iWorld
China’s LeEco makes India debut; partners ErosNow & YuppTV
MUMBAI: Internet and technology company and one of the largest online video companies in China LeEco has forayed into the Indian smartphone market with the launch of LeEco Max smartphone. What’s more, the company has inked content partnerships with over-the-top (OTT) players ErosNow and YuppTV.
LeEco has launched their flagship superphones, Le Max & Le1s, in the Indian market. As their partner, ErosNow will be integrated within the Le ecosystem of internet enabled smartphones and smart televisions, showcasing ErosNow’s Bollywood films, music and Originals. Devices will include a one-year premium subscription to ErosNow service pre-bundled with the purchase of the phones.
On the other hand, YuppTV will provide 250 live channels across 12 languages, offering entertainment, news, movies, music, kids, lifestyle and spiritual content.
With a focus on maximum user engagement and satisfaction, the ErosNow service will be seamlessly integrated into the user interface of Le devices purchased in India.
Eros International group CEO and MD Jyoti Deshpande said, “Content consumption is surging across consumers with patterns changing rapidly and internet entertainment networks becoming increasingly popular. Our partnership with LeEco is part of our philosophy to provide consumers entertainment whenever and wherever they want it.”
“When content owners and platforms come together like Eros and LeEco, we provide a compelling consumer proposition. We are confident the LeEco range will be able establish its success in the attractive Indian market bundled with our premium content that consumers will love,” she added.
LeEco Asia Pacific CEO Tin Mok said, “We are excited to be entering the attractive and vibrant Indian market and partner with some great companies here like Eros who is a proven market leader in Indian entertainment. We sold four million phones in China last year and our target this year is 15 million and we hope to replicate that success in India and wow the Indian consumer with our super phones and televisions packed with features. We are pioneers and innovators in the technology world and creating a seamless ecosystem has worked for us very well in China. We believe the Indian consumer will get great value and user experience from our cool phones at compelling prices with annual subscription of ErosNow built into the price.”
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
