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.
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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