Luminary, the world’s leading subscription podcasting and audio network, launches in India with two inspiring new shows featuring Masaba Gupta and Konkona Sen Sharma
- Led by JioSaavn co-founder and former CEO, Rishi Malhotra,
Luminaryis known for its unique audio shows combining sound design, music, archival footage, and smart dialogue.
- The company is launching in India with two original
South Asian podcastsfeaturing Masaba Gupta and Konkona Sen Sharma.
The network arrives in India with a focused goal of creating a refined podcast listening experience, serving as a ‘cultural label’ for the voices of India. Luminary’s pioneering format – best exemplified through its award-winning podcast, The Midnight Miracle, hosted by Dave Chappelle, Talib Kweli and Yasiin Bey – caters to an audience that actively seeks smart, entertaining, and dynamic audio content.
Having seen considerable success globally with names like Chappelle, Lena Dunham, and Russell Brand, Luminary will extend its content legacy to the Indian market. Luminary will develop and curate localized stories with a global appeal.
Launching two original South Asian podcasts in India
First on Luminary is Barefoot Boys, one of India’s greatest sports stories. The podcast will recreate the untold story of 11 barefooted Indian football players who defeated a trained, experienced British team during a 1911 match. Giving voice to the real-life ‘Lagaan’ moment is National Award-Winning Actor Konkona Sen Sharma.
In How I Masaba, the iconic business and creative leader Masaba Gupta takes a seat opposite fellow pioneering women who are breaking ceilings, barriers and boundaries. In this light-hearted, insightful business-meets-life podcast, Masaba will get chatty with the changemakers, taste-makers and the trend-setters of modern India, setting the pace for the next-gen ‘sheroes.’
Talking about her upcoming podcast, Masaba Gupta shares “I was always interested in back stories of badass women who have conquered so much. This is going to be really special since I get to talk to women I am inspired by every day! Expect a non-preachy, honest and crazy exchange of ideas, stories, and even mishaps.”
Commenting on the concept of Barefoot Boys, Konkona Sen Sharma said “The tale of Barefoot Boys is timeless. It will stand the test of time even 100 years from now. This is the power and guts of the story. I am honored to tell this story, as a Bengali and more so as an Indian. Luminary has done a great job bringing this concept to fruition, which I am sure will be well-appreciated by audiences”
Luminary forays into India
Luminary plans to address and innovate the content and business models in India by leading the country’s untapped paid-subscription audio listening base.
Commenting on the market entry, Rishi Malhotra, Luminary CEO said, “India is an important growth market for podcasting, storytelling, and Luminary. Our shows truly blur the lines between podcast and art, and we’re excited to bring this unique approach into one of the world’s most rich and dynamic cultures. There are endless stories to uncover in India, and we look forward to telling them through a premium, subscription-based model that entertains and elevates.”
Luminary will work towards building a premium podcast space where discerning listeners can access high quality podcast productions through a subscription model. The network invests talent and funds to ensure a superior listening experience. India is the third largest podcast consumer having 57.6 million monthly listeners (PwC's Global Entertainment & Media Outlook 2020). Amidst this vast listener base, Luminary recognises the unexplored readiness of avid consumers to turn subscribers to access first-rate content.
Luminary has also partnered with Times Bridge to scale and expand its reach in India. The US-based network presents original content from superstar content creators across music, sports, comedy and culture and has won awards from the prestigious outlet The New Yorker, as well as The Webby Awards and Adweek to name a few.
AdvertisementViral Jani, EVP & India Country Head, Times Bridge said, "Luminary's entry in the Indian market coincides with the exceptional growth in audio consumption across the country in recent years. With its vibrant cultural and demographic diversity, India is now the world’s third-largest podcast market, after China and the United States, where consumers are increasingly turning to high-quality audio experiences for entertainment, self-improvement, and awareness. We are delighted that Luminary is bringing its premium audio experience with Indian original shows to India’s thriving podcast market and are committed to furthering its mission of revolutionizing the non-music audio entertainment space in the country."
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