Mapping innovation in India’s creative industries: an ecosystem framework

ABSTRACT This paper reports on an ongoing research study funded by UKRI to map India’s creative industries. Using an ecosystem framework, it has focused on strategy/policy; tangible and intangible infrastructure; funding and investment to understand innovation drivers and barriers across nine sub-sector value chains. The research established there is no one creative industries policy. Responsibility is split across 16 government ministries and 28 states. Much of India’s economy is informal, with limited data on policy effects. Nevertheless, four important policies are shaping the creative industries landscape, supplemented by investment from global brands into textiles, media and advertising. These are driving innovation and design for social and ecological sustainability. At the time of writing the study is undertaking deep dives into CreaTec, Design for sustainability in fashion and textiles, and emerging geographic concentrations. It has identified a distinctive focus on how supply chains might inform UK circular fashion and media production policy.