Crunchyroll’s Anime Ambitions: Cultivating India’s Otaku Culture
For Ashwath Nair, the allure of anime began in the early 1990s with the broadcast of Robotech on Indian television. Captivated by its varied genres, intricate narratives, and distinct visual style, Nair and countless others became devoted fans. However, early exposure was limited, restricting viewers to a handful of mainstream titles aired for only a few hours daily. This scarcity drove many, including Nair, to seek out alternative means of accessing anime content.
The Piracy Era and Crunchyroll’s Entry
Limited access to anime on Indian television, primarily due to high licensing costs, sensitivities around mature themes, and rising censorship, spurred a surge in piracy. Fans, desperate for more content, resorted to illegal streaming websites. Nair, now a 36-year-old photographer and filmmaker, recounted his experience, stating that he and other fans “started sailing the high seas and being absolute online pirates” to enjoy their favorite anime. In the last two years, Crunchyroll, the leading global anime streaming platform, has aggressively expanded its presence in the Indian market, offering a legal and accessible alternative to the pirate websites that were once the only option for many Indian anime enthusiasts. This signals a shift in how Indian audiences consume anime.
Crunchyroll’s investment in the Indian market indicates a broader strategy to cultivate and capture the growing anime fandom in India. With increasing access to legal and affordable streaming options, the platform hopes to convert a nation of former online pirates into dedicated subscribers and foster a thriving anime community.
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