MAM
Guest Column: Invest NOW in Indian TV industry
As per PWC 20th Annual Global CEO survey, top 5 concerns for entertainment and Media CEOs worldwide are : Changing consumer behaviour, availability of key skills, volatile energy costs, uncertain economic growth and speed of technological change. Despite the concerns as above, nearly 35%global Entertainment and Media CEOs are confident about improvement in global economic growth and in 12-month revenue prospects.
In an absolute contrarian play-out case of India, almost all these factors are weighing in favour of the growth of M&E industry in India. There is therefore every reason for investing in the emerging great Indian M&E story.
Micahel Porter’s five forces analysis is a framework for analyzing the level of competition within an industry and business strategy development. It draws upon industrial organization (IO) economics to derive five forces that determine the competitive intensity and therefore the attractiveness of an industry.Porters Five Forces Analysis throws up an overall high degree of attractiveness for the M&E industry in India:
Competitive rivalry
With the M&E industry being highly fragmented with no single enterprise having large enough share to influence the entire sector along with high fixed costs & highly perishable products, the risk factor here at best is medium.
Threat of new entrants
With involvement of high sunk costs, high capital requirements and access to distribution difficult, at best the risk factor here is low.
Substitute Products
Once again risk factor here is low as Film industry, print media and internet and significant sporting events like World Cup, T20 etc & other cultural events
Bargaining Power of suppliers
Since the number of suppliers is very high which leads to the low bargaining power with them and with an ever increasing number of content providers, risk factor once again is low.
Bargaining Power of customers
Increased globalisation along with consumers’ loyalty towards one channel being less owing to a variety of alternative sources of entertainment being available, this factor can at best have a medium risk attached to it.
Conclusion
In its annual sector forecast for 2017-2021 survey undertaken by PWC across 54 countries, M&E sector is expected to grow at a CAGR of 4.2% which is lower than the projection for the average GDP growth. Lower than the average GDP growth will be for the first time in global markets signalling that the sector may be plateauing in many of these countries.
Unlike such sectoral shrinkage in global markets, in India, M&E sector projected to grow at near 10.5% and TV at 11% plus is far above the projected economy GDP growth rate.
The right time to invest in Indian M&E industry and in Indian TV industry is therefore right now.
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(Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.) |
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
