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Japan’s big India content bet goes beyond Doraemon

By Sohail Khan 29 September 2026, 12:56 am

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Business News›Industry›Media/Entertainment›Japan’s content giants seek bigger India play through films and IP

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Japan’s content giants seek bigger India play through films and IP
Synopsis

Japan's content industry seeks to increase its presence in India through licensing, merchandising, and localization of animation properties. The Doraemon franchise, with over 20 years in India, is now being adapted for theatrical release. The anime market in India is also growing, with streaming platforms expanding their anime offerings significantly. Research shows a high penetration of anime viewership among Indian audiences, indicating potential for commercial growth.

Toys from the Japanese animated series "Crayon Shin-chan" are on display at a booth outside a cinema, in Beijing — Japan's content industry seeks to increase its presence in India through licensing, merchandising, and localization of animation properties

Mumbai: Japan's content industry is looking to move up the value chain in India, shifting from exporting finished animation programmes to monetising established intellectual property through films, licensing, merchandise, experiences and increasingly localisation.

Rising Opportunity

The opportunity is emerging across two parallel markets: the established kids' animation business built around properties such as Doraemon and Crayon Shin-chan, and a newer, broader anime market fuelled by streaming and theatrical releases that is attracting teenagers and adults.

"India is one of the most important markets for us in terms of animation," said Maiko Sumida, head of animation and sales, international business department, at TV Asahi, whose animation programmes include Doraemon, Shin-chan and Ninja Hattori.

India Audience

Black White Orange (BWO) is managing the marketing and licensing programme, with strategic consulting provided by Happening 365 Synergies.

Kenji Yoshida, corporate officer at Fujiko Pro, which represents the Doraemon creator's office, said more Fujiko F Fujio properties could come to the country. Perman has found an audience in India, he said.

ET Bureau

Tuning in

For Shin-Ei Animation, producer of the Doraemon films, the franchise offers a larger catalogue to commercialise. The studio has produced 45 Doraemon films and said it would like to see more released in India.

Anime Market

The broader anime market provides another leg to the opportunity. GEM Partners' Anime Global White Paper 2026, based on 2025 data, puts India's anime viewership penetration at 41%, making it the world's third-largest market on this measure, behind Japan and China. Also, 79% of Indian anime viewers surveyed said they had spent money on anime-related products or services.

Last year, Demon Slayer: Kimetsu no Yaiba Infinity Castle became the highest-grossing anime film in India with collections of ₹75 crore, according to Sacnilk.

Also Read: Anime films are finding growing fanbase in India, says PVR Inox's Aamer Bijli

Streaming platforms such as JioHotstar, Netflix and Prime Video have been adding more anime content, while Sony Pictures Entertainment's Crunchyroll sees India among its top three markets.

Hakuhodo India's 2026 research found that 95.9% of anime viewers surveyed across eight Indian cities watched anime on smartphones, while OTT platforms were central to consumption. It also found merchandise extending into everyday categories such as apparel, stationery, accessories and bags.

Jayanto Banerjee, co-managing director at Hakuhodo India Group, said anime is poised to emerge out of being a niche culture to becoming mainstream in the near future. "It already plays a role far beyond entertainment to becoming life crutch for many," he said.

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