MUMBAI: Eight years may seem young, but Kumarmangalam Birla-owned, Sameer Nair-led Applause Entertainment has already muscled into the top tier of India’s content business. Since its 2017 launch, the studio has churned out more than 50 original series, films and documentaries across every major streamer — from Netflix and Amazon Prime Video to Disney+ Hotstar, Zee5 and Sony Liv.
Operating on what it calls a “hub and spoke” model, Applause invests upfront in content, collaborates with producers such as Banijay Asia, BBC Studios, Rose Audiovisuals and Emmay Entertainment, and then syndicates the finished work to platforms worldwide. Its catalogue includes both original dramas and Indian adaptations of acclaimed books and international formats.
After shaking up the digital series market, Applause has shifted gears into films with titles like Iftikaar, The Rapist and Aruvi. It has also launched Applause Productions, whose debut project is the Indian remake of Fauda. In animation, it has struck an exclusive deal with Amar Chitra Katha to reimagine 400-plus comics for global audiences and under the Appla Toon brand on YouTube.
It recently partnered with author Jeffrey Archer to adapt his books into series or movies.
Nair has built a seasoned team backing him up, with Deepak Segal as chief creative officer, Prasoon Garg as chief business officer, Sunil Chainani heading films, Maansi Darrbar heading Applause Productions, Siddharth Khaitan heading special projects like Gandhi and Scam, and Devnidhi Bajoria overseeing marketing.
With scores of projects in the pipeline, the studio is plotting a push beyond India into documentaries, infotainment and even gaming.
Eight years in, Applause is just clearing its throat. And loving the viewing audience’s critics’ applause.


