Shemaroo enters Astrology market with 50% stake in Dominiche Productions

Dominiche’s content will be distributed across digital and OTT platforms of Shemaroo along with ShemarooMe app

e4m by exchange4media Staff
Updated: Apr 16, 2019 8:28 AM

Shemaroo Entertainment Limited, one of India’s leading content power houses, has acquired 50 per cent stake in Dominiche Productions, a media and entertainment firm. With this collaboration, Shemaroo will mark its entry in the Astrology market. 

Dominiche, which started with a vision to build on scalable genres of the future, will now strengthen its portfolio by collaborating with Shemaroo.
Incorporated in October 2017, Dominiche Productions first launched their Astrovani segment on Airtel DTH and following its success, they launched the same on Dish TV, Videocon D2H, Amazon Firestick, NDTV App and Jio TV.

On the collaboration, Hiren Gada, CEO, Shemaroo Entertainment Limited said, “India’s astrology market is growing rapidly and the strategic alliance enables market leaders to build the Astrology segment further and tap into the potential growth of the rising sector. The content will be distributed across various platforms of Shemaroo along with the recently launched OTT app ShemarooMe.”

With this partnership, consumers can access content and services like Astrovani, Jyotish Duniya, Astro Face 2 Face and more on Shemaroo’s traditional and digital platforms. The content will have over 270 experts demonstrating astrology sciences and more than 400 hours of programming content covering predictions, numerology, tarot card reading, vastu shastra, palmistry and face reading. 

The association not only reflects the vision to cater to the growing demand for astrology content but also offers varied range of scalable categories. Shemaroo-Dominche together aims at fostering more unexplored sectors with immense potential.

Commenting on the tie-up, Gada said, “At Shemaroo, we always believe in being at the forefront when it comes to venturing into new segments. A decade ago, we entered the devotion category and are now one of the leaders in this segment. With this strategic investment in Dominiche, we aim to reach out to a larger audience base by adding scalable new categories of the future like astrology to our bouquet of offerings.”

Adarsh Gupta, Co-Founder and Executive Director, Dominiche Productions said, “When Utpal Vaishnav and I founded Dominiche, we were clear about our vision to create India’s largest powerhouse of content, aggregating the most scalable genres of the future. In our quest to get there, Shemaroo came across as the most aggressive and respected player in the market to join hands with to catalyse our efforts. Our journey has begun with Astro as a genre, where we have seen huge traction since launching across platforms. We plan to present more such captivating genres and categories in the near future.”

Asked about the size of the Astrology market, Gupta said that the Astrology market is worth US $10 billion in India and has been growing at a steady pace. The online market consists of 3 billion dollars and is growing at a rate of 23 to 27 per cent.

Dominiche will bank on Shemaroo’s existing distribution networks to offer its plethora of content and services. 

On what makes this venture different from others, Gada said: “We have aggregated all the best possible astrologers, tarot card readers, vastu specialists and created a most comprehensive platform.”

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