At the CII Big Picture Summit 2026, JetSynthesys CEO Rajan Navani urged India to combine AI with cultural assets to grow its global media and intellectual property share. The strategy focuses on moving beyond traditional content production toward gaming, e-sports, and digital IP. This shift signals a broader trend in the entertainment sector where technology and ownership of creative assets are becoming key drivers for long-term growth.
At the CII Big Picture Summit 2026, Rajan Navani, managing director and CEO of JetSynthesys, outlined a roadmap to position India as a global leader in the media and creative economy. His proposal centers on integrating artificial intelligence with India’s traditional cultural assets to scale intellectual property (IP) exports. Navani argued that by using technology to lower the barriers between creative vision and final production, India could move from being a service-provider to an IP-owner on the global stage.
The vision involves a shift toward high-value formats such as gaming, animation, and immersive sports. These segments often carry better profit margins than traditional content production because they allow companies to own the underlying assets. The Indian Institute of Creative Technologies (IICT) was highlighted as a key model for this goal, relying on a collaboration between the central government, the Maharashtra state government, and industry bodies to train a specialized workforce for these new digital fields.
For the Indian market, this strategy highlights a growing focus on the 'IP-led' business model. Companies in the media and gaming sector are increasingly looking to move away from low-margin contract work toward creating their own brands, games, and digital characters. Listed entities in the Indian gaming and digital entertainment space, such as Nazara Technologies, often face similar strategic choices—balancing the high costs of user acquisition against the potential for high returns from successful IPs.
Investors tracking the media and entertainment sector should note that this transition comes with significant risks. The creative industry is inherently unpredictable, and not every project leads to a successful IP. Furthermore, the regulatory environment for artificial intelligence is still evolving. Any global or domestic policies regarding AI ethics, data privacy, or copyright could impact how media companies create and own their digital assets.
Additionally, building a creative economy requires significant capital spending on technology and talent. As companies increase their spending to develop new gaming or digital formats, profit margins may come under pressure in the short term. The ability of these firms to maintain financial discipline while investing in new-age technology remains a key monitorable.
Looking ahead, investors may watch for further announcements regarding government support for the creative economy, as well as the ability of private players to successfully monetize digital formats like e-simulated cricket and extended reality gaming. The success of this vision will depend on how effectively the industry can navigate regulatory changes, manage the high costs of development, and consistently deliver content that resonates with global audiences.