iWorld
Amazon Prime plans to add more originals & evaluating regional content
MUMBAI: Amazon Prime is loading its platform with worthwhile content with each passing month and week. It is moving swiftly on having original as well as acquiring aggregated content. Now, it has plans to add more originals, and is also looking at having regional content. Amazon has content deals with Mukesh Bhatt’s Vishesh Films, Karan Johar’s Dharma Productions, and Bhushan Kumar’s T-Series for their existing and upcoming films.
In India, apart from reportedly being in the neck-and-neck IPL race as it aims to bring exclusive cricket content to its viewers, it has recently signed up deals with superstar Salman Khan, reputed filmmakers — Farhan Akhtar and Ritesh Sidhwani. Amazon Prime Video announced a first-of-its-kind, worldwide exclusive content deal with Salman Khan Ventures which made Amazon the exclusive streaming home of future titles of Khan commencing with the recently released Tubelight.
Amazon Prime Videos has said that it would roll out three more original series by the end of 2017 calendar year. The move comes as its first India-produced series has found a favourable global audience. Amazon Prime director & country head Nitesh Kripalani told BusinessLine that they were looking to create content which could also be taken to the global market. Original content would be the key differentiator, he added.
The OTT arm of Amazon has also partnered with around 50 content creators and production houses to enhance its offerings including Excel Media, Phantom Films (Stardust), Big Synergy (Vishpuri) and AIB.
Original content is a plan that Amazon follows in the global market. It streams series such as You are wanted in Germany, Hitoshi Matsumoto for Japan, and The Man in the High Castle in the US.
Kripalani said that the company was evaluating regional content. India was like many countries within a country where stories were quite different region-wise. The company was looking at the regional market. he added.
Prime Video head of content – Asia Pacific James Farrell has said that India was a top priority market for Amazon and they believed that the love India has for films, the passion, the energy and the talent of India needed to be on a worldwide stage for the global audience. Kripalani is on threshold of unleashing the streaming service’s first Indian original — Inside Edge, with, voila, all of only 10 episodes on 10 July across 240 countries.
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e-commerce
Visa report tracks rise of India’s affluent, experience-led spending
Affluent base doubles to 130 lakh, travel 58 per cent of elite spends.
MUMBAI: In India’s new luxury playbook, it’s less about owning more and more about living better. A new whitepaper by Visa Consulting and Analytics (VCA) maps a decisive shift in India’s affluent economy, where spending is becoming more intentional, experience-led, and closely tied to personal identity rather than pure income growth.
Titled India’s Affluent Economy 2025–2026, the report draws on a Visa-commissioned Yougov study and VisaNet data across travel, dining, retail and lifestyle categories. The headline number is hard to miss: individuals earning over Rs 10 lakh annually have nearly doubled from 69 lakh to 130 lakh, significantly expanding the country’s discretionary spending base.
But it’s not just about scale, it’s about behaviour. As consumers move up the affluence ladder, discretionary categories are taking a larger share of credit card spends, positioning cards as key enablers of premium, lifestyle-driven consumption.
The geography of wealth is shifting too. Affluence is no longer confined to metros such as Mumbai, Delhi and Bengaluru, with cities like Ahmedabad, Surat, Jaipur and Lucknow increasingly mirroring metro consumption patterns.
The report highlights a clear pivot from ownership to access. More than 50 per cent of affluent consumers now use cards for elite memberships, while 7 in 10 are drawn to limited-edition drops and curated collections. Increasingly, luxury is defined by seamless access be it concierge-led travel or curated dining where time saved is as valuable as money spent.
Spending patterns reinforce this shift. Among the ultra-elite, travel accounts for 58 per cent of discretionary spends, far outpacing retail and luxury combined at 28 per cent. Cross-border spending penetration stands at 63 per cent, signalling a growing global outlook among India’s affluent.
Closer home, indulgence is becoming routine. Nearly 4 in 5 affluent consumers dine at premium establishments at least three times a year, while 1 in 4 visit luxury venues more than five times annually. Dining spends are also climbing, with Rs 20,000 emerging as a new entry-level benchmark per experience and Rs 50,000 marking premium territory.
Retail, meanwhile, is becoming more selective. Three in four affluent consumers make a high-end purchase at least once a quarter, while one in four shops premium every two weeks. Luxury retail intensity is also rising, with 2 in 5 consumers spending over Rs 5 lakh annually, and a smaller but significant segment exceeding Rs 10 lakh.
Technology and wellness are carving out new roles in this ecosystem. High-end gadgets now see average spends of Rs 60,000 or more per purchase, while ultra-elite consumers are eight times more likely to visit spas and show five times higher engagement with cosmetic stores than non-affluent groups.
The broader takeaway is structural. Affluent consumers are no longer buying products, they are buying ecosystems. Integrated experiences across travel, dining, wellness and payments are becoming central to how this segment lives and spends.
As India’s affluent base expands beyond metros and aligns more closely with global consumption patterns, the real opportunity lies not just in size, but in speed. For brands, the message is clear: relevance will be defined by how early and how seamlessly, they plug into this evolving lifestyle economy.
