“…Indian filmmakers and officials have been flabbergasted by China’s growing interest in Bollywood, causing them to scramble to find out how to thrive at the world’s leading box office, with over 80,000 cinema screens and the most significant cinema admission (Laskar, 2018; Shah et al, 2020). Previous studies on the Indian film industry (Ebrahim, 2009; Hassam & Maranjape, 2010; Hong, 2021; Karan & Schaefer, 2020; Lujia, 2019; Pulugurtha, 2022; Roy, 2012a; Sen, 2019; Sinclair & Harrison, 2016; Srinivas, 2013; Wei, 2021; Yifan, 2020; Zeyuan, 2021; Ziqi, 2021) have shown the presence and enthusiasm for mainstream Indian films in diverse regions and countries with a sizeable Indian diaspora. China and North America remain dominant markets, while Indian cinema is still struggling to recover since the COVID-19 pandemic (PWC, 2021).…”