Shemaroo acquires 50% stake in Dominiche to enter astrology segment

MUMBAI: Shemaroo Entertainment has entered the astrology sector with a strategic investment by acquiring 50% stake in Dominiche Productions. With this partnership, Shemaroo consumers can access content and services like Astrovani, Jyotish Duniya, Astro Face 2 Face and more on Shemaroo’s traditional and digital platforms.

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 partnership promises to take the Astro infotainment sector to greater heights. The association not only reflects the vision to cater to the growing demand for astrology content but also offer a varied range of scalable categories. Shemaroo-Dominche together aim at presenting and fostering many more unexplored sectors that have immense potential.

India’s astrology market is growing at 27 to 28% annually and the strategic alliance enables the 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. Apart from Bollywood, Shemaroo Entertainment is one of the leaders in the devotional and regional content space for several years. Dominiche, on the other hand, offers a plethora of unique and compelling astrology content and services that have the capability to drive massive viewership in India.

Commenting on the tie-up, Shemaroo Entertainment Limited CEO Hiren 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.”

Dominiche Productions Co-Founder & Executive Director Adarsh Gupta 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 in a hurry, Shemaroo came across as the most aggressive and respected player in the market to join hands with to catalyse our efforts to get there. 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.”

Dominiche will bank on Shemaroo’s existing distribution networks to offer its plethora of content and services. The company first launched their Astrovani service on Airtel DTH which was a huge success and was then followed by Dish TV, Videocon D2H, Amazon firestick, NDTV app and Jio TV as well.