iWorld
ZEE5 Global partners with the Patel brothers
Mumbai: ZEE5 Global has announced its partnership with the Patel Brothers, a US-based Indian grocery chain, to facilitate connecting with diaspora audiences on the occasion of the 75th year of Independence.
Commenting on the partnership, ZEE5 chief business officer global Archana Anand, said, “We’ve seen exponential growth in the US in our first year of launch, and we are happy to have been able to delight our audiences here with our rich content library. There’s no better way now to cement our leadership position in this market than with this partnership with the Patel Brothers, another iconic and much-loved South Asian brand, and we look forward to a long, wonderful relationship with them.”
Actor Sonali Bendre inaugurated the Patel Brothers shop on Oak Tree Road in Edison, New Jersey. Sonali discussed the collaboration and how it will help Indians living in the US.
Sonali recently made her comeback and a successful debut on ZEE5 Global with The Broken News.
Bendre added, “I’m very happy to be here to kick off this partnership between two deeply rooted South Asian brands, The Patel Brothers and ZEE5 Global. As the leading South Asian streaming service, ZEE5 Global has stepped out of the screens and is making an effort to bring together the diaspora audiences across the US through multiple community initiatives. Together with the Patel Brothers, who are America’s oldest, largest, and best-loved Indian chain in the US, we can expect many wonderful initiatives and experiences from this partnership.”
At the store, ZEE5 Global also held a competition where participants had to respond to inquiries about the platform and Patel Brothers. As part of the “Shop with the Stars” competition, the winner received the chance to shop for groceries worth $200 for free with Sonali.
Patel Brothers’ Kaushik Bhai Patel said, “We’re always looking for ways to cater to the needs of NRIs and South Asians in the US hungry for their home culture. We are very happy to partner with ZEE5 Global that shares this ethos.”
iWorld
Govt pushes live events sector to Rs 196 billion by 2028
LEDC roadmap targets 15–20 million jobs and global hub status by 2030
MUMBAI: India’s live events story is getting louder and this time, it’s policy turning up the volume. The fourth meeting of the Live Events Development Cell (LEDC), chaired by Chanchal Kumar, was held on 30 April 2026 at Vigyan Bhavan, bringing together representatives from nine Central Ministries, six States and 12 industry stakeholders to chart the sector’s next phase of growth. The numbers already tell a compelling story. India’s organised live events industry was valued at Rs 145 billion in 2025 and is projected to grow at 10 per cent to Rs 196 billion by 2028 making it one of the fastest-expanding segments within the media and entertainment ecosystem.
Set up in July 2025 by the Ministry of Information and Broadcasting, the LEDC is tasked with turning that momentum into a structured growth engine. Its long-term ambition is ambitious, position India as a global live events hub by 2030 while generating an additional 15–20 million jobs.
At the meeting, officials emphasised the sector’s multiplier effect spanning tourism, employment and allied industries while underlining the need for coordinated execution. A key update was the rollout of a single-window clearance system for live event permissions via the India Cine Hub portal, aimed at simplifying approvals and improving transparency.
States have been urged to adopt the system, alongside implementing the “Model Executive Order for Streamlining Licensing and Permissions for Live Events in India, 2026” by 31 May 2026. The framework seeks to standardise what has long been a fragmented and time-consuming regulatory process.
Beyond permissions, the discussion also turned to infrastructure and talent. A draft concept for greenfield venue development was tabled, alongside plans to build a skilled workforce. The Indian Institute of Mass Communication, in collaboration with industry bodies MESC and EEMA, is set to introduce certificate courses tailored to the live events sector.
Chanchal Kumar stressed that alignment across stakeholders is already in place, with the next challenge being execution at scale. The government, he noted, remains committed to creating a facilitative and transparent ecosystem for organisers.
For an industry once seen as fragmented and event-driven, the message is clear, India’s live events business is no longer just about the show, it’s about building an entire stage for growth.
