Shemaroo Entertainment
An Indian media and entertainment company that creates, aggregates, distributes and monetizes film, television, devotional and digital content.
Last updated October 14, 2026
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Overview
Shemaroo Entertainment is an Indian media and entertainment company whose activities span content creation, aggregation, rights ownership, distribution, television, digital streaming, devotional media and licensing. The business began in 1962 in South Mumbai as a book-circulating library founded by Buddhichand Maroo. The Shemaroo name is derived from the surnames of the founders. After establishing several library branches, the company moved into video rental in 1979, becoming one of the earliest businesses in India to operate a video-rental service. The company made a more consequential transition in 1987, when it entered content distribution through VHS under the name Shemaroo Video Private Ltd. It acquired home-video rights to films and helped develop the market for organized video distribution in India. During the 1990s, Shemaroo expanded beyond physical home entertainment into cable and pay-television rights. In 1995, it acquired an equity interest in Sony's Indian television business while also negotiating around film rights associated with Columbia Tristar. These activities established the company as a rights intermediary and content aggregator rather than only a retailer or physical-media distributor. Shemaroo subsequently broadened its relationship with the Indian film industry through film production and animation. Its production credits have included titles such as Kuch Meetha Ho Jaye, Omkara, Ishqiya, Dedh Ishqiya and Hunterrr. It also entered animated feature production with Bal Ganesh and Ghatothkach, pursuing a regular release strategy for animated films. The company later built a large multilingual library covering Hindi and other Indian-language cinema, television and non-film programming. Its modern business model combines exploitation of owned and licensed content across television syndication, home entertainment, digital platforms, mobile services, internet video, direct-to-home distribution and international markets. The company has described a library of more than 3,700 film and non-film titles and has distributed content to customers in more than 30 countries. It has worked with major television and satellite platforms and with mobile operators for video, music and live-streaming services. Its YouTube operations and other digital channels provide additional audience reach, while Contentino Media supplies in-flight entertainment content to airlines including Emirates, Singapore Airlines, Qatar Airways, Air India, Vistara, Lufthansa and Virgin Atlantic. Shemaroo has also developed consumer-facing brands and adjacent activities. Its devotional portfolio includes Bhakti, Ibaadat and Gurbani programming, shrine and temple livestreams, devotional applications and preloaded audio products such as Bhagavad Gita, Bhajan Vaani and Quran Majeed. Yedaz serves as a Bollywood licensing and merchandising brand, offering products such as apparel and mugs. The Shemaroo Institute of Film and Technology extends the group into film and media education. In 2018, the company introduced a new visual identity and the tagline "India Khush Hua." It launched the ShemarooMe video-on-demand service in February 2019, using a freemium model in which some content is free and other programming requires a subscription. The service offers Hindi, Gujarati, Marathi, Punjabi, South Indian-language and dubbed content, and was expanded to the United States in April 2019. Shemaroo later introduced ShemarooMe Box Office and partnered with BookMyShow to broaden access to digital film programming. Shemaroo has also built a television network. Shemaroo Marathibana, a free-to-air Marathi film channel, launched in January 2020, followed by the Hindi general-entertainment channel Shemaroo TV in May 2020. Shemaroo Umang, another Hindi free-to-air general-entertainment channel, launched in April 2022. The group's positioning combines a substantial Indian film catalogue with broad language coverage, devotional programming and multi-platform rights distribution. Its principal challenge is the competitive and rapidly changing nature of Indian television and streaming, where content ownership, digital discovery, platform economics and audience fragmentation determine the value of its library.
History
Shemaroo Entertainment traces its origins to 1962, when Buddhichand Maroo established a book-circulating library on Warden Road in South Mumbai. The name Shemaroo was formed from the founders' surnames. The library model was expanded through additional branches, giving the business an early connection to consumer media access and content circulation. In 1979, Shemaroo entered video rental, a significant early move in India's developing home-entertainment market. The company then shifted from rental and library operations toward rights-based distribution. In 1987, it began distributing content nationally through VHS under the Shemaroo Video Private Ltd. name. It acquired home-video rights to films and became one of the early organized distributors of video rights in India. During the 1990s, the business added cable and pay-television rights to its activities. In 1995, it purchased an equity stake in Sony's Indian television channel while negotiating a film-rights arrangement involving Columbia Tristar. This period marked the development of Shemaroo as a content aggregator and rights-management business, with value derived from licensing the same underlying film assets across several distribution windows. During the 2000s and following years, Shemaroo diversified into film production and animation. Its production involvement included Kuch Meetha Ho Jaye, Omkara, Ishqiya, Dedh Ishqiya and Hunterrr. The company also produced animated features such as Bal Ganesh and Ghatothkach and pursued recurring animated-film releases. Alongside production, it continued expanding a catalogue of Indian-language films and non-film programming. Shemaroo marked five decades of operations in 2012. It later strengthened its brand identity, unveiling a new logo and the tagline "India Khush Hua" in 2018. By this stage, the company was operating across television syndication, home entertainment, digital media, mobile value-added services, internet video, direct-to-home distribution and international licensing. Its stated catalogue reached more than 3,700 movie and non-film titles, with distribution to audiences in more than 30 countries. The company entered consumer streaming with ShemarooMe in February 2019. The service was made available through Android, iOS and the web, and used a freemium structure combining free programming with subscription-access content. Its catalogue included films, shows and songs in Hindi, Gujarati, Marathi, Punjabi and South Indian languages, as well as dubbed programming. The service expanded into the United States in April 2019. In 2020, ShemarooMe introduced Box Office, an on-demand movie proposition, and partnered with BookMyShow. Shemaroo also developed devotional and spiritual-media businesses. Its Ibaadat and Hari Om activities have included devotional videos, livestreams from religious sites and programming grouped under Bhakti, Ibaadat and Gurbani. In 2019, the company introduced preloaded devotional Bluetooth speakers and launched Bhakti Shri Ganesha Bhajan Vaani during Ganesh Chaturthi and Shemaroo Amritbani in connection with the 550th birth anniversary of Guru Nanak. Television became another important extension of the brand. Shemaroo Marathibana launched on 14 January 2020 as a free-to-air Marathi film channel. Shemaroo TV followed on 1 May 2020 as a Hindi general-entertainment channel, and Shemaroo Umang launched on 5 April 2022. The group has also pursued licensing and adjacent media services: Yedaz handles Bollywood-themed merchandise, Contentino Media supplies in-flight entertainment to airlines, and the Shemaroo Institute of Film and Technology provides film and media education. The company has faced reputational controversy as well as the normal strategic pressures of the entertainment industry. In 2020, a dispute concerning comedian Surleen Kaur's remarks about Krishna led Shemaroo to distance itself from Kaur and Balraj Syal. ISKCON filed a complaint naming Kaur and Shemaroo. The episode illustrates the sensitivity of religious and cultural content in the Indian media market. Overall, Shemaroo's history is the progression of a local circulation business into a diversified rights owner and multi-platform distributor, with its catalogue, language coverage and distribution relationships forming the core of its brand.
- 2022
Shemaroo Umang launches
[1]The group added a Hindi free-to-air general-entertainment channel.
- 2020
Television network expansion
[1]Shemaroo Marathibana and Shemaroo TV expanded the group's presence in free-to-air television.
- 2019
ShemarooMe launches
[1]The company launched its own web and mobile video-on-demand service.
- 2018
New identity and tagline
[1]The company unveiled a new logo and adopted the tagline "India Khush Hua."
- 2012
Fiftieth anniversary
[1]Shemaroo completed 50 years of operations.
- 1995
Expansion into television rights
[1]Shemaroo bought an equity stake in Sony's Indian television business while negotiating film rights connected with Columbia Tristar.
- 1987
National VHS distribution begins
[1]The company entered national content distribution through VHS and began acquiring home-video rights.
- 1979
Entry into video rental
[1]Shemaroo established what the reference describes as India's first video-rental business.
- 1962
Shemaroo begins as a book-circulating library
[1]Buddhichand Maroo established the original Shemaroo library in South Mumbai.
Products and positioning
A multilingual Indian content owner, aggregator and distributor that extends film and devotional programming across television, streaming, digital video, mobile, home entertainment and international platforms.
Streaming service · 2019
ShemarooMe
ShemarooMe is Shemaroo's web and mobile video-on-demand service, launched in 2019. It provides films, television programs, songs and other catalogue content in Hindi, Gujarati, Marathi, Punjabi and South Indian languages, together with dubbed programming. Its freemium model combines free viewing with subscription-access content. The service was later extended with ShemarooMe Box Office for on-demand movie programming and was made available in the United States.
On-demand movie service · 2020
ShemarooMe Box Office
ShemarooMe Box Office is an on-demand movie offering introduced within the ShemarooMe digital strategy. It was designed to give viewers access to film programming through a dedicated digital movie proposition and was supported by a strategic partnership with BookMyShow.
Marathi television channel · 2020
Shemaroo Marathibana
Shemaroo Marathibana is a free-to-air Marathi entertainment channel launched in January 2020. Its programming includes Marathi films and related entertainment, serving Shemaroo's strategy of addressing regional-language audiences alongside its Hindi and national catalogue businesses.
Hindi television channel · 2020
Shemaroo TV
Shemaroo TV is a Hindi-language free-to-air general-entertainment channel launched in May 2020. It extended the company from content rights and streaming into branded linear television and provided a distribution outlet for Hindi entertainment programming.
Hindi television channel · 2022
Shemaroo Umang
Shemaroo Umang is a Hindi free-to-air general-entertainment channel launched in April 2022. It forms part of Shemaroo Entertainment Media Network's television portfolio.
Devotional media · 2019
Devotional content and audio products
Shemaroo distributes devotional video, music and livestream content through brands and services associated with Bhakti, Ibaadat, Gurbani and Hari Om. Its adjacent hardware products include preloaded Bluetooth speakers featuring devotional material such as Bhagavad Gita, Bhajan Vaani and Quran Majeed.
Licensing and merchandising
Yedaz
Yedaz is Shemaroo's Bollywood licensing and merchandising brand. It commercializes entertainment-related rights through products including Bollywood-themed T-shirts, mugs and other consumer merchandise.
In-flight entertainment
Contentino Media
Contentino Media is a Shemaroo subsidiary or affiliated business focused on in-flight entertainment content. The reference identifies airline relationships involving Emirates, Singapore Airlines, Qatar Airways, Air India, Vistara, Lufthansa and Virgin Atlantic.
Controversies
2020
Controversy involving Surleen Kaur and Balraj Syal
A video in which comedian Surleen Kaur made remarks about Krishna drew objections from Hindu organizations, political groups and right-leaning media. Shemaroo announced that it would not continue its involvement with Kaur and Balraj Syal, stating that their conduct did not meet the company's standards of public decency. ISKCON later filed a complaint with Mumbai Police naming Kaur and Shemaroo in relation to alleged insults toward the organization and Hindus.
Marketing campaigns
- 2019Bhakti Shri Ganesha Bhajan Vaani
India
Shemaroo launched a devotional audio product during Ganesh Chaturthi, connecting its content catalogue with a seasonal religious occasion.
- 2019Shemaroo Amritbani
India
The company launched Shemaroo Amritbani in connection with the 550th birth anniversary of Shri Guru Nanak Dev Ji.
- 2018India Khush Hua brand relaunch
India
Shemaroo introduced a new logo and the "India Khush Hua" tagline as part of a refreshed corporate and consumer-facing identity.
Outcome. The new identity became associated with the company's broader multi-platform entertainment positioning.
Brand decisions
2022
Launch of Shemaroo UmangProduct launchBackground
The group continued building a branded free-to-air television portfolio.
Action taken
Shemaroo launched Shemaroo Umang as a Hindi general-entertainment channel.
Aftermath
The channel increased the group's presence in Hindi linear entertainment.
2020
Launch of ShemarooMe Box OfficeProduct launchBackground
Shemaroo was expanding its streaming presence and seeking additional ways to package film content for digital audiences.
Action taken
The company introduced ShemarooMe Box Office and announced a strategic partnership with BookMyShow.
Aftermath
The move added a dedicated movie-on-demand proposition to the ShemarooMe ecosystem.
2020
Expansion into branded free-to-air televisionStrategyBackground
Shemaroo sought to use its catalogue and rights-management capabilities across owned television outlets.
Action taken
The group launched Shemaroo Marathibana in January and Shemaroo TV in May, adding regional-language and Hindi channels.
Aftermath
The launches expanded Shemaroo's direct relationship with linear-TV audiences and strengthened its media-network identity.
2020
Termination of involvement with Surleen Kaur and Balraj SyalOtherBackground
Public controversy followed remarks by Surleen Kaur concerning Krishna and objections from Hindu organizations and political groups.
Action taken
Shemaroo announced that it would refrain from further involvement with Kaur and Balraj Syal, citing its public-decency standards.
Aftermath
ISKCON filed a complaint with Mumbai Police naming Kaur and Shemaroo. The episode created a reputational and content-governance issue for the company.
2019
Launch of ShemarooMeProduct launchBackground
Audience consumption was shifting from physical and linear distribution toward internet and mobile video.
Action taken
Shemaroo launched a web, Android and iOS video-on-demand service using a freemium model.
Aftermath
The platform gave Shemaroo a direct digital outlet for its multilingual film, television, song and devotional catalogue and was subsequently expanded to the United States.
1987
Move into national video-rights distributionStrategyBackground
The business had developed from library and video-rental operations, while VHS was becoming an important route for Indian film access.
Action taken
Shemaroo entered content distribution through VHS, acquired home-video rights and operated under the Shemaroo Video Private Ltd. name.
Aftermath
This established the company as an early Indian home-video rights distributor and laid the foundation for later aggregation across television and digital platforms.
Recent events
Shemaroo launches MarathiBana channel[3]
Reported:
Shemaroo Entertainment announced the launch of Shemaroo MarathiBana, a free-to-air Marathi movie channel serving audiences in Maharashtra and Goa.
ShemarooMe expands availability worldwide[4]
Reported:
Shemaroo Entertainment expanded the availability of its ShemarooMe streaming platform to more than 150 countries, seven months after its launch in India.
Sources5 sources
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