Anime fans in India are having a moment of their own today, as Demon Slayer Kimetsu No Yaiba Infinity Castle storms into theatres with record-breaking bookings and even 5 AM screenings. The frenzy isn’t just about a beloved franchise, it’s about how anime has transformed into a marketing goldmine. From boAt’s Naruto-themed wearables selling out in days to The Souled Store building whole collections around iconic characters, brands have already shown that fandom here isn’t niche, it’s commerce. Today’s release is the clearest signal yet: anime in India isn’t just entertainment, it’s a cultural movement that marketers can no longer afford to overlook.
Anime fandom in India has evolved from a niche interest into a vibrant cultural movement. Large fan communities thrive on platforms such as Discord, Reddit, and Instagram, where fans share artwork, reviews, cosplay photos, and fan videos. Major cities like Mumbai, Delhi, and Bangalore host annual anime conventions like Comic Con, Anime Nation, Mela! Mela! Anime with cosplay contests and fan meet-ups.
According to Market research firm JetSynthesys, 83% of Indians prefer watching animated content, a number only reinforced by the current Demon Slayer mania sweeping across cinema halls. Platforms like Crunchyroll, Netflix, and Prime Video offer extensive anime libraries with growing localisation efforts, including dubbing in Hindi, Tamil, and Telugu, which has greatly expanded reach beyond metro areas.
The commercial side of anime culture is burgeoning with official merchandise sales including action figures, clothing, and collectibles. Licensing partnerships between Japanese and Indian companies have allowed for the official distribution of merchandise, supporting sustainable market growth.
Harsh Lal, Co- Founder, The Souled Store, shares that anime events offer brands an engaged and passionate community, and that’s exactly why The Souled Store has invested heavily in this space. He believes these aren’t passive audiences, instead they live and breathe the culture, much like the brand’s customers.
“For us, anime fans align perfectly with Gen Z and millennial consumers who value individuality and self-expression. Events create immersive spaces where fans interact with their favourite characters, making collaborations feel natural rather than forced. We leverage these moments through exclusive drops, cosplay tie-ins, and experiential stalls that build genuine connections, turning fandom into long-term brand loyalty,” he says.
Smart wearables brand boAt has also strategically tapped into the rising popularity of anime culture to connect with younger audiences. Recognising anime as a global youth phenomenon, the brand rolled out limited-edition product ranges inspired by popular series, blending style with fandom. Notable collaborations include tie-ups with Naruto, where boAt launched anime-themed audio devices and wearables that resonated strongly with fans.
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Vedansh Kumar, Head of Brand Marketing, boAt, sees anime as something long-term. It’s not just Gen Z, but millennials also grew up with Pokemon, Beyblade, and Dragon Ball Z, and today’s generation is equally invested in Naruto, One Piece, and many others. That shows it’s not a passing phase but a cultural space that will keep growing.
“When we partnered with Naruto to launch the boAt Stone 350 Pro and Rockers 460 Naruto edition, the response was phenomenal and it showed us that this love for anime in India runs wide and deep. We believe as more anime titles get localised, released in cinemas, and celebrated through large-scale events, the audience will only get stronger, making it a space worth investing in for the long run,” he says.
As per a report from Kantar, The Anime Adventure movie genre alone has grown by 26% in 2024, reflecting the surge in appetite for this form of storytelling. Platforms like AnimeWatch and HiAnime are seeing massive traction, with an average of five million and four million monthly searches respectively.
Soumya Mohanty, MD and CCO, Insights Division, Kantar South Asia, explains that the industry is witnessing anime culture move from the margins to the mainstream in India. “What’s interesting is the diversity of interest; from iconic characters like Zoro to newer titles such as Wind Breaker, anime is striking a chord with Indian audiences across age groups and regions. It’s no longer a niche; anime has firmly entered the cultural mainstream,” she notes.
Increasing relevance of anime events
Anime-themed events, cafes, and pop-up shops provide fans participative experiences, deepening engagement. These developments reflect anime’s integration into mainstream Indian pop culture, influencing fashion, entertainment, and creative arts.
Shefali Johnson, CEO, Comic Con India, says that this increase in number of anime fans is most evident in the number of cosplayers participating each year and in the enthusiasm by which anime fans throng Comic Cons across India. The impact has been visible across all of its host cities.
“For instance, at the previous edition of Bengaluru Comic Con, we saw over 5,000 cosplayers participating, many of them inspired by anime. This is a testament to how strongly this culture resonates with young fans in India. Today, anime enthusiasts stand shoulder-to-shoulder with other comic and pop culture fans, forming one of the most vibrant and rapidly growing communities at Comic Con India,” she adds.
What brand experts believe
With its growing popularity in India, marketers are increasingly exploring how anime can be woven into brand storytelling across categories ranging from apparel to automobiles. Industry experts believe the opportunity is real, but the key lies in authentic alignment rather than opportunistic borrowing.
Yasin Hamidani, Director, Media Care Brand Solutions, explains that cultural fit should be the starting point. “The key is cultural fit and narrative synergy. For apparel, anime’s visual identity and character-driven stories translate naturally into fashion statements,” he says. “For automobiles or lifestyle categories, the focus should be on anime’s themes like freedom, speed, and futuristic worlds that align with brand values,” he adds.
He emphasises that shallow brand tie-ins risk alienating audiences. “A brand should avoid surface-level usage and instead co-create campaigns that meaningfully connect its core proposition with anime’s ethos, ensuring it feels authentic rather than opportunistic,” Hamidani adds.
Dream Theatre is a brand management and licensing agency that represents global entertainment franchises in the Indian market, including Pokémon. Speaking on how the brand is positioning Pokémon for India’s growing anime fandom, Jiggy George, Founder and CEO of Dream Theatre, says that the organisation’s partners, The Pokémon Company, are always committed to growing the franchise in India with its fans.
George emphasises that Pokémon continues to enjoy strong momentum in the Indian market. “We believe the brand is investing heavily in India, and we view Pokémon as on a strong growth trajectory. It is working strategically to connect with Gen Z and millennials by broadening product offerings across categories,” he notes.
On the growing appetite for anime collaborations in India, George highlights a clear shift in brand engagement. “There is clear evidence that many brands have moved past just testing the waters and are actively experimenting and investing in licensing partnerships with anime franchises,” he states.
He points to a range of examples, including “esports companies like Revenant acquiring Naruto merchandising rights to merge esports and anime fandom, and brands like Celio, Mondelez, and Bluestone partnering with Pokémon for limited editions and unique merchandise.” According to him, Indian retail majors and fashion brands are also increasingly embracing such collaborations.
Echoing the idea that anime offers more than short-term appeal, Toru Jhaveri, Founder and Strategy Lead, The Stuff Of Life, believes it is anchored in the power of fandom. “I believe this is here to stay. Anime subculture has always had deep loyalty just like the Marvel and DC fandoms drove Comic Con’s popularity in India. This time, though, it feels deeper,” she states.
Jhaveri also situates anime within a wider cultural shift shaping global youth behaviour. “Young people are increasingly looking to Asia for cultural references, whether from Japan, Korea, or even China. So anime is part of a larger movement where people want to do something creative, impressive, and connected to global fandom culture. I don’t see it as a fad; it’s part of a broader cultural shift,” she explains.
With Comic Con India also evolving into a cultural hub where brands and fans connect on common ground, the platform is creating spaces that allow marketers to engage authentically with audiences who value depth over surface-level tie-ins.
“At Comic Con, we’ve always focused on creating an environment where brands can interact with fans in meaningful ways,” states Johnson. She adds that for anime in particular, this means “going beyond surface-level collaborations” through immersive experiences, and themed arenas that reflect the spirit of the genre while giving brands the chance to demonstrate genuine respect towards the community.
Anime in India has transitioned from a niche passion to a cultural movement, shaping entertainment, fashion, and brand collaborations. Looking ahead, experts believe anime is set to remain a defining force in India’s evolving pop culture landscape. From 5 AM screenings of Demon Slayer to Naruto-inspired wearables and Pokémon brand tie-ups, anime’s rise in India is no longer up for debate. What began as a niche passion has matured into a cultural and commercial powerhouse that blends entertainment, fashion, and fandom-driven commerce. For marketers, the mandate is clear: engage authentically, respect the community, and think long term. Done right, anime won’t just deliver buzz, it will deliver loyalty, scale, and cultural relevance in one of the fastest-growing youth markets in the world.
