It has been ten years since Netflix's launch in India. On the occasion, the streamer deepened its ties with tourism and culture ministries in India with a new initiative. As an element of its partnership with the Ministry of Tourism, Netflix unveiled a new section on its Incredible India site that aims to help customers discover the locations, authentic experiences and cultural traditions in the country featuring in Netflix series and films.
Netflix's Co-CEO Ted Sarandos and Minister for Culture and Tourism Gajendra Singh Shekhawat had a discussion at the National Gallery of Modern Art about ways in which authentic storytelling is capable of inspiring viewers to discover both the locations and cultures featuring in the streamer's titles, while supporting the country's creative economy. The two also expressed that they remain committed to allowing more stories that are rooted in the nation's diverse cultures, traditions and landscapes to reach viewers across the world.
The event hosted the screening of two videos that celebrate India's cultural heritage and wildlife, expanding the efforts of the partnership to showcase the country's multiculturalism. After a Memorandum of Understanding signed by Netflix India and tourism ministry in 2025, Gajendra Singh Shekhawat unveiled two clips at the trade event ITB Berlin that have since been utilised to promote the country's cultural diplomacy and tourism. The partnership reflects the central government's commitment to making an environment that enables storytelling with support to nationwide production and by showcasing the country's cultural richness with entertainment.
Gajendra Singh Shekhawat shared, "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."
Meanwhile, Ted Sarandos added, "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."