Mumbai: Citara, the cinema-led entertainment company co-founded by filmmaker Tutu Sharma and entrepreneur Rahul Nehra, has announced its expansion into Gujarat with confirmed locations in Jamnagar and Rajkot. The move marks Citara’s entry into the state as part of its broader national growth strategy focused on India’s Tier II, III, and IV cities.
Positioned as a cinema-themed entertainment destination, Citara operates small-capacity, technology-enabled theatres that aim to deliver a multiplex-like experience at accessible pricing. The format blends premium cinema with lifestyle and entertainment elements, positioning Citara as a community-centric hub designed to bridge the entertainment access gap in smaller and emerging markets.
The upcoming Gujarat venues will introduce a converged entertainment model, bringing together multiple content formats under one roof. Programming is set to include first-day-first-show movie screenings, stand-up comedy, short-form and digital-first content, children’s films, curated classic cinema, musical performances, and creator-led formats such as reels. The approach is designed to cater to diverse audience preferences while offering a platform for emerging and local talent.
According to the company, the expansion into Gujarat aligns with growing consumer demand for experiential and community-driven entertainment beyond traditional cinema halls. Citara positions its spaces as venues where films, live performances, and creator content coexist, supported by modern infrastructure and technology-enabled presentation.
Commenting on the development, co-founder Tutu Sharma said Gujarat represents a key market with strong audience engagement across films, comedy, and live entertainment. Rahul Nehra, managing director, added that Jamnagar and Rajkot were chosen for their vibrant cultural ecosystems and potential to support scalable entertainment formats.
Citara stated that the Gujarat launch is part of its wider plan to build a strong regional footprint across India. The company expects the new locations to contribute to local creative ecosystems while giving audiences access to a wide spectrum of entertainment formats within a single destination.
