HIVEWIRE #6: Unveiling India's Evolving Entertainment Landscape: Beyond Bollywood and Into Cultural Diversity

India can no longer be considered one large market; here is why

By: Srishti Das;

Contributor: Ray Ahmed; Editor: Mayuyuka Kaunda

When people think of India, they think of Bollywood and its role in entertainment in the country and different parts of the world, even more so with on-demand streaming where people worldwide can quickly access Bollywood. However, as we find ourselves moving deeper into a post-Bollywood phase in the music industry in India, it is essential to remember the cultural and linguistic diversity of a country like India, which is home to nearly 1.5 billion residents and ever more in the diaspora. Each of the twenty-eight states in India represents different cultures, languages and behaviours to the extent that local companies find the need to further localise products in the market for growth. The same applies to the music industry and even more so to players outside India trying to find growth opportunities.

The inception of Bollywood in the 1900s was not merely the birth of the film industry; it was the emergence of a cultural powerhouse that intricately showcased India through a social and cultural lens. This phenomenon reflected the social and cultural themes of the time in profound and multifaceted ways. However, the only thing constant in the world is change, so let's look into Bollywood through the ages to learn more about the current entertainment landscape of India.

Importance of Bollywood post-Colonialism

1947 marked a watershed moment in India's history as the nation gained independence from British colonial rule. Bollywood evolved as a reflection of the collective consciousness and transformed its own. Films then grappled with the challenges and aspirations of a newly independent nation. Themes of nation-building, poverty, corruption, and social justice took centre stage, serving as mirrors to society's struggles and aspirations.