Actor Ayushmann Khurrana said India’s media opportunity lies in creating value rather than content volume, at the FICCI Frames 2026 conference in Mumbai. Stories rooted in Indian life can travel globally, he said.

The event, held on September 29 and 30, carries the theme “India’s Media Moment: Creating Value in an Age of Infinite Content”. Khurrana argued that authenticity, not output, will decide which stories succeed.

The media and entertainment industry grew 9 percent in 2025 to Rs 2.78 lakh crore, according to the FICCI-EY report. The sector employs about 2.75 million people and is projected to reach Rs 3.3 lakh crore by 2028.

Industry veteran Uday Shankar received the Lifetime Achievement Award at the event. The conference brings together filmmakers, broadcasters and digital platforms each year.

Streaming and regional content continue to drive growth. Khurrana’s message resonated with producers betting that rooted storytelling can win both Indian and international audiences.