May was a month of magical bonanza for United Kingdom-India relations. The long-anticipated Free Trade Agreement was ratified by both Prime Ministers, and it was another milestone that illuminated a different but equally significant dimension of their partnership: culture.<\/p>\n
On May 2, U.K. Secretary of State for Culture, Rt Hon Lisa Nandy, and India\u2019s Minister for Culture, Gajendra Singh Shekhawat, signed the Programme of Cultural Cooperation (POCC). This landmark agreement promises to light up the cultural corridor between the two nations, reaffirming their shared creative spirit. <\/p>\n
The POCC outlines five programme areas: digital technologies for culture, exhibitions and collections, performances and events, cultural property, and sustainability. These themes directly support the creative economy, a core sector driving the U.K. government\u2019s industrial strategy. This agreement signals a shared commitment to cross-cultural collaboration and economic growth. <\/p>\n
Before arriving in Delhi to sign the POCC, Ms. Nandy, the first Labour Cabinet Minister of Indian heritage, was the highest-ranking international delegate at the World Audio Visual & Entertainment Summit (WAVES) Summit, held in Mumbai. In her keynote, she powerfully highlighted the collaborative potential of the India-U.K. cultural and creative industries, sustainable by nature and an employment multiplier. <\/p>\n
The growth of the creative arts sector <\/p>\n
Globally, the creative arts sector is rapidly growing, projected to reach 10% of global GDP by 2030. At the G-20 New Delhi Leaders\u2019 Summit in 2023, global leaders unanimously called for greater investment in the sector. India hosting WAVES for the first time underscored its commitment, resulting in significant business deals and international agreements. <\/p>\n
The POCC between India and the U.K. builds on this momentum. It brings together the Indian Ministry of Culture, the U.K. government\u2019s Department for Digital, Culture, Media & Sport and the British Council in India, alongside major U.K. cultural institutions \u2014 including Arts Council England, the British Library, the British Museum, the Natural History Museum, and the Science Museum Group. With over 1,700 accredited museums in the U.K., the scope for partnerships with their Indian counterparts is tremendous, especially around leveraging digital technology for sharing cultural experiences and heritage. <\/p>\n
At its core, the POCC signals hope: the creative economy can foster a more inclusive future, encompassing tech-driven sectors such as gaming, digital content, film, OTT, television and more \u2014 creating opportunities for skilled workers and innovators. <\/p>\n
That is great news for India. With its deep cultural heritage, cutting-edge technology, skilled artisan base, and the world\u2019s largest youth population, India is uniquely positioned to lead. India\u2019s creative economy, valued at $35 billion, employs nearly 8% of its workforce, second only to agriculture. According to the Asian Development Bank\u2019s report (2022), \u2018Creative India: Tapping the Full Potential\u2019, six of India\u2019s top 10 creative hubs \u2014 from Badgam in Jammu and Kashmir to Tiruppur in Tamil Nadu \u2014 are in non-metro regions. This shows India\u2019s diverse cultural heritage. India, with over 300 universities and 3,000 colleges offering courses in design, arts, and architecture, is nurturing a global creative workforce. <\/p>\n
A role for the U.K. <\/p>\n
In 2023, during India\u2019s G-20 presidency, the U.K. played a pivotal role in supporting the cultural agenda. Artistic partnerships, creative project grants, and year-long cultural exchanges, such as Wales in India, which culminated at the 2024 Hornbill Festival in Nagaland, furthered that agenda bilaterally, redefining India-U.K. cultural ties and building lasting bonds. <\/p>\n
Why do these global partnerships matter so much? <\/p>\n
First, the creative economy is evolving rapidly. It faces challenges including skilled labour shortage. To meet this, we need sustained investment in education, vocational training and apprenticeships. International collaborations can help empower creative professionals with global competencies and best practices. <\/p>\n
Second, emerging technologies such as Artificial Intelligence and augmented reality and virtual reality (AR\/VR) are transforming the sector. As the British Council\u2019s recent report, Arts and Technologies in India: Reimagining the Future argues, it is time to integrate it into India\u2019s creative education framework. Cultural exchange and cross-border partnerships can support professionals in navigating this digital shift. <\/p>\n
India\u2019s creative canvas is expanding, driven by cultural wealth, youth potential, and a bold vision. Prime Minister Narendra Modi envisions India as a global creative hub \u2014 and with a three-pronged approach focused on education, skills, and international collaboration, we are well on our way. But it will require sustained cooperation between government, industry and academia to make that vision a reality. <\/p>\n
Businesses and projects <\/p>\n
Indian companies, too, are doing their bit. Take Royal Enfield, the iconic U.K.-India motorcycle brand, which is working in the Himalayas through its Social Mission. In partnership with UNESCO, it is helping to safeguard intangible cultural heritage and working with over 580 artisans through its textile conservation project, The Himalayan Knot. This initiative not only preserves sustainable textile traditions but also creates new market linkages for craft communities. Ms. Nandy heard this story first hand at the reception hosted in her honour by British High Commissioner Lindy Cameron and this writer in Delhi, where the Serendipity Arts Festival\u2019s Birmingham chapter was also launched \u2014 a moving reminder of how businesses can be storytellers too. <\/p>\n
What truly binds the U.K. and India together are their people and their stories. In a world grappling with conflict and uncertainty, culture and creativity remain among the most time-tested healers of relations between people and nations. And in that, we have every reason to celebrate \u2014 and invest in \u2014 the creative spark that unites us. <\/p>\n
Alison Barrett, MBE, is the Country Director India at the British Council<\/b><\/p>\n
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