New Delhi: Netflix has marked its 10-year journey in India by strengthening its collaboration with the Ministry of Tourism and the Ministry of Culture, unveiling a new initiative aimed at promoting the country’s destinations and cultural heritage through storytelling.
As part of the partnership, the Ministry of Tourism and Netflix India launched “As Seen on Netflix”, a first-of-its-kind section on the Incredible India website that enables audiences to explore the real-life locations, cultural traditions and authentic experiences showcased in Netflix India’s films and series.
The initiative was unveiled during a special event at the National Gallery of Modern Art (NGMA), where Netflix Co-CEO Ted Sarandos joined Union Minister for Culture and Tourism Shri Gajendra Singh Shekhawat for a fireside conversation on the role of authentic storytelling in showcasing India’s cultural diversity, tourism potential and creative economy to global audiences.
The event also featured the premiere of two new videos highlighting India’s wildlife and cultural heritage, further expanding the collaboration between Netflix and the Government of India.
The partnership builds on the Memorandum of Understanding (MoU) signed between the Ministry of Tourism and Netflix India last year. Earlier this year, the Ministry launched two promotional videos at ITB Berlin, which have since been used by Indian Missions worldwide to promote tourism and cultural diplomacy.
Commenting on the collaboration, Gajendra Singh Shekhawat, Hon’ble Minister of Culture and Tourism, said, “India’s stories have always been our greatest cultural ambassadors. As technology brings the world closer together, our collaboration with Netflix creates an extraordinary opportunity to take India to the world and bring the world to India. Through powerful storytelling, we can showcase the richness of India’s culture, heritage, destinations and wildlife, inspiring global audiences to experience Incredible India firsthand. Together, we are strengthening India’s creative ecosystem while reinforcing our position as a leading cultural and tourism destination.”
Ted Sarandos, Co-CEO, Netflix, said, “There isn’t one India, there are many Indias. Over the past ten years, we’ve seen how stories rooted in different parts of the country can connect with audiences around the world. When people discover a place or culture through a story, it can inspire them to experience it for themselves. We’re pleased to continue working with the Ministry of Culture and Tourism to help more of India’s stories and destinations reach global audiences.”
Over the past decade, Netflix has collaborated with Indian creators, production partners and communities to bring stories from across the country to international audiences. Productions such as The Elephant Whisperers, Amar Singh Chamkila, Heeramandi: The Diamond Bazaar, Musafir Café and Made in Korea have showcased India’s diverse landscapes, traditions, music, wildlife and cultural heritage, positioning storytelling as a powerful driver of tourism and cultural engagement.
The latest initiative reinforces Netflix’s commitment to promoting India through authentic local narratives while supporting the country’s creative economy and encouraging global audiences to discover the destinations featured in its films and series.
