India's creative economy—often referred to as the Orange Economy—is emerging as a powerful lever of soft power, national branding, and socio-economic growth. Encompassing diverse sectors such as cinema, music, art, fashion, design, literature, architecture, handicrafts, digital content, and even gaming, the Orange Economy represents the intersection of culture, creativity, and commerce. Its potential lies not just in its economic contribution but also in shaping narratives, forging international influence, and strengthening India’s cultural diplomacy.

• At the World Audio Visual and Entertainment Summit (WAVES) held in Mumbai, Prime Minister Narendra Modi addressed global creators with the message: “Create in India, Create for the World.” The statement reflected India’s ambition to strengthen its position in the global orange economy—a sector driven by creativity, intellectual property, and cultural innovation.
• During his address, the Prime Minister referred to India’s longstanding tradition of cultural inclusivity, citing historical examples such as the integration of the Parsi and Jewish communities. He described India as an emerging orange economy, in line with a broader global recognition of the creative sector’s role not just in artistic expression, but also in economic growth, international collaboration, and cultural diplomacy.

Understanding the Orange Economy:

Coined in Latin America and now adopted globally, the term "Orange Economy" refers to industries rooted in creativity, talent, and intellectual property. According to a UNESCO report, the creative economy contributes over 3% to global GDP and accounts for more than 30 million jobs worldwide. In India, this sector is estimated to contribute around $160 billion (approximately 7% of GDP) and is growing at over 10% annually, with vast untapped potential.

India’s advantage lies in its diverse cultural heritage, digital agility, youth demographic, and a thriving informal sector rich in indigenous and folk arts. From the design startups of Bengaluru and fashion hubs in Delhi to animation studios in Pune and traditional artisans in Kutch, the creative economy integrates both traditional knowledge systems and modern innovation.

Cinema: The Flagbearer of India’s Soft Power

Among the most visible elements of India’s Orange Economy is cinema, often considered its most influential cultural export. India produces over 2000 films annually in more than 20 languages, making it the largest film-producing country in the world. Indian cinema—be it Bollywood, Tollywood, Kollywood, or regional films—serves not only as entertainment but as a global ambassador of Indian values, narratives, and aesthetics.

Oscar-winning songs (Naatu Naatu), Cannes recognitions, and the global popularity of films like RRR, Dangal, and Lagaan underscore how Indian cinema captivates international audiences. Streaming platforms such as Netflix and Amazon Prime have further accelerated the global circulation of Indian narratives. The rise of regional cinema in international markets signals a shift from monocultural representations to a multi-lingual, diverse Indian identity.

Yet cinema is only the tip of the creative iceberg.

Beyond the Screen: India’s Broader Creative Landscape

India’s Orange Economy includes a range of sectors that reflect its historical richness and contemporary ingenuity:

• Music & Performing Arts: From classical traditions to indie fusion, India’s music ecosystem is exploding globally. YouTube, Spotify, and Coke Studio Bharat are democratizing Indian music’s reach.
• Design & Architecture: Indian designers are blending traditional techniques with sustainable innovation. Jaipur is now a UNESCO Creative City of Crafts & Folk Art; Ahmedabad is a World Heritage City for architecture.
• Fashion: The textile and fashion sector—rooted in handloom and khadi—is now at the forefront of conscious fashion globally. Designers like Rahul Mishra and Anita Dongre have taken Indian aesthetics to global runways.
• Gaming & Animation: India’s gaming industry is projected to reach $8.6 billion by 2027. Indigenous characters, mythologies, and AR/VR are creating new storytelling frontiers.
• Literature & Publishing: With Booker wins (Arundhati Roy, Aravind Adiga, Geetanjali Shree), India’s literary voice continues to influence global thought. Indian languages, once limited to regional readerships, are now translated and celebrated globally.
• Digital Influencer Culture: Social media creators, illustrators, and YouTubers represent a new wave of micro-entrepreneurs in India’s Orange Economy, particularly among Gen Z.

The Role of the Diaspora and Global Engagement

India’s 32-million-strong diaspora is a major amplifier of its creative exports. Indian cultural events, literature festivals, film screenings, and art exhibitions abroad keep Indian traditions alive while inviting cross-cultural dialogues. In the UK, US, UAE, and Canada, Indian creatives—be it Mira Nair in cinema or Rupi Kaur in poetry—have shaped global cultural trends.

Moreover, collaborations with global artists and platforms have increased. Indian designers are working with global luxury brands; Indian music is part of international ads and playlists; Indian architectural firms are building overseas. This transnational creative movement enhances India’s global influence not through political pressure, but cultural appeal.

Gaps in Policy and Opportunities for Growth

While India’s creative economy is vibrant, it lacks a cohesive national strategy akin to South Korea’s Hallyu (Korean Wave) model or the UK's Creative Industries Policy. Fragmentation, informal workforce, lack of IP enforcement, and limited export support continue to hinder scale and sustainability.

Some key areas for intervention include:

• Creative Infrastructure: Establishing creative hubs, studios, co-working spaces, and digital incubation centres.
• Policy Incentives: Tax breaks, export incentives, and grants for cultural entrepreneurs and creative startups.
• Skilling & Education: Integrating arts and digital creativity into mainstream education and vocational training.
• International Co-productions: Bilateral cultural agreements, co-produced films, and exchange programs.
• Data & Measurement: Better tracking of the creative sector’s economic contribution to inform policy.

The Ministry of Culture and NITI Aayog have begun exploring frameworks to support creative industries. Additionally, initiatives like the Mekong-Ganga Cooperation, India-Africa cultural exchanges, and G20 cultural agendas offer diplomatic avenues to showcase and monetize India’s Orange Economy.

The Strategic Value of Creative Soft Power

In the 21st century, soft power rivals hard power in shaping influence. The ability to tell compelling stories, project national identity, and evoke emotional resonance is crucial to international relations. India’s Orange Economy provides precisely this edge—rooted not in dominance but in connection.

By investing in creative capacities, India is not only empowering millions of youth economically but also repositioning itself in global imagination—as a land of innovation, soul, diversity, and resilience.

Conclusion:

India’s Orange Economy is not just a cultural asset but a strategic imperative. It holds the potential to create jobs, empower communities, strengthen exports, and reinforce India’s place in the global narrative.

Cinema will continue to dazzle and inspire, but beyond the screen lies a vast, pulsating creative economy waiting to be harnessed. If India can blend its civilizational heritage with future-facing innovation, the Orange Economy may well be its most potent soft power in decades to come.