Mainstream Brands Enter India’s 100-Million-Strong Anime Market as Fandom Drives Consumer Spending

Mainstream consumer brands are increasingly entering India's anime ecosystem, tapping into an estimated audience of over 100 million people. Companies such as smartphone manufacturer Oppo and automaker Toyota are establishing a presence at fan conventions, recognizing a large and engaged consumer base.

The growing market spans multiple categories, including streaming, gaming, food, fashion, licensed merchandise, and live events. At events like Anime India 2026 held at NESCO, fans purchase manga, gather at fan booths, and participate in gaming stations while dressed as characters from popular franchises like Naruto, Demon Slayer, and One Piece.

Immersive experiences are also gaining traction among Indian consumers. In Mumbai, fans paid nearly ₹1,000 for entry to a Japanese-style maid café, where Indian performers entertained guests over food. Organizers noted that the concept aims to blend Japanese culture with Indian culture, offering visitors exposure to Japanese dramas, language, writing, origami, and traditional clothing.

Corporate participation at these gatherings reflects changing engagement strategies. Sabari Manohar, Executive Vice-President, Sales-Service-Used Car Business at Toyota Kirloskar Motor, stated that Anime India offers a platform to connect with a passionate community that identifies with creativity and self-expression. Toyota utilized the venue to display the Urban Cruiser Hyryder with anime-inspired vehicle displays, targeting Gen Z consumers. Meanwhile, smartphone maker Oppo leveraged the event to showcase devices to young consumers who frequently stream and game on mobile platforms.

Takeshi Ashida, General Manager at Tokyo-based Anime Times Company, pointed out that Japanese companies have operated in India for decades, and popular culture is now following a similar path. According to Ashida, shared cultural values such as family, trust, and respect contribute to the strong connection Japanese storytelling shares with Indian audiences, alongside themes of resilience, friendship, and ambition.

"The expansion of mainstream brands into niche cultural communities highlights a significant shift in consumer engagement. As India's young demographic increasingly connects with global content, new commercial avenues emerge across lifestyle, retail, and experiential sectors. For businesses, aligning with passionate subcultures like the anime fandom offers a direct channel to Gen Z consumers, turning digital engagement into tangible retail and experiential spending." — Dr. Shishir Gupta, Founder & CEO, StartupLanes