Indian States Attract Media GCCs Beyond Tech Hubs with Incentives
Uttar Pradesh, Gujarat, and Andhra Pradesh are vying to attract Global Capability Centres (GCCs) in the media and entertainment sector by offering tax and infrastructure incentives. This move aims to expand India's GCC landscape beyond traditional hubs like Bengaluru, with a rising demand for AI-led workflows and platform engineering in the industry. Global media, streaming, gaming, and ad-tech companies are seeking new talent pools and lower operating costs.
Key Takeaways
- Uttar Pradesh's Global Capability Centers Policy 2024 offers cluster-led incentives, land subsidies, and stamp-duty exemptions.
- Andhra Pradesh's IT & GCC Policy 2024-2029 focuses on capital investment support, employment-linked incentives, and digital infrastructure.
- Gujarat's GCC Policy 2025-30 uses the GIFT City ecosystem and emphasizes analytics and platform-oriented services.
- EY reports 83% of GCCs are investing in generative AI, and 58% in agentic AI, indicating a shift towards advanced tech work.
- AI-linked roles accounted for 44% of jobs in India's media and communication GCCs in 2025, up from 21% a year prior.
Why It Matters
The geographical diversification of Global Capability Centres (GCCs) in India signals a strategic shift for media and streaming companies looking to optimize operational costs and access specialized talent. As global media and ad-tech firms deepen their India operations, the competition for talent and increasing costs in established hubs like Bengaluru are pushing growth into new regions. This expansion suggests a future where critical platform engineering, advertising technology, and AI-led workflows are distributed across a broader Indian footprint. Watch for specific announcements from major streaming and media companies on their new GCC locations and the types of functions they establish in these emerging hubs.
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