The Ministry of Culture and Ministry of Tourism have partnered with Netflix India to showcase India's cultural heritage and tourism destinations through authentic storytelling. Union Minister for Culture and Tourism Shri Gajendra Singh Shekhawat launched the 'As Seen on Netflix' section on the Incredible India portal on August 5, 2026, developed as part of the ongoing collaboration between the Ministry of Tourism and Netflix India.
The initiative aims to enable global audiences to discover real locations, cultural traditions, and authentic experiences featured in Netflix India's films and series, thereby promoting India's rich cultural heritage and tourism potential. The launch coincided with a special event at the National Gallery of Modern Art (NGMA) in New Delhi commemorating ten years of Netflix in India, where Netflix Co-CEO Ted Sarandos joined the Union Minister for a fireside conversation on storytelling's transformative role in promoting India's cultural heritage, tourism, and creative economy.
Minister Shekhawat emphasized that India's stories have inspired the world for thousands of years and technology now provides unprecedented opportunity to take these stories globally. He noted the creative economy is emerging as a powerful growth driver by generating livelihoods while preserving India's cultural identity, welcoming partnerships that empower Indian talent, celebrate diversity, and showcase civilizational heritage with authenticity. Mr. Sarandos stated that stories rooted in different parts of India have resonated globally and inspired people to experience India's destinations and cultures firsthand, expressing Netflix's commitment to continuing partnership with both ministries.
The partnership aligns with the Government of India's vision of leveraging storytelling to preserve, promote, and celebrate India's civilizational heritage while encouraging cultural tourism and supporting the creative economy. Both parties reaffirmed their commitment to promoting authentic stories rooted in India's diverse cultures, landscapes, and traditions while strengthening the creative economy and enhancing India's global cultural footprint.