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How Netflix India Finalizes Projects, New Seasons For Shows
When Netflix India announced Mismatched in 2020, little did anyone know that the show would not only win audiences' love but will also reach such a height where it will be renewed for four seasons. Or, for that matter, Delhi Crime. The show, a passionate and poignant narrative based around the infamous 2012 Delhi gangrape case, has had two successful seasons, one International Emmy win, and the third season is now under works. In an email interview, Netflix India Web Series head Tanya Bami dives deep into the process of greenlighting projects for the platform, deciding whether or not to renew them for new seasons and more.
Netflix India has had some surprising hits in the past year or so - Kohhra, Rana Naidu and Maamla Legal Hai being some of the biggest examples. These are shows that are rooted in the realities of India, especially the lower middle-class India.
Tanya Bami interview: Netflix India and a surging demand for gripping shows
Bami shares that Netflix does not follow one single model for all stories when it comes to deciding whether a web series should be renewed for another season. 'Some stories are built with a long arc in mind from the start, while others earn that next chapter through the love they receive after release. It's never just about how many people watched - it is about what the story meant to them, the characters that live with them and often make it on our social media feeds.'
Asked about her process of choosing projects for Netflix India, she says the emotional connection of stories matter when deciding. 'When a unique idea draws audiences in with an emotional hook, that's the kind of 'hookiness' we aim to look for in our stories. The other crucial filter is characters. The characters stay with the audience - the characters we love and the ones we hate. The story, its characters and their emotions are what makes a series memorable and distinct. All of this stems from the diversity of creative voices, our writers, creators and their teams who are able to land all these wonderful stories that we are proud to take from India to the world.'
While TV serials have been the biggest source of entertainment for decades in the country, Bami believes the long format storytelling is relatively new in India. 'We've been able to bring the best of two worlds together. Building compelling characters like television, unravelling the propulsive-ness of the story with the cinematic quality of films. It's been a joy to discover and tell these stories and now we are working together intensely on bringing back our fan favorites soon so that our audiences can enjoy the characters they love.'
Citing examples of four seasons of Mismatched, three seasons of The Great Indian Kapil Show, and the second seasons of Kohrra and Black Warrant, she insists that her team strives to 'evolve, reinvent, program and create stories keeping in mind the discerning audience tastes of today.'
When Ravi Kishan's Maamla Legal Hai landed on Netflix, it was a fresh breath of air. The show was everything that Netflix had not touched before – not exotically Indian but rustically Indian, a complete insider's view of the not-so rich in the country. The show has now been greenlit for another season.
Bami promises to expand the chaos adding that Kusha Kapila is set to join the new season. 'Maamla Legal Hai is our breakout charming workplace sitcom that became an instant favorite for its wit and relatability. The new season is smart, satirical and full of surprises.'
'There's a special kind of joy, nervousness and excitement in bringing back shows that have truly found a home in people's hearts. Each of these shows has carved a deep connection with our members, and their return was shaped by both audiences love and the creators' clarity of vision for how the story moves forward.'
She adds that Rana Naidu is a family drama wrapped in the thrill and adrenaline of a big-screen thriller. "All the action, emotion, and twists that fans expect - that kind of high-stakes storytelling is why Rana Naidu felt right to bring back (for a new season).'
Asked about the new season of The Great Indian Kapil Show, Bami says, 'Indian audiences have a massive appetite for variety- that's something we lean into with intention. It is more than just a comedy—it's a weekend tradition for Indian families across the country and hopefully the world. Being a staple for Indian audiences, the core format of the show needed no reinvention. Instead, we worked to curate the show, refine it and make every episode a unique experience. In the case of this show, we felt, less is more. The show still makes its way to members' homes every weekend, but we've defined its run across 13 parts (weekends) twice a year.' Bami adds that her team works closely with Kapil's team to invite diverse public figures (Deepinder Goyal, Narayan Murthy, Ed Sheeran, and Salman Khan, among many others).
Elaborating on the variety of genres that work for Netflix India, she says, 'Our audiences also crave emotionally charged, high-stakes storytelling. Titles like Rana Naidu, Kohrra, our Khakee franchise have all found a deep resonance because they offer gripping drama, layered characters, and an unflinching look at human complexity. What's exciting is how different genres are working side by side."
"Mismatched brought the young adult romance genre into the mainstream. Across all three seasons, it features a diverse range of songs by emerging indie artists, offering a platform to fresh voices in the Indian music scene. Black Warrant carved out a distinct voice in the crime genre by flipping the lens—from the prisoner to the jailer. The Royals gave the rom com a modern, glamorous twist, while Maamla Legal Hai turned the everyday world of a Patparganj court into a sharp and satirical one. What we've learned is that genre is simply the container—what truly matters is the soul of the story and the passion of the storyteller. This is what makes audiences press play and stay.'
Insisting on the vast potential and diversity of rooted stories from India, she says, 'Our focus is local—because we believe that's where the most powerful and resonant storytelling comes from. India is not one audience, it's many. We create original and engaging stories when they reflect the language, nuance, and rhythm of a place. That kind of storytelling travels."
Indian films and shows have been constantly making it to Netflix's global viewership charts for some time now. Bami calls it a reflection of India's talent and creativity. 'We feel proud and grateful to help take these stories to a wider stage. It's incredibly heartening to see Indian stories connecting with audiences around the world. Our creators are telling stories that are rooted in culture but speak to emotions and experiences that are universal. Whether it's the visual splendor of Heeramandi or the heartfelt simplicity of Maamla Legal Hai or the romance of The Royals, these titles reflect the richness and range of Indian storytelling.'
Netflix India had some of the most powerful and popular documentaries in the past few years. These include Curry & Cyanide: The Jolly Joseph Case, The Indrani Mukerjea Story: Buried Truth, and Yo Yo Honey Singh: Famous. Bami believes their popularity prove that documentaries can also drive conversation and fandom.
In India, the shift from preachy shows made way for more populist entertainment formats which involved morals more than emotions. The new age audience is now seeking all kinds of experimental content that offers emotional connection.
'Time is an investment, and the audience seeks value for their investment. At the same time, they are very generous as well. They sample a wide array of content but they champion content that provides emotional gratification instead of creative indulgence. Today's viewers move fluidly across genres, formats, languages—they might binge a sitcom like Maamla Legal Hai and follow it up with a quirky romance like The Royals and then dive into the crime drama world of Dabba Cartel. Audiences are ready for more—and we're excited to meet them there," she signs off.
(This conversation has been edited and condensed for clarity.)
