Photo credit: Amazon

Amazon India has joined hands with the country’s information and broadcasting ministry to promote local content.

The firm will promote made-in-India content on a global scale. It will also provide internships and scholarships to students from state-run film institutes.

Amazon.in will also curate a storefront feature to promote books and journals reflecting India’s heritage from the ministry’s publication division.

This partnership will involve several of Amazon’s services in India such as Prime Video, miniTV, Amazon Music, Alexa, IMDb, and its marketplace business, according to a statement.

The country’s competitive over-the-top streaming market is currently led by Disney+ Hotstar, which has 50 million subscribers. Amazon Prime Video is a distant second with around 20 million subscribers.

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For its marketplace business, Amazon India saw a 36% year-on-year jump in income in its 2022 financial year at US$5.6 billion. Its losses also reduced by 8% to US$834 million during the period.

In January, the company began laying off nearly 1% of its workforce in India, which translates to around 1,000 employees.