Abstract
This chapter focuses on how the Indian film industry has helped market “India Inc.” to the outside world since the Government of India accorded ‘industry' status to the business of film-making in 1998. Specifically, this article focuses on how the biggest film industry in the world went through decades of chaotic and unprofessional managerial regimes to acquire the status of one of the most sought-after marketing platforms by different entities—both Indian and international. The chapter also discusses how the ‘marriage of convenience' between Indian film world and the game of cricket added fuel to the marketization of the Indian film industry. Overall, this chapter leaves the reader with several interesting and groundbreaking ideas for future research.
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