India’s Creative Economy Enters a New Era: Sanjay Jaju, Secretary I&B at CII Big Picture

December 1, 2025 - Mumbai Shri Sanjay Jaju, Secretary, Ministry of Information and Broadcasting (I&B), Government of India, championed industry-led growth at the 12th Big Picture Summit, where CII unveiled a White Paper on Priority Policy Reforms to propel Indian M&E to new heights. The event also featured an Investor Meet with Waves Bazaar and a special homage video honoring industry legends who left us in 2025.

 

Mumbai, December 1: Artificial Intelligence (AI) is poised to be a transformational force for India’s Media and Entertainment (M&E) sector, observed Shri Sanjay Jaju, Secretary, Ministry of Information and Broadcasting (I&B), Government of India. Speaking at the inaugural session in Mumbai, Shri Jaju called on the industry to view the WAVES Summit not as a standalone event, but as part of an ongoing movement—one that continually inspires new waves of creativity, innovation, and progress.

 

“The WAVES Summit is much more than an event; it is a movement. Our Prime Minister has consistently reminded us that each wave in this journey builds upon the last, urging us to reflect on where we stand as an industry and how we can move forward together,” Mr. Jaju remarked.

 

The Secretary I&B underscored that entertainment, alongside food, shelter, and clothing, remains a fundamental pillar of civilization—integral not only to economic growth, but also to societal harmony and happiness.

 

India’s creative economy, he noted, is now a livelihood source for over 10 million people, contributing approximately Rs 3 lakh crore to the national GDP. “The true value of our sector goes beyond numbers: it connects people, fosters harmony, and links nations together,” Mr. Jaju emphasized.

 

He highlighted India’s rich storytelling heritage, from oral traditions (Shruti) to written (Kriti) and visual forms, as showcased in the Bharat Pavilion at the National Museum of Indian Cinema. “Despite this legacy, India holds only 2% of the global M&E market. Our challenge—and opportunity—is to transform our creative potential into products and stories that earn global recognition,” he said.

 

Shri Jaju challenged the industry to turn passion into commerce, especially as AI rapidly reshapes content creation and consumption. “AI is transforming entertainment. If we do not embrace new technologies, our global share will shrink. As a rising economic power, India’s stories must be heard and seen worldwide. This is the essence of our soft power,” he said.

He clarified that while the government’s role is to enable, not compete, it is committed to creating an environment where the industry can thrive—addressing skill gaps, providing incentives, and ensuring a level playing field. He pointed to the Indian Institute of Creative Technologies (IICT) in Mumbai as an example of successful government-industry collaboration, with its industry-led model already earning accolades for excellence and innovation.

 

A highlight of the Summit was the unveiling of the CII White Paper on Priority Policy Reforms for a Globally Competitive Creative Economy of India, offering a comprehensive roadmap of policy actions crucial for the sector’s future. The White Paper outlines actionable recommendations to drive growth, foster innovation, and position India as a leader in the global creative economy.

 

The Summit also featured the showcase of a short homage film honoring celebrated film personalities who have left us in 2025. The film underscored the industry’s deep respect for its legends and its commitment to preserving their legacy as inspiration for future generations.

 

Other industry leaders echoed Shri Jaju’s vision. Mr. Gaurav Banerjee, Chair, CII National Council on Media & Entertainment and MD & CEO, Sony Pictures Networks India, called for specialized creative institutions, stronger industry–academia partnerships, regional creative clusters, and urgent public–private collaboration to unlock the next chapter of growth. “India is a nation of 1.4 billion stories. As global demand rises, our responsibility is to scale up world-class creators,” he said.

 

Mr. Rajan Navani, Co-Chair, CII National Council on Media & Entertainment and MD & CEO, Jetsynthesys, emphasized AI’s potential as a creative partner and underscored the importance of trusted government–industry frameworks, innovation, and skill development.

 

Ms. Gunjan Soni, Co-Chair, CII National Council on Media & Entertainment and Country MD, YouTube India, highlighted the rise of creative entrepreneurship, democratization of content creation, and the need for industry responsibility in ensuring safety and creative control.

 

The session was moderated by Ms. Amita Sarkar, Deputy Director General, CII.