iWorld
JioCinema and Deutsche Welle collaborate to bring exclusive content: “Megacity Mindset” series
Mumbai: JioCinema, India’s leading digital entertainment platform, is thrilled to announce its collaboration with German international broadcaster Deutsche Welle (DW) for the launch of “Megacity Mindset”, an inspiring five-part series showcasing remarkable individuals across India’s vibrant and influential cities.
Created by documentary filmmakers Naomi Phillips and Akanksha Saxena (DW), “Megacity Mindset” explores the unique stories and mindsets driving success and innovation in Mumbai, Delhi, Chennai, Bengaluru, and Kolkata. Each episode features exceptional individuals who have excelled in their respective fields and made a significant impact on their cities.
Commenting on the launch, Daniel Schulz and Jaya Oberoi from DW‘s Asia Distribution Team, said, “Megacity Mindset” is a powerful up-close narrative, filled with endearing insights into the lives of extraordinary people who have embraced the city’s attitude – to call their own. The protagonists have allowed us proximity to see facets of their lives, combined with lasting impressions and statements that hopefully leave an imprint on the viewers. We are thrilled to partner with Jiocinema, to distribute this docuseries to reach India’s diverse audience who are interested in both entertainment, as well as informative content. At DW, we remain dedicated to focusing on thought-provoking stories that continue to inspire curious minds.”
Commenting on the partnership, Viacom18 head – Branded Content Vivek Mohan Sharma said “We are excited to join forces with Deutsche Welle to present ‘Megacity Mindset’ which offers an intimate and compelling look into the lives of remarkable individuals who have adopted and thrived in the spirit of their cities. This collaboration with us at JioCinema allows us to bring a series rich with heartfelt insights and personal stories from India’s most dynamic cities to our audience. At Viacom18, we are dedicated to pushing the boundaries of content with offerings that not only entertain but also enlighten. ‘Megacity Mindset’ showcases the diverse talents and groundbreaking ideas shaping the future of India.”
In Mumbai, Bollywood star and casting director Abhishek Banerjee shares his journey in the entertainment industry, offering insights into the dedication required to thrive in this competitive metropolis.
Moving to Delhi, the series highlights pilot and high-flyer Capt. Zoya Agarwal, who is breaking barriers and empowering women in traditionally male-dominated fields.
In Chennai, Tamil star rapper Arivu represents the ethos of excellence with his boundary-breaking music and powerful lyrics that resonate with audiences worldwide.
Bengaluru, India’s Silicon Valley, showcases the innovative spirit through virtual human Kyra, who is revolutionizing connectivity both online and in real life.
Lastly, “Megacity Mindset” takes viewers to Kolkata, where poet-writer Karuna Ezara Parikh and emerging talents redefine the city’s cultural landscape through creativity and passion.
Each episode of “Megacity Mindset” offers a compelling narrative of resilience, ambition, and creativity, showcasing diverse talents and perspectives that drive these megacities.
Join us on this captivating journey as we explore the essence of success and the transformative power of mindset in India’s dynamic urban landscapes.
“Megacity Mindset” is produced by DW and is exclusively available for streaming on JioCinema.
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.
