Streaming wars: Netflix tries to beat the India blues as rivals race ahead

More Indian languages, bigger films and shows, and an ad-supported version are being rolled out as the global streaming service works to crack one of the world's fastest-growing streaming video market

Sanjay Leela Bhansali’s Gangu­bai Kathiawadi is as mainstream as Hindi films go. The Alia Bhatt-starrer, inspired by a true story, grossed over Rs 200 crore at the box-office earlier this year. This week, Netflix released it with a high-decibel campaign with ads across the front pages of major newspapers. It is the sort of thing Amazon Prime Video, which acquires most of the big blockbusters, or SonyLiv, which is trying to establish itself, do. It is also a sign that the $30 billion Netflix is now doing everything possible to crack the India market.

In December 2021, over five years