Adar Poonawalla talks about his decisions in Dharma Productions: Karan Johar has the creative freedom...

Adar Poonawalla on Dharma Productions

Adar Poonawalla, the CEO of Serum Institute of India, has shared his thoughts on the future of the venerable film studio.

Adar recently made headlines when he acquired a 50% stake in Dharma Productions. He shared details about his collaboration with filmmaker Karan Johar in an interview with journalist Barkha Dutt on Mojo Story.

He reassured fans that Karan Johar will continue to hold the company's creative reins.

“One of our understandings was that Karan will have full creative freedom,” Adar Poonawalla emphasised, making it clear that while he may occasionally share creative input, the artistic direction remains Johar’s domain.

He also revealed that Dharma is actively expanding its horizons, stating, “We’re building other verticals of distribution, like a music label that he’s working on. Increasing production of content is also the name of the game.”

Entering the entertainment industry with an investment reportedly worth ₹1,000 crore, Adar Poonawalla explained that the decision was grounded in a long-standing friendship and a shared vision.

“We’re quite well aligned, and it was easy for us to partner,” he said, noting that he has known Karan for over ten years. His move into cinema was motivated by a deep belief in storytelling as a powerful force for connection and cultural influence.

“The reason I did it was that I felt our ability to tell stories, to show the world what’s happening in our nation, and bringing to light what would have been missed, he’s very good at doing that,” Adar said of Karan's storytelling prowess.

“He’s told a lot of emotional stories in movies on family, on romance. It’s also a soft power, and it gives you access to people you wouldn’t normally come across… It’s a very interesting space, and don’t forget, we’re very under-penetrated today.”

Highlighting the untapped potential in smaller towns and rural markets, he added, “Traditionally, it was theatres, then came OTT. I think it can further penetrate in the rural areas, where business will do well… It’s all about having the right budgets for films, and not overspending.”

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Meanwhile, Karan Johar, in a recent interview with Bollywood Hungama, voiced his concerns about the film industry’s tendency to replicate successful formats. “We see Pushpa running and catering so strongly to the tier two and tier three audiences. Suddenly there’ll be 20 others wanting to do the same,” he remarked. “You see Chhaava working, and everybody will want to make historical dramas. After Stree, everybody wants to make horror comedies.”

While adhering to the emotional core of storytelling, both partners seem intent on innovation, sustainability, and expanding their audience as Dharma prepares for its next phase.