Emergence of Indian Film Industry in the International Markets: Facilitators and Impeders

Emergence of Indian Film Industry in the International Markets: Facilitators and Impeders

Selvalakshmi M. (Thiagarajar School of Management, India), Hema Verma (MJP Rohilkhand University, India) and Neeta Jain (Mody University of Science and Technology, India)
Copyright: © 2020 |Pages: 13
DOI: 10.4018/IJABIM.2020070103

Abstract

The Indian film industry serves as the second movie capital of the world next to only Hollywood, supporting the livelihood of over 60 lakh people. Madame Tussauds museum in London, which has the wax statues of celebrities from across the world, has included as much as 9 Indian Bollywood stars since 2000, which indicates the growing acceptance of Indian movie stars in the International level. Yet, Indian cinema which has been positioned in the international market merely as a commodity for a long time, has started emerging out into a unique product with clear identity and packaging, gaining international crossover appeal. There is a definite improvement in the interest of foreign investors on the Indian film companies. The article aims at exploring the factors which contribute to the recent developments of Indian film Industry leading to the improvement in its International appeal and attempts to identify the disorders which plague its establishment in International market and develop a conceptual framework, which would provide ample inputs to the various stakeholders of the industry.

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