The cultural landmark announces a milestone production as India emerges as the next major global theater market
NEW YORK – JUNE 6: (HOLLYWOOD REPORTER OUT) American singers and actresses Idina Menzel (left) and Kristin Chenoweth of “Wicked” perform on stage during the “58th Annual Tony Awards” at Radio City Music Hall on June 6, 2004 in New York City. The Tony Awards are presented by the League of American Theatres and Producers and the American Theatre Wing. (Photo by Frank Micelotta/Getty Images)
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In what marks a watershed moment for live theater in Asia, the Nita Mukesh Ambani Cultural Centre (NMACC) has announced that Wicked, one of the world’s most popular musicals, will make its Indian debut on its Grand Theatre stage from March 12-29, 2026. The news arrives just as the film adaptation has shattered records to become the highest-grossing Broadway musical movie of all time, surpassing $757 million globally.
The Perfect Storm: Cultural Resonance Meets Market Opportunity
The timing is strategic. Wicked has captivated more than 65 million theatergoers across over 130 cities in 16 countries since its 2003 debut, but India represents something different: a market of 1.4 billion people with deep cultural affinity for musical storytelling, rapidly growing disposable incomes, and virtually untapped potential for large-scale theatrical productions.
India’s love affair with song-and-dance narratives runs through its DNA. Bollywood has been producing musicals for over a century, complete with elaborate choreography, stunning costumes, and emotional storytelling that mirrors Broadway’s formula. The infrastructure, however, has been the missing piece, ostensibly until now.
NMACC: Building Broadway-Scale Infrastructure
In this picture taken on April 1, 2023, US actress and singer Zendaya poses for pictures during the inauguration of the Nita Mukesh Ambani Cultural Centre (NMACC) at the Jio World Centre (JWC) in Mumbai. (Photo by SUJIT JAISWAL / AFP) (Photo by SUJIT JAISWAL/AFP via Getty Images)
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Since its star-studded opening in March 2023, NMACC has rapidly established itself as India’s most opulent destination for international theater, what with a 2,000-seat Grand Theatre adorned with 8,400 Swarovski crystals and equipped with cutting-edge Dolby Atmos sound systems and programmable lighting technology that rivals any Broadway house.
In less than two years, the venue has hosted international tours of The Sound of Music, Matilda, Life of Pi, and Mamma Mia!, along with the Indian debut of The Phantom of the Opera.
This production will feature more than 100 cast, crew, and orchestra members, over 350 costumes, and the spectacular technical demands that have made Wicked a benchmark for theatrical excellence worldwide.
The Economics Of Breaking Through
The challenges are real. When Disney brought Beauty and the Beast to India in 2015, it marked one of the first major Broadway-scale productions in the market, followed by the Aladdin tour in 2018. Price sensitivity remains a consideration in a country where entertainment budgets are still evolving alongside economic growth.
Yet NMACC’s model suggests a solution. Founded by billionaire Nita Ambani with backing from Reliance Industries, the venue operates as part of the larger Jio World Centre complex, which includes convention centers, retail, and hospitality. This integrated approach provides revenue diversification and allows for more sustainable programming.
Moreover, India’s live event market is growing rapidly; per an Ernst & Young report, the live event segment surpassed INR12,000 crore ($1.3 billion) in 2024, with a projected CAGR of 19% over the next three years.
Riding The Film’s Momentum
SYDNEY, AUSTRALIA – NOVEMBER 03: Ariana Grande and Cynthia Erivo attend the “Journey Through Oz” Tour to celebrate the Australian premiere of “Wicked” at State Theatre on November 03, 2024 in Sydney, Australia. (Photo by Saverio Marfia/Getty Images)
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The timing of the announcement capitalizes brilliantly on Wicked’s cinematic success, especially considering it was made in the thick of promotions for the sequel Wicked: For Good.
The film, starring Cynthia Erivo and Ariana Grande, has become a cultural phenomenon, earning 10 Oscar nominations and redefining what’s possible for musical film adaptations.
On Broadway, Wicked recently made history by becoming the first show ever to gross over $5 million in a single week. The brand has never been stronger, and international markets are primed for engagement.
What This Means For The Industry
If Wicked succeeds at NMACC, it will be a first step towards validating India as a sustainable market for international commercial theater.
It positions NMACC alongside established international theater markets like London’s West End, Tokyo’s commercial theater district, and Seoul’s burgeoning musical theater scene. The venue had already announced plans to expand its international footprint with and “India Weekend” at New York’s Lincoln Center, but this was postponed indefinitely for undisclosed reasons.
The implications extend beyond one production, even as the institution continues developing original Indian productions like The Great Indian Musical: Civilization to Nation.. A successful run could accelerate the development of India’s theatrical infrastructure, inspire local productions of similar scale, and create career pathways for Indian theater professionals in technical and creative roles.
The Road Ahead
Official poster for Wicked at the Nita Mukesh Ambani Cultural Center.
NMACC
India’s theatrical landscape already boasts dozens of established companies, from Nandikar and Aasakta Kalamanch to The Madras Players and Pierrot’s Troupe, producing hundreds of shows annually in Hindi, English, Marathi, Bengali, and other regional languages.
The question isn’t whether Wicked will overshadow this vibrant ecosystem, but whether it will catalyze it. International Broadway productions in Asia have historically created a “rising tide lifts all boats” effect; in China, institutions like the Beijing Dance Academy and Shanghai Conservatory of Music are training triple-threat performers specifically because Broadway-scale productions demonstrated the need for such talent.
For India, Wicked‘s arrival could accelerate this virtuous cycle: international productions bring technical expertise, audience development, and proof-of-concept for theatrical infrastructure investments, while local companies benefit from expanded public interest in live theater, trained technical crews, and a growing pool of theatergoers accustomed to paying premium prices for quality productions.
The challenge will be ensuring that venues like NMACC don’t become exclusively international showcases, but instead balance blockbuster imports with support for India’s homegrown theatrical talent, from adaptations of Indian stories to original productions that reflect the country’s diverse cultural narratives.
Tickets for Wicked at NMACC go on public sale November 19, 2024, with presales beginning November 14 for select Axis Bank Credit Cards and November 17 for Friends of NMACC members. Performances run March 12-29, 2026, with showtimes at 2:00 PM, 7:00 PM, and 7:30 PM.
