Bollywood is experiencing a resurgence in the UK, following the UK-India Trade Agreement in July 2025, although its popularity had already been rising for some time.
As part of the agreement, Yash Raj Films confirmed it would produce three major blockbusters from earlier this year after an eight-year hiatus. The productions are expected to create around 3,000 new jobs and provide a significant economic boost.
India is already the second-largest source of inward investment in the UK film industry, a figure expected to grow further.
Madame Tussauds London is among the many institutions embracing this resurgence, launching its ‘Icons of India’ exhibition from 1 May
Nileeka Gunawardene, Creative Director of Bollywood Co, a South Asian dance collective based in London, shared her perspective on Bollywood and the exhibition.
Speaking to Asian Standard, she said: “Growing up in the UK, Bollywood was much harder to access than it is today. I vividly remember hearing my first Bollywood song and dance at the age of nine at a talent show, and I was completely mesmerised.”
“There is so much to love about Bollywood, and I particularly enjoy that it caters to so many emotions.”
The ‘Icons of India’ launch celebrates a range of famous figures, including celebrities, sports stars, and Bollywood actors.
Among those featured in the well-known Awards Party Zone are icons such as Shah Rukh Khan, Priyanka Chopra Jonas, Deepika Padukone and Hrithik Roshan, among others.
Gunawardene added: “To be recognised as an ‘Icon of India’ is an incredible title in itself, but to be part of a wider collection and platformed through Tussauds is truly amazing.
“Madame Tussauds is a globally recognised name, so it’s like having a star on the Walk of Fame, a real landmark moment for everyone included.”
From the hair and costumes to eye colour and skin tone, the exhibition is meticulously crafted and visually striking, even for those visitors not from the diaspora.
One visitor, Mistry, known online as @mistryofficial, a London-based RnB artist of Indian heritage said: “It’s very cool to see these figures here. It makes me feel very represented, especially growing up with these stars.”
The exhibition also forms part of a wider collaboration with several partners, including the Indian High Commission. Deepak Choudhary, Coordination Minister for the High Commission, was present at the launch.
He said: “We are not only celebrating celebrities and famous people, but also the partnership between India and the UK.
“This initiative brings the spirit of India to the heart of London while strengthening people-to-people ties, standing as a testament to the enduring cultural bridge between India and the United Kingdom.”
Madame Tussauds, founded in London in 1835 by wax sculptor Marie Tussaud, has been a major attraction since the Victorian era. Across its 25 global locations, it attracts approximately 10 million visitors each year.
The London site alone welcomes around 2.5 million visitors annually.
Maha Khan, 24, a Madame Tussauds employee who has worked at the attraction since she was 18, said: “I actually helped with the
costumes and selecting the colours. I was part of the process from the start.
“It feels very full circle because these are stars that I grew up with.”
Steve Blackburn, General Manager at Madame Tussauds, said: “We know that since 2000, we’ve had a large Indian audience, and by 2026, the Indian market will grow even larger.
“Bollywood’s global appeal is huge, and London’s love for Indian cinema and cricket grows stronger every year. With ‘Icons of India’, we
are bringing fans closer than ever to the stars they love.”
Many visitors were seen dancing, cheering, and expressing their excitement, a clear sign of how powerful and meaningful the moment was for those in attendance, and for those yet to visit.
The exhibition opened to the public on 1 May and will run until June.
Tickets for the exhibition, along with access to other figures in the museum, are available via the Madame Tussauds website: madametussauds.com.
