In November 2024, the ICC Immersion program brought together French and Indian entrepreneurs from the Cultural and Creative Industries (CCI), enabling dialogue, exchanges of ideas, and business collaborations in one of the world’s most vibrant and fast-growing markets—India.

Organized by The French Institute in India and Business France, this unique investment initiative was designed to provide French entrepreneurs with an exclusive immersion into India’s booming creative industries. The program aimed to help them navigate the dynamic Indian market while forging meaningful connections with local partners.

Participating companies

In a carefully curated selection, six French companies were chosen for their expertise across two dynamic verticals: Music and Cultural Planning. 

These innovative companies, with a strong international growth potential, are recognized for their cutting-edge technologies, disruptive business models, and were eager to explore and navigate India’s diverse and evolving market.

Find out more about the selected companies:

Upton Park – An independent record label and music publisher, managing catalogs that have been featured in films and television series. 

Mood Booster Group – A music content and production company comprising 15 conglomerates offering a full range of music services. 

Avesta Group – A consultancy specializing in multi-stakeholder cultural projects, including work on the Louvre Abu Dhabi and the Grand Egyptian Museum, with over 200 projects across 30 countries. 

BeauxArts Consulting – A renowned consultancy in art and culture, focused on building stakeholder and public engagement at cultural sites. 

NP2F Architectes – An architecture and urban projects firm with a diverse portfolio ranging from sport facilities, housing, and public spaces. 

Studio Adrien Gardère – A museography and scenography firm known for designing impactful cultural spaces and exhibitions, with several completed projects in India.

Virtual Onboarding and Immersion Stages

Step 1

Stage 1 offered a 4-5-week virtual onboarding with expert-led sessions providing deep insights into India’s market, legal frameworks, and cultural dynamics. Esteemed Indian and French professionals shared their valuable expertise online.

Step 2

Stage 2 (Nov 14–23, 2024) was a 10-day onsite immersion in Mumbai, Bangalore, and Delhi, featuring business dialogues, group visits, B2B meetings, and networking events as follows:

In Mumbai, participants explored India’s dynamic music industry with insights from leading companies like Believe, Spotify India, and Netflix India, along with public agencies such as IPRS. Discussions delved into key topics such as copyright management, the rapid growth of music streaming, market share challenges, and subscriber behavior.

Simultaneously, French architecture and cultural planning firms met with Indian counterparts, including sP+A, and were introduced to private cultural initiatives such as Sarmaya Arts Foundation, and JSW Foundation, to gain a deeper understanding of how India’s diverse climate influences architectural and curatorial practices. Visits to prominent cultural institutions like the Nita Mukesh Ambani Cultural Centre (NMACC) and the Chhatrapati Shivaji Maharaj Vastu Sangrahalaya (CSMVS) provided a on India’s arts and heritage scene, where traditional and contemporary narratives coexist seamlessly.

A visit to the Art Mumbai fair and participation of some of our companies in their talk series was the perfect opportunity to experience the growing art scene in the city. A networking evening at Soho House Mumbai offered an excellent platform for targeted interactions bringing together influential professionals and fostering meaningful connections within India’s creative and cultural industries. 

In Bangalore, participants explored innovation-driven initiatives, experiencing the synergy of arts, science, and technology during visits to the Science Gallery Bangalore and the Museum of Art & Photography (MAP). At MAP, they gained valuable insights into the evolving landscape of Indian museums, particularly in their gradual adoption of digital tools to enhance art experiences. The Prestige Group’s business developments as well as its philanthropic initiative, PATI (Public Arts Trust of India), were also highlighted and discussed.

Discussions with the South Indian Music Companies Association and Neon Culture shed light on opportunities in regional music markets and the rising prominence of independent artists.

In Delhi, participants gained an in-depth perspective on India’s creative economy. Music companies interacted with Songdew, ENIL, and PDL to explore challenges within India’s rapidly evolving music industry. The group also delved into India’s visual arts landscape with visits to the Kiran Nadar Museum of Art (KNMA) and the Serendipity Arts Foundation. Urban planning and architectural innovation were explored through meetings with Studio Lotus and the Delhi Urban Art Commission, providing an understanding of how they are intersecting creativity with infrastructure development.

A visit to the newly opened Humayun Tomb Museum exemplified how new cultural institutions are flourishing in the city, creating opportunities for showcasing collections and developing cultural content of high standards. Additionally, discussions with institutions like The Design Village highlighted the growing significance of education’s contribution to this dynamic cultural landscape.

A meeting with the Ministry of Culture reinforced India’s commitment towards cultural preservation, strategies to bolster its creative and cultural industries, broaden public engagement and various government-led initiatives and to promote art and homegrown talent.

Step 3

Stage 3 will focus then on post-mission follow-up, fostering long-term engagement and collaboration between French participants and their Indian counterparts to capitalize on identified opportunities.

India as a Hub for Innovation and Cross-Border Partnerships

The ICC Immersion India program highlighted India as a vibrant market and an attractive destination for cultural investment. It brought together two creative powerhouses—France and India—facilitating cultural exchanges and paving the way for future cross-border collaborations, innovation and shared growth. We sincerely thank all participants, distinguished guests, and local partners for their invaluable contributions, which made this initiative a resounding success.