India is ready to work with BRICS partners to build stronger institutional and commercial linkages across the creative economy and Maharashtra IT and Culture Minister Ashish Shelar described the BRICS WAVES Bazaar as a high-level platform designed to shape the future of the global creative economy.

The two-day BRICS WAVES Bazaar opened in Mumbai yesterday with over 500 delegates from BRICS member and partner countries, bringing together government representatives, industry bodies, creators, producers, investors, broadcasters, OTT platforms, technology firms, startups, cultural institutions and creative enterprises.

The event aims to promote dialogue, business engagement, knowledge exchange and cross-border partnerships across the audiovisual and creative industries.

Addressing the inaugural session, Shelar said, “The BRICS WAVES Bazaar is not merely an exhibition, but it is a high-level, curated confluence designed to shape the future of the global creative economy.”

He said the Bazaar and the BRICS Film Festival, to be held alongside the International Film Festival of India (IFFI) in November 2026, would together provide complementary platforms for business partnerships, market access, films, filmmakers and audiences.

Information and Broadcasting Secretary Chanchal Kumar (in the picture) said BRICS countries possess a vast reservoir of stories, talent, audiences, technology and enterprise, and the opportunity was to connect these strengths more systematically.

“India is ready to share its experience and work with BRICS partners to create stronger institutional and commercial linkages across the creative economy,” he said.

The Bazaar, according to the senior government official, seeks to become a platform where projects are discovered, partnerships initiated, co-productions discussed and new markets opened.

He also invited BRICS members and partner countries to participate in the next edition of WAVES in Mumbai in 2027.

According to a government statement, the Bazaar brings together participants from 21 BRICS member and partner countries to strengthen collaboration across film, television, animation, VFX, gaming, music, digital media and emerging content formats.

Joint Secretary in the Ministry of External Affairs Rajiv Bodwade said discussions would cover international co-production, content financing, digital transformation, intellectual property, women-led entrepreneurship, emerging technologies, public policy and South-South collaboration.

IFFI Festival Director Ashutosh Gowariker invited stakeholders from BRICS member and partner countries to participate in IFFI 2026, where around 250 films will be showcased across eight curated sections, urging participants to demonstrate the power of creative minds coming together.