphasised that India is at a watershed moment, citing the creation of the Orange Economy, which is powered by content, culture, and creativity. With OTT platforms rising tenfold, Indian films now being released in over 100 countries, and the worldwide animation market expected to treble from $430 billion to $1 trillion over the next decade, India’s creative economy is poised for exponential expansion.

He pushed young creators from Guwahati to Kochi, Bengaluru to Punjab, to become the new economic force driving India ahead.

“Even though the screen is getting micro, the message is becoming mega,” he stated, emphasising the transformative power of digital information and narrative.

Global Vision, Local Roots

Modi described WAVES as a “People’s Platform” similar to the transformation seen in the People’s Padma Awards, and stated that the summit must highlight hidden brilliance from India’s six lakh villages to its urban centres. “Every street has a story, and every river hums something,” he remarked, citing India’s oral and musical traditions as sources for global content.

The WAVES Bazaar, the newly created India Pavilion, and the Creators Challenge, which drew over 1 lakh participants from 60 nations, were lauded as groundbreaking moves towards connecting creators with markets and possibilities.

Culture as a Global Connector

In a room full of ministers, ambassadors, and cultural leaders from around the world, Modi emphasised India’s historical openness—its acceptance of Parsis, Jews, and other communities—as a foundation for cross-cultural storytelling. He asked worldwide creators to work with Indian talent, assuring them that their own experiences will be reflected in India’s storylines.

“When you get to know India, you will feel—this happens in my country too,” he remarked, emphasising the universality of emotions and human experience.

Looking Ahead: The Promise of Waves

The Prime Minister closed by announcing the future WAVES Awards, which are envisioned as one of the most distinguished accolades in worldwide art and creativity. He urged the industry to maintain its collaborative attitude, saying:

“Together, we can win the hearts of the world. There are many more lovely waves to come.

As India prepares to become the world’s third largest economy, it is also cultivating a creative revolution. With WAVES, a new cultural diplomacy is emerging—one that promotes India not only as a consumer of global culture, but also as a lively, innovative creator.