Education
Siddharth Bijpuria takes charge as upGrad’s new content head (D2C)
MUMBAI: Siddharth Bijpuria has stepped into a new chapter, joining upGrad as head of content for its direct–to–consumer business. The seasoned content and communications leader takes on the role after nearly two decades spent shaping programming strategies, building creator ecosystems and steering some of India’s biggest digital platforms through rapid change.
Before arriving at upGrad, Bijpuria helmed creator content at JioHotstar’s Sparks initiative, a project designed to pull India’s top YouTubers and influencers into the OTT mainstream. In just twelve months, Sparks rolled out more than 30 unscripted shows, proving that internet-first talent can spark appointment-to-watch entertainment.
His longest innings came at Viacom18, where he spent close to eleven years rising through senior leadership roles. At JioCinema, he led non-fiction content strategy along with growth and retention marketing, and earlier headed AVOD content strategy and acquisitions for both JioCinema and Voot. He also drove content partnerships and regional expansion for Voot, and previously managed corporate marketing, communications and CSR at the network.
Bijpuria began his career in public relations, working with firms including Genesis BCW, PR Pundit, Vitcom Consulting and Perfect Relations, handling brands such as Ford India, PepsiCo, CNN, United Breweries, Tata Housing, NDTV Imagine and Mercedes Benz. He even had an early stint as an artist manager and a brief spell at Wipro BPO.
With a track record that spans creators, corporates, channels and campaigns, Bijpuria’s move to upGrad signals a sharpened focus on content as a growth engine. For the edtech major’s D2C business, he arrives with the kind of cross-genre experience that can turn lessons into stories and viewers into learners.
Education
Govt to set up creator labs in 15,000 schools to boost AVGC sector
Budget boost and WAVES initiatives aim to scale India’s creator economy
NEW DELHI: The government is doubling down on India’s so-called orange economy, rolling out an ambitious plan to expand content creation infrastructure and skill development across the country.
At the heart of the push is a proposal to set up AVGC Content Creator Labs in 15,000 secondary schools and 500 colleges, backed by an allocation of Rs 250 crore in the Union Budget 2026-27. The move is aimed at nurturing talent early and building a pipeline for the fast-growing animation, visual effects, gaming and comics sector.
The Indian Institute of Creative Technologies has been designated as the nodal agency to steer this rollout. Operating from the campus of National Film Development Corporation in Mumbai, the institute has already launched 18 courses, with over 130 students enrolled and a trainer network beginning to take shape.
The broader ecosystem push is rooted in recommendations by the AVGC Promotion Task Force, which estimates that the sector could require around two million skilled professionals by 2030. The government is now working to align training, infrastructure and policy to meet that demand.
Flagship platforms such as WAVES 2025 are playing a central role in this strategy. The summit brought together creators, investors and global industry leaders, while initiatives like the WaveX Startup Accelerator Programme are helping startups scale through mentorship, funding access and international exposure.
The Create in India Challenge has also emerged as a key talent pipeline. Its first edition saw 33 challenges and participation from over one lakh creators, including many from smaller cities, signalling a democratisation of content creation across India.
Sharing details in Parliament, Ministry of Information and Broadcasting minister of state L Murugan outlined the government’s multi-pronged approach in response to queries raised by Kriti Devi Debbarman and Eatala Rajender.
With policy, funding and platforms now aligning, India’s creator economy is getting a structured push. The message is clear. From classrooms to global screens, the next wave of storytellers is being built at scale.
