Ramayana: Rs 4K-cr epic bets on global audiences
Benchmarks Nifty24,154.90-132.75FEATURED FUNDS★★★★★Motilal Oswal Midcap Fund Direct-Growth5Y Return23.3 % Invest NowEnter search text:HomeETPrimeMarketsMarket DataNewsIndustrySMEPoliticsWealthMFTechAICareersOpinionNRIPanacheThe Economic Times daily newspaper is available online now. Read Today's Paper Ramayana: Rs 4,000-crore epic starring Ranbir Kapoor, Sai Pallavi bets on global audiences beyond the Indian diasporaSECTIONSRamayana: Rs 4,000-crore epic starring Ranbir Kapoor, Sai Pallavi bets on global audiences beyond…
Ramayana: Rs 4,000-crore epic starring Ranbir Kapoor, Sai Pallavi bets on global audiences beyond the Indian diaspora
Directed by Nitesh Tiwari and produced by Namit Malhotra, the Rs 4,000-crore project is being mounted at a scale more commonly associated with Hollywood event films. Sony Pictures is handling worldwide distribution, giving the film access to a global distribution network from the outset.
The film is being developed in multiple Indian languages, while an English version is also being worked on.
Directed by Nitesh Tiwari and produced by Namit Malhotra, the Rs 4,000-crore project is being mounted at a scale more commonly associated with Hollywood event films. Sony Pictures is handling worldwide distribution, giving the film access to a global distribution network from the outset.
The film is targeting audiences across North America, Europe, Australia, the Middle East and Southeast Asia. Malhotra believes it could eventually reach more than 50,000 screens worldwide, in addition to around 9,000 screens in India.
But the bigger commercial bet is whether an Indian story can be sold to audiences who have no prior cultural connection to the epic, rather than primarily to the Indian diaspora.
Indian films have crossed borders before. Dangal, Baahubali, RRR, Pathaan and Kalki 2898 AD have found audiences outside India, with some performing strongly at the global box office. Ramayana, however, is being positioned differently: the non-diaspora audience is intended to be part of its core market rather than an extension of the overseas Indian audience.
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The strategy comes as India’s government encourages creators to build audiences beyond the domestic market. At the WAVES summit last year, PM Narendra Modi urged Indian content creators to embrace the vision of “Create in India, Create for the World”, describing India’s storytelling tradition as a cultural asset built over thousands of years.
For Ramayana, that ambition creates a challenge beyond distribution: audience education. The film is being developed for viewers who may have little familiarity with the characters, mythology and cultural context of the epic.
Malhotra sees the project as fundamentally different from simply taking an Indian film overseas. “There has never been a story from India for the world,” he said. “We are genuinely approaching it as an Indian film, made by Indian people, acted by Indian actors, but being presented on a global stage.”
The team spent 18 months to two years travelling, meeting studios and explaining the project before Sony came on board, Malhotra said. “When something has not happened for 100 years, the first question people ask is why me? Why now? Why this project?” he said.
The film is being developed in multiple Indian languages, while an English version is also being worked on. Malhotra said the objective is to give international audiences an experience that feels as seamless as watching films from their own markets.
The release strategy reflects that ambition. Malhotra believes Ramayana could eventually reach more than 50,000 screens worldwide, compared with roughly 8,000-12,000 screens for some of the largest previous Indian releases.
The marketing spend could also be on an unprecedented scale. Malhotra said he could not say whether it would be Rs 200 crore or Rs 1,000 crore, but that the project was operating in the “orbit of money” required to market a film worldwide in the manner Hollywood markets its biggest event releases.
Industry executives see the project as part of a broader expansion in the ambitions of Indian cinema.
PVR INOX managing director Ajay Bijli said the film represents an opportunity to take a story with universal appeal to audiences around the world. “If there is a story that can resonate with global audiences, then why not?” Bijli said. “Ramayana is a universal story, and Namit was very keen that the whole world should know about this powerful Indian mythological story.”
Nitin Menon, managing partner at NV Capital, sees the project as part of a broader push to turn Indian mythology into globally recognisable intellectual property. “Ramayana and Mahabharata are our Marvel and DC,” he said, describing the ambition as an expression of India’s growing confidence in its storytelling and soft power.
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