Mumbai: The inflight entertainment (IFE) sector in India is witnessing remarkable growth, fuelled by the country’s booming aviation market and the rising demand for high-quality, personalized content. At the forefront of this transformation is Shemaroo Contentino, a subsidiary of Shemaroo Entertainment, which has completed 10 years as a pioneering force in premium Indian content distribution for airlines.
When Shemaroo Contentino entered the inflight distribution business, the segment was largely overlooked and lacked transparency. The company introduced a long-term strategic model aimed at ensuring visibility for content owners while creating meaningful revenue opportunities. Over the years, this vision has fostered strong collaborations across content owners, airlines, and content service providers, cementing Shemaroo Contentino’s position as the leader in the space.
Today, the company commands a dominant 90% share of premium Indian content in IFE, curating a library of more than 3,000 movies, 25,000 TV episodes, and 1,500 music tracks across 15+ languages. From supplying a handful of airlines in its early days, Shemaroo Contentino now partners with over 100 carriers globally, including Emirates, Air India, Etihad, Singapore Airlines, Qatar Airways, Qantas, Delta Airlines, United, ANA, Saudia Airlines, Air New Zealand, Riyadh Air, and Virgin Atlantic, among others.
Its growth has been fuelled by deep collaborations with 125+ content partners, ranging from Bollywood giants like YRF, Dharma Productions, Applause Entertainment, Maddock, Jio Studios, Z Studios, and JioStar, to regional powerhouses such as SVF, Whitehill Studios, A P International, Homescreen, and Mango Movies. By leveraging consumer insights, Shemaroo Contentino has driven adoption of Tamil, Malayalam, Telugu, and other regional content, while also pioneering the integration of OTT shows into inflight programming. Acclaimed titles such as Scam 1992: The Harshad Mehta Story, Rocket Boys, Koffee with Karan, and Undekhi have since become staples across international airline platforms.
Reflecting on the milestone, Murtuza Kagalwala, Managing Partner at Shemaroo Contentino, said, “This 10-year journey has been about more than just content distribution. It has been about building trust, transparency, and value for every stakeholder in the ecosystem. From educating content owners on the commercial potential of inflight entertainment to helping airlines design culturally relevant programming for their passengers, we have always believed in innovation backed by insights. As we celebrate a decade of success, we are excited to chart the next phase of growth with new technologies, wider partnerships, and more compelling storytelling that reflects the richness of Indian entertainment.”
Looking ahead, Shemaroo Contentino is set to explore new frontiers in wireless streaming, connectivity, and multilingual content, further strengthening its global presence and delivering unmatched entertainment experiences for travelers worldwide.
