India must move beyond from content consumer to world leader in content creation: Gajendra Singh Shekhawat

• India has more than content, it has context — and human creativity must stay at the centre even as AI changes everything: Minister Shekhawat

 

• Need to move beyond scale of our audience and build original Indian intellectual property: Minister Shekhawat

 

• India doesn’t merely possess content, it possesses context; This is our creative dividend, our creative capital: Minister Shekhawat

 

 

 

MUMBAI, 29 September 2026: Mr Gajendra Singh Shekhawat, Minister of Tourism & Culture, Govt of India today while addressing the 26^th edition of ‘FICCI FRAMES 2026’, said that in next 2-3 years, the world will start moving towards content with little AI involvement, content with fewer filters, and human-only content. “Therefore, as we embrace the opportunity before us during this period of change, we must also work with equal determination to ensure that this opportunity does not diminish our creativity,” he emphasized.

 

Speaking on the theme of FICCI FRAMES – India’s Media Moment: Creating Value in an Age of Infinite Content, Mr Shekhawat said that it is not only relevant but imperative in today’s time. “It is an era of infinite content, and our biggest challenge is not shortage of content but it is originality and human connection. It is the trust which is invaluable and we need to work to protect the trust on priority,” he added.

 

India, he added not only possesses content but it also possesses context along with diversity and tradition of storytelling. “India is the largest center of creativity for the world. Today, it is the time to advance India’s culture, economy, employment, global standing and tourism, together. This is our creative capital,” stated Mr Shekhawat.

 

Emphasizing on three key changes he said, “We must move beyond making India just a content consumer and work together to make it a world leader in content creation and creativity. Second, we must move beyond the scale of our audience and build original Indian intellectual property and Third, we must connect the India seen on screen with the experience of travelling through the real India, so that stories inspire tourism and tourism creates local prosperity,” noted Mr Shekhawat.

 

Speaking on the use of newer technologies and opportunities he said that the creative economy can generate great opportunities in various sub sectors including AVGC, XR, gaming, virtual production, and artificial intelligence are new languages of storytelling. “They can bring ancient cities to life, can reveal the complete story of an object in a museum and offer a new way for the younger generation to engage with culture and cultural practices,” added the Minister.

 

Mr Prabhat, Additional Secretary (I&B), Ministry of Information and Broadcasting, Govt of India said that government can create institutions, policy frameworks, platforms, and international linkages. But ultimately, a creative economy is built by creators and industry. “India’s next phase of media and entertainment growth must focus on greater investment in original Indian intellectual property and a greater willingness to back new writers, creators, musicians, animators and game developers,” he added.

 

Mr Ayushmann Khurrana, Acclaimed Actor and FICCI FRAMES Ambassador said, “A story can begin in a small town in India and find an audience anywhere in the world. A creator with a phone can reach millions. That is the opportunity in front of us. We have more stories, more voices, and more ways to share them than ever before, and a chance to take India's creative imagination to an even bigger global stage.”

 

Mr Anant Goenka, President, FICCI and Vice Chairman, RPG Group said that India must convert its scale into lasting value and our stories should remain unmistakably Indian. “We should give Indian storytellers the confidence, capital, technology and reach to go global, without removing what makes their work Indian,” he added.

 

During the event, FICCI FRAMES Lifetime Achievement Award presented to Mr Uday Shankar, Past President, FICCI, and Vice-Chairman, JioStar by Mr Gajendra Singh Shekhawat, Union Minister of Tourism & Culture for his outstanding contribution and visionary leadership in shaping India's Media & Entertainment industry.

 

Mr Uday Shankar said, “Media continues to be a fundamental pillar of society. It is the foundation on which society's imagination, society's vision for the future, and individuals' aspirations for a better life, for a better world, for a better country are shaped.”

 

Mr Kevin Vaz, Chair, FICCI M&E Committee and CEO, Entertainment, JioStar said, “As new value pools emerge, we also need to create the right conditions for the industry to grow and innovate. On the regulatory environment, the need for forbearance has long been voiced by the broadcasting sector, because innovation needs room to evolve. And as we pursue the next phase of growth, self-regulation and strong industry best practices should be at the centre of how we move forward.”

 

Mr Arjun Nohwar, Co-Chair, FICCI M&E Committee and MD – South Asia, Warner Bros. Discover said, “Creators need the freedom and the runway to experiment. Technology needs to open new possibilities while earning the trust of the audiences it serves. Investors need the conviction to back ideas before the market has validated them, and government, policymakers, regulators have an equally vital role to play in engaging with change as it happens.”

 

Ms Jyoti Vij, Director General, FICCI was also present during the inaugural session.