BRICS WAVES Bazaar Opens in Mumbai to Expand Creative Economy Ties

Information and Broadcasting Secretary Chanchal Kumar said the Bazaar reflects Prime Minister Narendra Modi's vision of using culture and creativity to strengthen ties between nations.

Mumbai has become the meeting point for the global creative industry as the BRICS WAVES Bazaar opened with more than 500 delegates from BRICS member and partner countries gathering to explore new business opportunities, cultural exchange and international partnerships. The two-day marketplace brings together government representatives, filmmakers, producers, investors, broadcasters, OTT platforms, technology companies, startups and cultural institutions, creating a platform where ideas, investments and creative talent can connect across borders.

The event reflects India's growing focus on strengthening the creative economy by encouraging collaboration across industries such as film, television, animation, gaming, music, visual effects and digital content. Through discussions, networking sessions and business meetings, participants are expected to identify new projects and build partnerships that extend beyond national markets.

Mumbai Highlights India's Growing Creative Economy

Speaking at the opening ceremony, Maharashtra's Minister for Electronics, Information Technology, Artificial Intelligence and Culture, Ashish Shelar, welcomed delegates to Mumbai, describing the city as the centre of India's creative ecosystem. He said the rapid integration of technology with art is changing the way creative industries function, making platforms such as the BRICS WAVES Bazaar increasingly valuable for professionals looking to build international collaborations.

Shelar also spoke about India's growing "Orange Economy", where cultural heritage, innovation and business work together to create economic value. He said the country's creative industries have the potential to become an even stronger contributor to economic growth while taking Indian stories, talent and technology to global audiences.

India Seeks Stronger BRICS Creative Partnerships

Information and Broadcasting Secretary Chanchal Kumar said the Bazaar reflects Prime Minister Narendra Modi's vision of using culture and creativity to strengthen ties between nations. He explained that the event has been designed as a business-focused platform where creative enterprises can discover projects, discuss co-productions, secure investments and expand into new markets.

According to Kumar, representatives from 21 BRICS member and partner countries are participating in the event, offering opportunities for collaboration across film, television, animation, gaming, music, digital media and emerging content formats. He also said there is significant scope to improve the circulation of creative content among BRICS countries so that audiences can experience a wider range of films, series, music and digital productions from across the grouping.

India is supporting this wider vision through initiatives such as WAVES, WAVES Bazaar, the Indian Institute of Creative Technologies, India Cine Hub and programmes focused on creator development, startups and emerging technologies. Kumar also invited participating countries to return for the next edition of WAVES in Mumbai in 2027.

Industry Leaders Focus on Business and Innovation

The two-day programme includes keynote sessions, panel discussions, networking events and curated business-to-business meetings covering international co-production, content financing, intellectual property, digital transformation, women-led entrepreneurship and emerging technologies.

International Film Festival of India (IFFI) Festival Director Ashutosh Gowariker invited creators from BRICS countries to participate in IFFI 2026, where around 250 films will be screened across eight curated sections. He said cinema allows people to understand different cultures and societies through storytelling, making international collaboration more meaningful for both filmmakers and audiences.

Joint Secretary in the Ministry of External Affairs Rajiv Bodwade highlighted the growing importance of the creative economy, noting that it contributes 3.1 percent to global GDP and generates more than 1.4 trillion US dollars in international services exports. He said India's BRICS Chairship theme of "Building for Resilience, Innovation, Cooperation and Sustainability" aligns closely with the objectives of the Bazaar.

Platform Designed for Long-Term Growth

NFDC Managing Director Prakash Magdum said the Bazaar has been structured to encourage practical business engagement through conferences, expert discussions and one-on-one meetings that can lead to future collaborations. Topics ranging from content financing to technology partnerships are expected to help businesses and creators identify new opportunities across international markets.

Closing the inaugural session, Joint Secretary in the Ministry of Information and Broadcasting Senthil Rajan said the BRICS WAVES Bazaar demonstrates India's commitment to making the creative economy a stronger driver of innovation, entrepreneurship, employment and economic growth. By bringing policymakers and industry leaders onto one platform, the event is expected to support new trade opportunities, attract investment and deepen cultural cooperation among BRICS member and partner countries.BRICS WAVES Bazaar, Mumbai, BRICS, Creative Economy, Ministry of Information and Broadcasting, Ashish Shelar, Chanchal Kumar, NFDC, IFFI 2026, International Collaboration, Film Industry, OTT Platforms, Digital Media, Animation, Gaming, India