Overview and mapping of the Creative Industries in India

Lead Research Organisation: Loughborough University
Department Name: Loughborough University in London


This study aims to capture and present a comprehensive overview of the Creative Industries sector in India, the research and innovation ecosystem which supports it, and the policy frameworks within which it operates.
This study will:
-Map areas of strength and growth in the Indian Creative Industries and the wider creative economy, mapping these against existing studies which capture UK strengths in Creative Industries research and innovation
-Map the national and, where appropriate, regional policy landscape within which Creative Industries research and innovation operates
-Review the tax and regulatory regime, to test whether, for example, the UK's tax regime for the Creative Industries could be applied onto India's sectors
-Provide an overview of current levels of connectivity between Creative Industries research and innovation systems in the UK and India, including barriers to collaboration
-Identify areas within the Creative Industries where there may be the greatest potential to grow or develop India-UK research and innovation collaboration
-Undertake deep-dives into key opportunity areas, identified through the mapping work.


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Description The award objectives were met:
* To map the size and character of the Creative Industries in India
* To map the policy landscape
* To make recommendations on future research and innovation collaboration opportunities between UK and India.

In particular I would highlight the following outcomes:
• Significant new data and insights into a major sector that has not been mapped in this way before
• New understanding of the size of the Creative Industries in India; and
• Innovation challenges of the sector
• New understanding of the Structural strengths and weaknesses of key sectors; and
• Policy context, and key policy interventions.
Exploitation Route We have begun collecting data to assess the impact of the report on a range of groups - specifically: researchers, policy-makers and practitioners.

We are now working with UKRI India, AHRC in the UK, the IPO and other partners to explore how the insights might be developed into further research and industry collaborations.
Sectors Creative Economy,Leisure Activities, including Sports, Recreation and Tourism,Culture, Heritage, Museums and Collections

URL https://www.lboro.ac.uk/news-events/news/2023/january/india-creative-industries-report/
Description The research undertaken has started to galvanise a range of governmental and related organisations to engage in and around the Creative Industries in a new way. • The work was cited by the IPO at an event on Branding, and key partners in the Advertising sector are discussing how to take forward insights • Senior leaders in the Fashion and Textiles sector in India took part in a Round Table debate to discuss implications and opportunities for the sector * A leading Games developer in the UK spoke at the UK Launch and talked about how the research is helping him with new investment strategies • UKRI India has stated that they are making use of the report to make the case for Creative Industries to be on the agenda of the UK-India Trade Summit in April. * ICRIER, an independent consultancy organisation, has been using the research to lobby the Indian Government for improved Creative Industries policy. * The Permanent Secretary for the Ministry of Culture in India spoke at the report launch and is now using the research to shape Government policy. • The report is now being used to inform future funding calls by AHRC * We are in discussion with a publishing house for the development of a book for academic and non-academic audiences.
First Year Of Impact 2023
Sector Creative Economy,Leisure Activities, including Sports, Recreation and Tourism,Government, Democracy and Justice,Culture, Heritage, Museums and Collections
Impact Types Cultural,Economic,Policy & public services

Description UKRI future funding
Geographic Reach Multiple continents/international 
Policy Influence Type Participation in a guidance/advisory committee
Description AHRC Impact Award
Amount £5,000 (GBP)
Organisation University of Glasgow 
Sector Academic/University
Country United Kingdom
Start 01/2023 
End 04/2023
Description Parliamentary discussion 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Policymakers/politicians
Results and Impact This was an event in a House of Commons Committee Room, hosted by the Shadow Minister for Foreign Affairs, and attended by c.45 people - with follow-up activity with a further 8-10 people.
It included a presentation and debate.
45 people attended, including 5 MPs or Peers, various civil servants and/or government representatives.

A press release was issued to co-incide with the launch event, and a survey was undertaken to capture the learning and impact.
Year(s) Of Engagement Activity 2023
URL https://www.eventbrite.com/e/indian-creative-industries-report-launch-tickets-475907420907
Description Report launch 
Form Of Engagement Activity A talk or presentation
Part Of Official Scheme? No
Geographic Reach International
Primary Audience Other audiences
Results and Impact Report launch event in Delhi, India.
Hosted by UKRI India, and including the Permanent Secretary for the Ministry of Culture in India.
Participants were largely academic and business colleagues in India.

This event, together with the earlier UK event, demonstrated a strong partnership between the researchers and policy-makers.
Year(s) Of Engagement Activity 2023
URL https://www.eventbrite.co.uk/e/indian-creative-industries-mapping-report-launch-tickets-536771206127