Hyderabad, July 17, 2025:
India is preparing to take a leadership position in the global creative economy by embracing artificial intelligence (AI) and machine learning (ML) as enablers of inclusive communication, creativity, and cultural outreach, according to Sanjay Jaju, Secretary of the Ministry of Information and Broadcasting (I&B).

Speaking at T-Hub in Hyderabad during a high-level engagement with AI and ML startups, academic innovators, and incubator leaders, Mr. Jaju said the Ministry was actively fostering indigenous technological solutions that reflect India's linguistic diversity and cultural richness, while enabling scalable impact on a national level.

AI as a Bridge Across India's Linguistic Landscape

“The Ministry of Information and Broadcasting is moving towards adopting AI-based solutions to bridge linguistic divides,” a Ministry statement read. With India home to over 22 official languages and hundreds of dialects, the need for AI-driven, automated translation, voice recognition, content curation, and citizen-centric messaging is growing rapidly.

According to the I&B Secretary, AI will serve as a critical infrastructure for last-mile delivery of information, particularly in underserved regions and local-language populations.

Creative Economy at the Forefront of AI Deployment

Mr. Jaju positioned this initiative within the broader vision of Prime Minister Narendra Modi to nurture a "creator economy" that empowers artists, performers, content creators, and cultural practitioners using cutting-edge tools like AI and data science.

To operationalise this vision, the Ministry has launched the WaveX Startup Accelerator platform, designed specifically to drive AI innovations in media, culture, and public communication.

Two signature challenges were unveiled under WaveX:

• Kalaa Setu Challenge – to promote AI in content creation and distribution for art and culture

• Bhasha Setu Challenge – to address language barriers using AI-powered translation and accessibility solutions

T-Hub Event Draws Leading Innovators

The T-Hub event saw participation from:

• AI and ML startups incubated in Hyderabad and beyond

• IIT Hyderabad researchers and representatives

• National Institutes of Technology (NITs) with Centres of Excellence

• Engineering institutions with strong innovation ecosystems

The forum aimed to align academic research, entrepreneurial energy, and government priorities to create India-first AI models suited to its socio-cultural diversity.

Call for Indigenous, Scalable Solutions

Mr. Jaju called on AI innovators to design solutions that are scalable, inclusive, and culturally rooted. "We want technology that speaks to the Indian citizen, in their language, in their context," he said.

He urged Indian startups to participate actively in both Kalaa Setu and Bhasha Setu, which offer:

• National recognition

• Opportunity to present before a jury in Delhi

• Potential MoU for full-scale development

• Pilot support with All India Radio (AIR), Doordarshan (DD), and Press Information Bureau (PIB)

• Incubation under the WaveX Innovation platform

AI and Media: A Natural Partnership

The Ministry’s initiative reflects a deeper understanding that AI is not just a tech tool, but a creative partner in media production, storytelling, advertising, information dissemination, and citizen engagement.

By integrating AI with the I&B ecosystem, the government hopes to:

• Reduce dependence on manual processes

• Accelerate real-time translation and subtitling

• Enhance content discovery and regional outreach

• Use data intelligence to identify communication gaps

Global Creative Economy and India’s Role

The global creative economy, comprising content, design, digital art, cultural products, and interactive experiences, is currently valued at over $2 trillion. With AI transforming workflows, the sector is entering a new growth phase.

India, with its youth-driven creator base, linguistic diversity, and rising digital penetration, has the potential to emerge as a leader—provided its AI infrastructure is responsive to local needs.

Mr. Jaju highlighted that India’s edge lies in combining deep cultural traditions with next-gen innovation, particularly through its strong STEM and startup ecosystem.

Public Sector and Startups: A Collaborative Future

In a departure from the past, the Ministry is actively collaborating with startups, academic institutions, and innovation hubs to build public infrastructure and knowledge platforms.

"AI will not be confined to elite institutions or megacities," Jaju noted. "It must serve India's villages, tribal communities, and linguistically diverse populations."

The Ministry is also working on:

• Open-source datasets for Indian languages

• Multilingual media production frameworks

• Policy guidelines for ethical and inclusive AI

• Strategic partnerships with global AI platforms

India’s AI Moment Is Now

With the global race to dominate AI intensifying, India is positioning itself uniquely—not by mimicking Silicon Valley but by building solutions that address real Indian problems, in Indian languages, and with Indian cultural relevance.

The WaveX platform, and initiatives like Kalaa Setu and Bhasha Setu, are the first serious national efforts to create an ecosystem where AI supports the grassroots creative economy, rather than merely automating existing systems.

By ensuring that startups, academia, and government work in tandem, the Ministry of I&B hopes to institutionalise innovation, making India a global leader in creative AI by 2030.

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