Technology Amazon India

Amazon announces two new partnerships in India to enhance inventory for the local audience


By Taruka Srivastav | Reporter

April 13, 2017 | 3 min read

Ecommerce giant Amazon is exploiting India, its fastest growing market, by rapidly pushing Prime Video.

Amazon India

Amazon invests further into India

Amazon clinched a deal with Indian director and producer, Kabir Khan for exclusive online rights for his upcoming title 'The Forgotten Army.' Amazon added that it will be marketing the movie as an original.

The Forgotten Army will be directed by Khan, and is based on Subhash Chandra Bose’s Indian National Army, an armed force formed by nationalists to fight for India's independence from British rule.

"India has one of the richest and most vibrant entertainment industries in the world – Amazon is energised by the talent and the passion of India’s film industry and is excited to be making multiple Indian original shows already, with more to come," said Roy Price, vice president and head of Amazon Studios, in a press statement.

Nitesh Kripalani, the director and country head for Prime Video, said the company is working on providing Indian customers with "best movies – be it local or international."

The announcement came a day after Amazon said it has inked a deal with Paramount for streaming rights of recently released Teenage Mutant Ninja Turtles: Out of the Shadows, Star Trek Beyond, and 10 Cloverfield Lane.

As part of the deal, Amazon Prime Video in India will also offer titles from Paramount-owned Transformers, Indiana Jones, Mission: Impossible, Madagascar, Shrek, and Kung Fu Panda franchises.

Amazon touched down India before launching Prime Video by inking deals with local giant production houses and distributors to gain access to their entire catalogues. Some of these partners include giants such as Vishesh Films, T-Series, and Dharma Productions.

Amazon has also secured rights for comedy content from over a dozen stand-up comedians in the country. In the recent weeks, the company has also signed deals with Lionsgate and BBC to acquire international titles for the Indian audience.

In comparison, Netflix is still behind in broadening its local content catalogue for the Indian market. The company has been modestly picking handfuls of titles. Late last year, it partnered with Bollywood star Shah Rukh Khan for exclusive access to his Red Chillies Entertainment's titles.

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