Rohit Shetty, the hitmaker behind some of India’s biggest blockbusters, has made a powerful plea for unity within the country’s film fraternity. Speaking at the launch of the Indian National Cine Academy (INCA) in Mumbai, the filmmaker urged the industry to discard divisive labels like Bollywood, Tollywood, and Kollywood, arguing they do little to represent the true essence of Indian cinema.

Shetty emphasized that while films are made in different languages—be it Hindi, Telugu, Tamil, or others—they all belong to a shared creative ecosystem. He believes the time has come for filmmakers to move beyond regional categorization to strengthen India’s global cultural voice.

The director, known for his high-octane action and comedy, was vocal about his dislike for the term “Bollywood.”

“It should be one nation, one celebration, and one cinema that is Indian cinema. Bollywood, Tollywood—earlier it was said as a joke. It’s not something to be proud of, being called Bollywood,” Shetty told reporters.

He suggested that while filmmakers should take pride in their specific language and culture, their primary identity should remain united under the larger banner of Indian cinema.

Shetty highlighted that recent years have seen a positive trend in cross-industry collaborations, but he stressed the need for a more conscious effort to foster mutual respect. He believes platforms like the Indian National Cine Academy (INCA) are vital for:

• Fostering Dialogue: Bringing creators from different regions together.
• Breaking Barriers: Encouraging co-productions and talent exchange across languages.
• Global Positioning: Presenting a more confident and unified front on the international stage.

By celebrating cinema collectively, Shetty argues that the industry can move away from fragmented competition and focus on storytelling and craft. His vision for the future is clear: an industry that is proud of its diverse linguistic roots but presents itself to the world as a singular, powerful entity.

“We are Hindi cinema, Indian cinema, Telugu cinema. But above all, we are Indian cinema. It’s time we come together and make Indian cinema proud,” he concluded.

Key Highlights:

• Call for Unity: Rohit Shetty has urged the film industry to stop using labels like Bollywood and Tollywood, advocating for the single identity of “Indian Cinema.”
• INCA Launch: Speaking at the Indian National Cine Academy launch, he stressed that cinema should be a “one nation, one celebration” ecosystem.
• Language vs. Label: He encouraged filmmakers to identify by their language and culture but remain united under the Indian cinema banner.
• Global Strategy: Shetty believes a unified industry will present India more confidently and powerfully on the global stage.