Startup-themed content is gaining traction as a strategic programming choice for India’s TV and streaming platforms, with industry stakeholders saying it helps attract younger audiences, support monetisation, and offer a fresh approach to stand out in a crowded content landscape.
"These shows reflect the aspirations and the anxieties of today’s society. Entrepreneurship is no more limited to business families, it is increasingly accepted and favoured as a career option for many. It is part of popular culture and drives conversation in today’s India," said Danish Khan, business head – digital, Sony Pictures Networks India.
Several major platforms are investing in this space. SonyLIV has seen success with Shark Tank India, now heading into its fifth season. Zee Entertainment is launching Ideabaaz, a grassroots innovation show developed in partnership with Ideabaaz Tech.
JioStar's TV and streaming platforms have introduced shows like Her Start-Up Show, Start-Up Singam (in Tamil), and the earlier Bengali-language My Start Up Show – Dhonni Meyer Upakkhan. Amazon Prime Video has tried out Mission Start Ab, while MX Player has produced drama shows like Hustlers and the biopic Physics Wallah.
According to industry sources, a start-up themed web series typically costs between Rs 1 crore and Rs 3 crore, while a non-fiction show ranges from Rs 50 lakh to Rs 1.2 crore. Start-up themed fiction projects tend to have higher talent costs, whereas talent expenses are relatively low in non-fiction.
Khan added that the theme has strong appeal, especially for younger audiences. "We are most likely to see this theme play out in popular content in various formats – both scripted as well as non-scripted," he said.
According to Ashish Pherwani, lead-media and entertainment at EY India, startup-themed programming has evolved into a distinct genre across both fiction and non-fiction. He noted that it reflects a broader societal shift where wealth creation is not only accepted but also increasingly celebrated.
“This also signals a behavioural change, with young people increasingly motivated to build something of their own. The trend is rooted in India’s growing role as a major economy in the Global South,” he said.
“Unlike in the West, where such shows often take on a more ruthless tone, Indian adaptations are tailored to local sensibilities, offering a more uplifting and celebratory narrative. Ultimately, the success of these shows will hinge on the strength of their storytelling and production values.”
WPP Media South Asia COO Ashwin Padmanabhan noted that startup-related programming is a new category of content that extends beyond entertainment to form a complete ecosystem.
"India is teeming with ideas and entrepreneurs, big and small, who continue to struggle. Building an ecosystem that supports multiple communities of small businesses and startups is essential," he added.
Ideabaaz is focused on identifying and funding entrepreneurs from Tier 2 and 3 cities. A Zee spokesperson said the show helps tap into various consumer cohorts and offers Indian entrepreneurs from smaller cities an opportunity to showcase their business ideas and innovations at both national and international levels.
By allowing pitches in multiple languages, it aims to break accessibility barriers and provide access to funding and mentorship, the spokesperson added.
The reality formats typically involve founders presenting their ventures to a jury of well-known startup founders, pitching for funding and mentorship.
In the fiction space, SonyLIV is working on 13th - Some Lessons Aren't Taught in Classrooms, a drama set in the startup world. Experts say that TVF Pitchers, a breakout show on YouTube from The Viral Fever, helped popularise the genre and established TVF as a leading content studio.
"These shows reflect the aspirations and the anxieties of today’s society. Entrepreneurship is no more limited to business families, it is increasingly accepted and favoured as a career option for many. It is part of popular culture and drives conversation in today’s India," said Danish Khan, business head – digital, Sony Pictures Networks India.
Several major platforms are investing in this space. SonyLIV has seen success with Shark Tank India, now heading into its fifth season. Zee Entertainment is launching Ideabaaz, a grassroots innovation show developed in partnership with Ideabaaz Tech.
JioStar's TV and streaming platforms have introduced shows like Her Start-Up Show, Start-Up Singam (in Tamil), and the earlier Bengali-language My Start Up Show – Dhonni Meyer Upakkhan. Amazon Prime Video has tried out Mission Start Ab, while MX Player has produced drama shows like Hustlers and the biopic Physics Wallah.
According to industry sources, a start-up themed web series typically costs between Rs 1 crore and Rs 3 crore, while a non-fiction show ranges from Rs 50 lakh to Rs 1.2 crore. Start-up themed fiction projects tend to have higher talent costs, whereas talent expenses are relatively low in non-fiction.
Khan added that the theme has strong appeal, especially for younger audiences. "We are most likely to see this theme play out in popular content in various formats – both scripted as well as non-scripted," he said.
According to Ashish Pherwani, lead-media and entertainment at EY India, startup-themed programming has evolved into a distinct genre across both fiction and non-fiction. He noted that it reflects a broader societal shift where wealth creation is not only accepted but also increasingly celebrated.
“This also signals a behavioural change, with young people increasingly motivated to build something of their own. The trend is rooted in India’s growing role as a major economy in the Global South,” he said.
“Unlike in the West, where such shows often take on a more ruthless tone, Indian adaptations are tailored to local sensibilities, offering a more uplifting and celebratory narrative. Ultimately, the success of these shows will hinge on the strength of their storytelling and production values.”
WPP Media South Asia COO Ashwin Padmanabhan noted that startup-related programming is a new category of content that extends beyond entertainment to form a complete ecosystem.
"India is teeming with ideas and entrepreneurs, big and small, who continue to struggle. Building an ecosystem that supports multiple communities of small businesses and startups is essential," he added.
Ideabaaz is focused on identifying and funding entrepreneurs from Tier 2 and 3 cities. A Zee spokesperson said the show helps tap into various consumer cohorts and offers Indian entrepreneurs from smaller cities an opportunity to showcase their business ideas and innovations at both national and international levels.
By allowing pitches in multiple languages, it aims to break accessibility barriers and provide access to funding and mentorship, the spokesperson added.
The reality formats typically involve founders presenting their ventures to a jury of well-known startup founders, pitching for funding and mentorship.
In the fiction space, SonyLIV is working on 13th - Some Lessons Aren't Taught in Classrooms, a drama set in the startup world. Experts say that TVF Pitchers, a breakout show on YouTube from The Viral Fever, helped popularise the genre and established TVF as a leading content studio.
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