orange economy:
Introduction: What Is the Orange Economy?
In a recent speech, Prime Minister Narendra Modi brought attention to the Orange Economy, a term unfamiliar to many but deeply relevant in today’s rapidly evolving economic landscape. Sometimes referred to as the Creative Economy, the Orange Economy encompasses industries driven by art, culture, creativity, technology, and innovation. This includes sectors like film, music, design, fashion, advertising, digital content, gaming, and publishing.
PM Modi’s mention of the Orange Economy signals a pivot towards recognizing creativity and culture as vital engines of economic growth. But what does this mean for India, a country rich in heritage but often lacking structural support for creative industries?
The Promise of the Orange Economy in India
India, with its centuries-old traditions, youthful demographic, and growing digital infrastructure, is uniquely positioned to benefit from the Orange Economy. Some promising areas include:
- Bollywood and Regional Cinema: With global streaming platforms seeking local content, India’s film industry has the potential to become a global storytelling hub.
- Digital Art and Gaming: India’s burgeoning gaming industry is expected to cross $8.6 billion by 2027.
- Handicrafts and Fashion: India is home to over 7 million artisans whose work can gain global recognition through e-commerce and cultural branding.
- Music and Performing Arts: Platforms like Spotify and YouTube have given a stage to regional music and independent artists.
PM Modi’s emphasis could be seen as a clarion call to unlock this potential and integrate creativity into the formal economy.
A Critical Look: Challenges of the Orange Economy in India
While the idea is aspirational, several systemic challenges need to be addressed for the Orange Economy to thrive:
1. Lack of Institutional Support
Creative fields are often unregulated, underfunded, or informal. Unlike manufacturing or IT, creative workers rarely have access to credit, health insurance, or labor protections.
2. Skill Development Gaps
Despite the talent, India lacks structured educational programs in animation, game design, creative writing, and sound engineering. This affects quality and global competitiveness.
3. Unequal Access to Platforms
Urban centers dominate creative output. Rural artists and artisans, despite rich heritage, are underrepresented in mainstream markets due to digital divides and limited market linkages.
4. Copyright and IP Enforcement
Weak intellectual property rights enforcement discourages innovation. Creative entrepreneurs need stronger protection mechanisms to secure revenue streams.
5. Cultural Commodification
Over-commercialization risks reducing India’s rich cultural heritage to mere commodities, eroding authenticity and local context.
Government Role and Policy Framework
If PM Modi’s vision is to be realized, it will require more than rhetoric. Some necessary policy interventions include:
- Incentives and Tax Benefits: For startups and MSMEs in the creative sector.
- Cultural Infrastructure Development: Dedicated zones, festivals, museums, and marketplaces.
- Creative Incubators: Like tech incubators, creative labs can nurture ideas from rural, tribal, and marginalized communities.
- Digital Empowerment: Bridging internet access and training gaps, especially in rural India.
- Strengthening IP Laws: To protect creators and promote ethical practices.
Global Context: Learning from Other Countries
Countries like South Korea, through its “K-Wave” cultural export strategy, and Colombia, where the Orange Economy term originated, have used creative industries to drive both soft power and GDP growth. India must tailor these models to its diverse context.
Human Impact: Beyond Economics
The Orange Economy is not just about GDP—it’s about identity, self-expression, employment, and empowerment. When a weaver in Kutch sells her work globally or a Dalit poet finds a platform on Instagram, it’s not just an economic transaction—it’s social transformation.
India’s youth are not just job seekers; they are creators. The government and private sector must nurture this potential not just for profit, but for cultural preservation and human dignity.
Conclusion: Will Words Translate into Action?
PM Modi’s reference to the Orange Economy is timely and visionary, but vision without policy is poetry. As India enters a new age of digital innovation and cultural globalization, investing in creativity could be its most inclusive and sustainable strategy yet.
For the Orange Economy to be more than a political soundbite, it must be built on real-world support, equal opportunity, and ethical development—ensuring that India’s creative spirit doesn’t just survive but thrives on a global stage.