A woman weaving fabric.

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Mapping India’s creative industries to identify new collaborative opportunities

Bollywood, handicrafts, textiles, and festivals… creative industries are a massive part of the Indian economy, yet the potential for collaboration in this area is not necessarily appreciated by the rest of the world.

A new Loughborough University-led project looks to map growth and innovation in the Indian Creative Industries in a bid to increase partnerships between UK and Indian businesses and researchers.

The project, which is headed by Graham Hitchen and brings together UK and Indian universities, is one of several projects funded by UK Research and Innovation (UKRI) that were announced following Prime Minister Boris Johnson’s visit to India.

The Loughborough research will generate a ‘heat map’ of the creative industries and deep dive into key opportunity sub-sectors to identify where there may be the greatest potential to grow or develop India-UK research and innovation collaboration.

Mr Hitchen, the Associate Dean for Enterprise for Loughborough University London and a Senior Enterprise Fellow within the Institute for Media and Creative Industries, said: “We will be making a series of recommendations about future research and innovation collaborations between India and the UK, which we hope will lead to a programme of investment.

“We have a fantastic team, made up of UK and India-based researchers. It’s very collaborative with researchers based at Loughborough, Glasgow, Jindal, and Shiv Nadar Universities.

“We’re delighted to have been awarded this funding, to help build an understanding of such an important set of sectors in India.”

Further information on the project, titled ‘Overview and mapping of the Creative Industries in India’, can be found on the dedicated UKRI webpage

Notes for editors

Press release reference number: 22/94

Loughborough is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.

It has been awarded five stars in the independent QS Stars university rating scheme, named the best university in the world for sports-related subjects in the 2022 QS World University Rankings and University of the Year for Sport by The Times and Sunday Times University Guide 2022.

Loughborough is in the top 10 of every national league table, being ranked 7th in The UK Complete University Guide 2022, and 10th in both the Guardian University League Table 2022 and the Times and Sunday Times Good University Guide 2022.

Loughborough is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’ and is in the top 10 in England for research intensity. In recognition of its contribution to the sector, Loughborough has been awarded seven Queen's Anniversary Prizes.

The Loughborough University London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking.