Bhansali Productions CEO Prerna Singh on Bringing Big Bollywood to the Small Screen with Netflix’s ‘Heeramandi’

After executive stints at such Indian media giants as Eros International, Abundantia Entertainment and Reliance Entertainment, Singh joined Sanjay Leela Bhansali’s Bhansali Productions in 2019, heading up operations at the Bollywood powerhouse.

Singh has expanded the company’s business to the small screen with the epic series Heeramandi: The Diamond Bazaar, a Netflix original about the lives of tawaifs — the courtesan singer-dancer-poets who catered to Indian nobility — during the Indian independence movement against the British Raj. The series has already been renewed for a second season.

Singh sees the rise of streaming platforms in India as an opportunity to better reflect the country’s “rich cultural landscape” in its stories. “By addressing social issues and showcasing regional cultures, we can create content that resonates with people from all walks of life,” she says. “The rise of streaming platforms gives us an incredible opportunity to bring these stories to the forefront, fostering a deeper understanding of the unique realities that shape our nation.”

Picked as one of THR‘s 2024 Most Powerful Women in International TV, Singh reflects on the impact the global streamers have had on the Indian industry, the challenges of translating Sanjay Leela Bhansali’s “larger-than-life” cinema to the small screen and her advice for young women entering the business: “Be fearless, be bold, and become a woman who has her own story to tell.”

What was your first job in the business?

India has and continues to be — now more than ever before — a robust, diverse entertainment industry. Pan-Indian and beyond diaspora content is no longer a thing of the future, but very much our present. For me, it all started two decades ago at Eenadu, one of the biggest media houses in the South. So yes, while I’m now knee-deep in Hindi films and streaming content, my first gig had me working with Telugu news. I’ve spent my whole career across different roles in media, but I never quite imagined my journey would take me from Telugu headlines to Hindi feature film sets!

What was the biggest professional challenge you faced this past year?

With Sanjay Leela Bhansali’s reputation for creating visually stunning, larger-than-life films, we knew every episode of Heeramandi would have the scale of a feature film, with each song feeling like its own production. It was incredibly rewarding to see him work his magic on set, but it was also physically and mentally demanding for the entire team. Balancing that cinematic scale with the demands of an episodic format for Netflix pushed us to our limits. But in the end, the result made every bit of hard work worth it.

What do you see as your biggest achievement of the past year?

Ever since I’ve joined Bhansali Productions, I’ve always heard Mr. Bhansali express how deeply music inspires him; he truly breathes and lives it like no one else. His films are inherently musical, with every song often becoming a blockbuster in its own right. This past year has been incredibly exciting as we brought his vision of launching a music label, Bhansali Music, to life, beginning with the album of Heeramandi. Contrary to popular belief that series music often fails to connect with audiences, we are truly happy and grateful for the positive reception we have received.

What needs to be done to improve equality and diversity within the industry?

We have come a long way, and there’s always space for more inclusive narratives that celebrate the diverse voices in our society. India’s rich cultural landscape must be reflected in our stories. By addressing social issues and showcasing regional cultures, we can create content that resonates with people from all walks of life. The rise of streaming platforms gives us an incredible opportunity to bring these stories to the forefront, fostering a deeper understanding of the unique realities that shape our nation. Ultimately, what we tell mirrors who we are and how we approach storytelling.

What is or has been the greatest challenge in being a woman in this (still very male-dominated) industry?

I’ve never seen my experience in this industry as a struggle and often feel a strong connection with my male counterparts. However, if you ask whether we could benefit from a more feminine approach — one that emphasizes storytelling and nurturing talent — my answer would be yes. This isn’t about gender but about creating an environment that values collaboration and creativity.

What current industry trend do you hope to soon see the back of?

The overwhelming reliance on formulas that prioritize marketability over creativity. The industry often churns out content that follows the same patterns, leading to stale and uninspired storytelling. What I’ve learned from Mr. Bhansali is to remain bold and innovative, focusing on original narratives rather than just box office results.

What advice would you give young women just entering the industry?

Be fearless, be bold and become a woman who has her own story to tell.

What show, currently on air, would you love to have made?

The Crown stands out for its immaculate attention to detail and grandeur — something that aligns with our storytelling ethos at Bhansali Productions.

What do you watch for pleasure?

Escaping into the carefree narrative of Emily in Paris is truly a pleasurable indulgence — it’s a delightful treat for my mind, with enough drama and colorful characters. Plus, I love how it just doesn’t take itself seriously at all!

What do you do to unwind?

There’s nothing like coming home to play with my six-year-old daughter and enjoy her imaginative stories. Though I must admit, sometimes those stories take a backseat because shopping can be just as much fun!