New Delhi, india: The Ministry of Culture and the Ministry of Tourism have joined hands with Netflix to promote India’s cultural heritage and tourism destinations through storytelling, introducing a dedicated “As Seen on Netflix” section on the Incredible India portal.
The initiative was launched by Union Minister for Culture and Tourism Gajendra Singh Shekhawat as part of an ongoing collaboration between the Ministry of Tourism and Netflix. The new digital feature aims to guide audiences to destinations, traditions and experiences depicted in Netflix India films and series, linking entertainment content with travel and cultural discovery.
The launch coincided with a special event held at the National Gallery of Modern Art (NGMA) in New Delhi to mark ten years of Netflix in India. The event featured a discussion between Gajendra Singh Shekhawat and Netflix Co-Chief Executive Officer Ted Sarandos on the role of storytelling in promoting cultural heritage, tourism and the creative economy.
Speaking at the event, Shekhawat said India’s stories, traditions and cultural expressions have reached audiences around the world for centuries and that technology now offers new ways to bring them to global viewers. He noted that the creative economy is emerging as an important source of growth, supporting livelihoods while preserving cultural identity. The Minister also emphasised that India’s monuments, festivals, languages and folk traditions represent valuable cultural assets with international appeal.
Ted Sarandos said India is home to a wide range of stories and traditions, many of which have resonated with audiences globally over the past decade. He noted that narratives rooted in different regions of the country have inspired viewers to explore India’s destinations and cultures, and reaffirmed Netflix’s commitment to continuing its collaboration with the Ministries of Culture and Tourism.
According to the government, the partnership aligns with efforts to use storytelling as a means of preserving and promoting India’s heritage while encouraging tourism and supporting the creative economy.
Over the past decade, Netflix has worked with creators across India to bring stories inspired by the country’s landscapes, communities and traditions to international audiences. The new initiative seeks to build on that connection by helping viewers discover the places and cultural experiences seen on screen.
Source: This article is based on an official press release issued by the Press Information Bureau, Ministry of Culture, Government of india
Press Release Page | Press Information Bureau
