India’s Orange Economy

Prime Minister Narendra Modi inaugurated the World Audio Visual and Entertainment Summit (WAVES) 2025 at the Jio World Convention Centre in Mumbai. The event is being seen as a milestone for India’s growing creative economy, often referred to as the “Orange Economy” — a sector that includes music, film, gaming, animation, fashion, digital content, and more.

What is the Orange Economy?

• The Orange Economy (also called the Creative Economy) refers to industries whose products and services are based on creativity, culture, and intellectual property. This includes:
  • Film and Television
  • Music and Performing Arts
  • Gaming and Animation
  • Digital Content & OTT Platforms
  • Fashion and Design
  • Advertising, Publishing, and Cultural Tourism
• The term was popularized by UNESCO and the Inter-American Development Bank (IDB) to describe sectors that generate economic value through cultural expressions and creativity.
• 112 years ago, on May 3, 1913, Raja Harishchandra, widely recognised as India's first full-length feature film directed and produced by Dadasaheb Phalke, was released.
• Government Initiatives: The government has announced a USD 1 billion creative economy fund, and is setting up an Indian Institute of Creative Technology (IICT) in Mumbai to skill the next generation. 
  • The government has announced a USD 1 billion creative economy fund, and is setting up an Indian Institute of Creative Technology (IICT) in Mumbai to skill the next generation. 
• Economic Contributions:
  • India's creative economy already contributes USD 30 billion to GDP, employing 8% of the workforce.
  • Creative exports exceed USD 11 billion annually, and sectors like YouTube and digital design are enabling small-town creators to reach global audiences.
  • It can grow to over USD 100 billion within the next decade.
• Challenges: Weak IP enforcement, limited rural digital access, and lack of formal financing persist

What is WAVES 2025?

• WAVES stands for World Audio Visual and Entertainment Summit. It is a global platform that brings together:
  • Artists and Creators
  • Technology Companies
  • Media Giants
  • Investors and Policymakers
  • Industry Leaders from over 100 countries
• WAVES 2025 will serve as a major gathering of global storytellers, fostering innovation, creativity, and collaboration in film, series, gaming, and digital entertainment. The event will bring together over 10,000 delegates, 1,000 creators, 300 companies, 350 startups, and leaders from over 90 countries.
• The goal is to position India as a hub for the global creative economy, explore new partnerships, and promote India’s soft power through entertainment, culture, and technology.

Why is there a shift in focus on Orange Economy?

• Demographic Strength: India has one of the youngest populations globally with strong digital skills and creativity.
• Digital Infrastructure: The OTT platforms, mobile gaming, and streaming services are witnessing rapid growth. There is growth of AI-driven content creation and animation studios.
• Global Cultural Impact: Indian cinema, music, and digital creators have growing international audiences.
• Soft Power Strategy: Cultural exports like Bollywood, yoga, and Indian cuisine are part of India's diplomatic and image-building toolkit.
• Policy Push: GOI has rolled out incentives like film shooting subsidies, startup policies, and is promoting India as a global content production destination.