At the World Audio Visual and Entertainment Summit (WAVES) 2025 in Mumbai, Adobe Chairman and CEO Shantanu Narayen made a bold declaration: India’s next economic boom will be driven by its creative economy, not software or manufacturing. Speaking at the summit’s inaugural session, Narayen highlighted the transformative potential of India’s media and entertainment (M&E) sector, which surpassed Rs 2.5 lakh crore in 2024 and is growing at a 7% CAGR. With over 100 million content creators and AI-powered tools like Adobe’s Firefly, India is poised to become a global hub for content creation and intellectual property (IP) generation.
The Rise of India’s Creative Economy
Narayen’s vision marks a shift in how India is perceived globally—not just as a tech outsourcing hub but as a powerhouse for creative innovation. The M&E sector, encompassing film, animation, gaming, music, and digital media, is rapidly expanding, driven by a surge in regional content and a 10% growth in freelance creators over the past decade. At WAVES 2025, Narayen emphasized that India’s creative economy could employ more people than manufacturing, positioning it as a key driver of economic growth.
Key Points:
- Market Growth: India’s M&E sector, valued at $28 billion, could reach $100 billion in a decade, creating millions of jobs.
- Creator Boom: Over 100 million content creators, including freelancers and small design studios, are fueling digital transformation.
- Global Appeal: Platforms like Netflix, Disney, and Amazon are investing in Indian content, with over 2,000 pitches showcased at WAVES’ Bharat Pavilion.
- AI Integration: Tools like Adobe Firefly enable hyper-localized content creation, from dubbing to video stylization, in regional languages.
Adobe’s Strategic Investments in India
Adobe is doubling down on India’s creative potential through partnerships, skilling initiatives, and AI-driven innovation. Narayen announced collaborations with WAVES Bazaar, the Indian Institution of Creative Technology, Accenture, and TCS Interactive to bolster the creative ecosystem. Adobe is also working with the Ministry of Education to integrate AI and creative skills into PM Shri and CBSE schools, including Kendriya Vidyalayas and Army Public Schools, aiming to train 2 crore students and 5 lakh teachers.
Key Points:
- Skilling Programs: Adobe plans to train 20 million students and 500,000 teachers in digital creativity, democratizing access to creative tools.
- AI Innovation: Firefly AI, developed partly in India, supports creators with tasks like multilingual dubbing and post-production.
- Content Authenticity: Adobe’s Content Authenticity Initiative, adopted by over 3,000 companies, including Indian production houses, combats deepfakes with AI watermarking.
- Educational Partnerships: Collaborations with schools to embed AI and creative literacy in curricula, fostering the next generation of creators.
AI as the Catalyst for Creativity
Narayen underscored the role of generative AI in revolutionizing content creation, enabling Indian creators to produce culturally rich, scalable, and personalized content. Tools like Adobe Illustrator and Acrobat, enhanced with AI capabilities developed in India, are helping creators overcome creative barriers and meet the rising demand for regional content. Narayen highlighted that local large language models (LLMs) trained on Indian linguistic and cultural data could give India a competitive edge in global AI innovation.
Key Points:
- Hyper-Localization: AI tools enable content tailored to India’s diverse languages and cultures, boosting monetization for creators in smaller towns.
- Ethical AI: Adobe prioritizes responsible AI development, with initiatives to ensure transparency and combat misinformation.
- Workflow Efficiency: AI streamlines production in Bollywood, digital marketing, and gaming, reducing time and costs.
- Global Leadership: India’s AI models could lead in creating culturally nuanced digital content, enhancing digital sovereignty.
Challenges to India’s Creative Ambitions
Despite the optimism, Narayen and other industry leaders acknowledge significant hurdles. India’s creative workforce remains largely informal, and inconsistent digital access—only 60% of the population has reliable internet—limits the adoption of creative tools. Additionally, skill gaps and infrastructure disparities between urban and rural areas pose challenges to scaling the creative economy.
Key Points:
- Digital Divide: Limited internet access in rural areas hinders widespread tool adoption.
- Informal Workforce: Many creators lack formal training or access to professional networks.
- Skill Development: Expanded skilling programs are needed to meet industry demands.
- Infrastructure Needs: Investments in digital infrastructure are critical to support growth.
A Vision for Global Leadership
Narayen’s address at WAVES 2025, attended by global platforms and creators, underscored India’s potential to lead the global creative economy. He praised Prime Minister Narendra Modi’s vision, noting Modi’s 25 million YouTube subscribers as evidence of India’s digital influence. Adobe’s commitment to ethical AI, creator empowerment, and educational partnerships aligns with India’s ambition to become the “world’s creativity capital.”
Key Points:
- Global Recognition: Indian content is gaining traction, with international buyers at WAVES 2025 seeking films, series, and animations.
- Cultural Influence: India’s linguistic and cultural diversity positions it as a leader in hyper-local content creation.
- Economic Impact: The creative economy could surpass manufacturing in job creation, driving entrepreneurship and GDP growth.
- Policy Support: Government initiatives like WAVES, backed by the Ministry of Information and Broadcasting, foster a creator-friendly ecosystem.
Conclusion: Creativity as India’s Next Frontier
Shantanu Narayen’s keynote at WAVES 2025 painted a compelling picture of India’s future, where creativity, powered by AI, will outshine traditional sectors like software. With Adobe’s strategic investments in skilling, AI innovation, and partnerships, India is well-positioned to lead the global creative economy. However, addressing challenges like digital access and workforce formalization is crucial to realizing this potential. As India’s 100 million creators harness tools like Firefly and collaborate with global platforms, the nation is set to redefine its economic narrative, making creativity its next trillion-dollar bet.
