Localizing at scale while staying true to Gujarati storytelling: JOJO’s success strategy

In an OTT market dominated by Hindi and English content, one platform from Gujarat is taking a different path. Launched in October 2023, JOJO, the flagship offering from Madhuveer Com 18 Network Ltd (MCOM18), has already reached over 54 lakh users across 177+ countries, carving a new niche in regional entertainment.

At the helm of this initiative is Dhruvin Dakshesh Shah, a creative producer, actor, and entrepreneur who’s betting big on a simple but powerful idea: make Gujarati content aspirational.

“From day one, we’ve been laser-focused on one thing—making Gujarati content aspirational,” says Shah. “Everything else—growth, reach, engagement—has been a byproduct of that clarity.”

Rewriting the narrative of “regional”

Shah is candid about the early challenges. “There’s a paradox with regional content—it’s deeply loved, yet rarely respected at scale,” he reflects. “The real challenge wasn’t infrastructure or funding—it was perception. We had to unlearn the idea that ‘regional = limited,’ even within our own ecosystem.”

And the market responded. Under Shah’s leadership, JOJO has evolved from an OTT platform to a full-fledged ecosystem spanning JOJO Studios, JOJO Global, Premier Ads World, and multiple content verticals including JOJO Kids and JOJO Bhakti. It’s a creator-first model, designed not just to host content but to build careers, connect hyperlocal talent with global audiences, and offer monetization models rooted in long-term sustainability.

“Our philosophy is simple: when creators succeed, JOJO succeeds,” Shah explains. “We’re not here to gatekeep. We’re here to empower.”

Bridging cultures, not just geographies

With its footprint in over 177 countries, JOJO is also tapping into the vast Gujarati diaspora—a community Shah sees as critically underserved.

“Most platforms treat the diaspora as an extension of the domestic audience. We don’t. We see them as a distinct vertical,” he says. “They don’t just want nostalgia; they want content that reflects who they are now—globally rooted, culturally fluid.”

The strategy is working. By localizing at scale while staying true to the soul of Gujarati storytelling, JOJO has built a growing global community that doesn’t just consume content—it champions it.

Content with a purpose

In the last one year, JOJO has produced over 12 originals, ranging from flagship titles to independent experiments and festival-ready projects. “Our original slate is where we take the most creative risks—and where we see the strongest audience loyalty,” says Shah. The upcoming year promises an even bolder lineup, including long-format titles and Gujarat’s first full-scale web series, Medal.

Each new vertical within JOJO has a clearly defined purpose. “JOJO Kids is designed to nurture cultural identity in young minds. JOJO Bhakti brings spiritual content into the digital space. JOJO Studios is where creators build with us, not for us,” Shah explains. “The strategy is clarity—each vertical has its own voice but aligns with our larger mission.”

While many OTT platforms continue to burn capital with no clear path to profitability, JOJO has chosen a more measured approach. Built lean and purpose-driven, it’s seeing early traction in unit economics, engagement, and retention.

“We’re not chasing vanity metrics,” Shah asserts. “We’re focused on building a durable, enduring platform. Profitability is within reach—but more importantly, it will be sustainable.”

Looking ahead, the vision is bold. Over the next 3–5 years, Shah sees JOJO powering Gujarati content pipelines across streaming, education, live events, and beyond. Revenue will come from diversified streams—AVOD, SVOD, TVOD, box office hits, IP syndication, and a rich content library aimed at the global Gujarati diaspora.

Collaborations, without compromise

JOJO is open to partnerships—but on its own terms. “We’re always open to collaborations where there’s alignment of intent,” says Shah. “Gujarati content is finally being seen for its creative and cultural weight. That’s the space we want to play in—not competing, but raising the bar for regional storytelling.”