【Hostess in Heat】

Amazon is Hostess in Heatleaving no stone unturned in its push for Prime Video in India, its fastest growing market.

SEE ALSO: After bagging Shah Rukh Khan, Netflix nears deal with Aamir Khan

The ecommerce giant announced two new partnerships in India this week to expand its catalog for the local audience.

The company today bagged a deal with Kabir Khan, the Indian director and producer of Ek Tha Tiger.As part of the deal, Amazon secured exclusive online rights for his upcoming title The Forgotten Army. Amazon says it will be marketing the movie as an original.

The upcoming title will be directed by Khan, and is based on Subhas Chandra Bose’s Indian National Army, an armed force formed by nationalists to fight for India's independence from British rule.

Original image has been replaced. Credit: Mashable

"India has one of the richest and most vibrant entertainment industries in the world – Amazon is energized by the talent and the passion of India’s film industry and is excited to be making multiple Indian original shows already, with more to come," said Roy Price, Vice President and Head of Amazon Studios in a press statement.

The announcement comes a day after Amazon said it has inked a deal with Paramount for streaming rights of recently released Teenage Mutant Ninja Turtles: Out of the Shadows, Star Trek Beyond, and 10 Cloverfield Lane.

Mashable Top Stories Stay connected with the hottest stories of the day and the latest entertainment news. Sign up for Mashable's Top Stories newsletter By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy. Thanks for signing up!

As part of the deal, Amazon Prime Video in India will also offer titles from Paramount-owned Transformers, Indiana Jones, Mission: Impossible, Madagascar, Shrek, and Kung Fu Pandafranchises.

In a press statement, Nitesh Kripalani, the director and country head for Prime Video said the company is working on providing Indian customers with "best movies – be it local or international."

Content, alongside Prime Video’s incredibly affordable price point, remains the key for how Amazon is trying to "grab land" in India’s entertainment streaming market, analysts say.

Amazon began inking deals with local giant production houses and distributors in India long before it launched Prime Video in the country to gain access to their entire catalogs. Some of these partners include giants such as Vishesh Films, T-Series, and Dharma Productions.

Amazon has also secured rights for comedy content from over a dozen of standup comedians in the country. In the recent weeks, the company has also signed deals with Lionsgate and BBC to acquire international titles for the Indian audience.

In comparison, Netflix is still trailing in broadening its local content catalog for the Indian market. The company has been modestly picking handful of titles. Late last year, it partnered with Bollywood star Shah Rukh Khan for exclusive access to all of his Red Chillies Entertainment's titles.

Mashable exclusively reported last month that the company is in final stages of talks with Aamir Khan for rights of all of Aamir Khan Productions' titles. Sources say the talks are chugging along smoothly and the announcement could happen in "weeks."

But Amazon Prime Video has another weapon that Netflix lacks: a giant ecommerce platform. Earlier this month, the company said it will be bundling several Amazon apps including Prime Video on all the smartphones that are exclusively sold through its platform.

---

Featured Video For You

---

Alec Baldwin plays both Donald Trump and Bill O'Reilly in searing 'SNL' skit

---

Topics Amazon Prime Video Netflix

• Shopping
• Tech
• Entertainment
• Science
• Life
• Games
• Deals
• Digital Culture

• Nvidia DLSS: An Early Investigation
• Wordle today: The answer and hints for January 19, 2025
• Fritz vs. Monfils 2025 livestream: Watch Australian Open for free
• Los Angeles Lakers vs. LA Clippers 2025 livestream: Watch NBA online
• Instagram tests Storylines, a collaborative twist on Stories
• Draper vs. Vukic 2025 livestream: Watch Australian Open for free
• NYT mini crossword answers for January 18, 2025
• NYT Connections Sports Edition hints and answers for January 19: Tips to solve Connections #118
• This is the fattest of the extremely fat bears
• Shelton vs. Musetti 2025 livestream: Watch Australian Open for free

• When Dreaming Was Mind
• Cows and Clouds: Lois Dodd’s Early Paintings
• Remembering Robert Silvers, 1929–2017
• Anelise Chen: A Mollusk’s Guide to “Clamming Down”
• How ‘Les Misérables’ Was the Biggest Deal in Book History
• An Empty Saddle for Yevgeny Yevtushenko, Cowboy Poet
• Why We Keep Looking for Lost Jungle Cities
• Stung: New Paintings by Lamar Peterson
• Revisited: On Anselm Kiefer’s “Velimir Chlebnikov”
• The Best Video Game Handguns

• Music is the secret weapon of Mario Speedrunners
• NYT Connections hints and answers for January 19: Tips to solve 'Connections' #588.
• Michael Che and Michael Longfellow mourn the loss of TikTok on 'SNL' Weekend Update
• NYT Connections hints and answers for January 17: Tips to solve 'Connections' #586.
• 'Thunderbolts*' mid
• TikTok reinstates service after Trump promises to save the app with day one executive order
• Best speaker deal: Get 33% off the Beats Pill portable speaker
• NYT Connections Sports Edition hints and answers for January 19: Tips to solve Connections #118
• Amazon Book Sale: Shop early deals now
• NYT mini crossword answers for January 19, 2025

• Amazon Book Sale: Shop early deals now
• Los Angeles Lakers vs. LA Clippers 2025 livestream: Watch NBA online
• Best TCL QLED TV deal: Save $500 on this 85
• Best Apple Watch Ultra 2 deal: Save $60 at Best Buy
• The State of PC Gaming in 2016
• Lions vs. Commanders 2025 livestream: Watch NFL Playoffs
• Google declines to participate in European fact
• Washington Wizards vs. Golden State Warriors 2025 livestream: Watch NBA online
• Character AI reveals AvatarFX, a new AI video generator
• Dallas Mavericks vs. Charlotte Hornets 2025 livestream: Watch NBA online