The inflight entertainment (IFE) sector in India is witnessing unprecedented growth, driven by the country’s booming aviation market and rising demand for high-quality, personalized content. Over the past decade, Shemaroo Contentino, a subsidiary of Shemaroo Entertainment, has emerged as the undisputed leader in premium Indian content distribution for airlines, marking 10 successful years of transforming entertainment in the skies.
When Shemaroo Contentino entered the inflight distribution business, the segment was largely ignored and lacked transparency. The company stepped in with a vision to create a long-term, strategic model. The aim was to ensure visibility for content owners and create meaningful revenue opportunities. Over the years, this approach has built strong partnerships across the ecosystem, including content owners, airlines, and content service providers. It has cemented Shemaroo Contentino’s position as the leading player in the industry.
Today, the company commands a dominant 90% share of premium Indian content in IFE, offering over 3,000 movies, 25,000 TV episodes, and 1,500 music tracks across more than 15 languages. From its early days of supplying content to a handful of airlines, Shemaroo Contentino now partners with over 100 carriers globally, including Emirates, Air India, Etihad, Singapore Airlines, Qatar Airways, Qantas, Delta Airlines, United, ANA, Saudia Airlines, Air New Zealand, Riyadh Air, Virgin Atlantic and many more.
This growth has been powered by deep collaborations with 125+ content partners, ranging from Bollywood giants like YRF, Dharma Productions, Applause Entertainment, Maddock, Jio Studios, Z Studios, and JioStar to regional leaders such as SVF, Whitehill Studios, A P International, Homescreen and Mango Movies. By leveraging consumer insights, the company has driven regional content adoption in Tamil, Malayalam, Telugu, and other languages, while also pioneering the introduction of OTT shows to inflight programming. Popular titles such as Scam 1992: The Harshad Mehta Story, Rocket Boys, Koffee with Karan, and Undekhi have since become staples on many international airlines.
Reflecting on the milestone, Mr. Murtuza Kagalwala, Managing Partner at Shemaroo Contentino, said “This 10-year journey has been about more than just content distribution. It has been about building trust, transparency, and value for every stakeholder in the ecosystem. From educating content owners on the commercial potential of inflight entertainment to helping airlines design culturally relevant programming for their passengers, we have always believed in innovation backed by insights. As we celebrate a decade of success, we are excited to chart the next phase of growth with new technologies, wider partnerships, and more compelling storytelling that reflects the richness of Indian entertainment.”
As Shemaroo Contentino looks ahead, the company is set to explore new frontiers in wireless streaming, connectivity, and multilingual content to further strengthen its global presence and deliver unparalleled entertainment experiences to travelers worldwide.
