Meet Bela Bajaria who was fired from her job in 2016 but is now helping Netflix make millions from India

On January 6, Netflix celebrated ten years in India, highlighting the significant progress of the streaming service in one of its fastest expanding markets. In the fiscal year 2025, Netflix’s Indian division reported a 63% increase in net profit, reaching 7 crore. This growth is attributed to an expanding audience base and a more focused content approach.

Central to this success is Bela Bajaria, an executive influential in guiding Netflix’s offerings both in India and worldwide.

Bela Bajaria’s Role at Netflix

Bajaria assumed the role of Chief Content Officer at Netflix in 2023. In this position, she manages all content production, ranging from region-specific originals to global franchises, across more than 190 countries. Her influence in entertainment makes her one of the key figures determining global viewing trends.

A Diverse and Resilient Career Journey

Bajaria’s career has been marked by diverse experiences and resilience. Born in London to Indian parents, she spent part of her childhood in Zambia before relocating to the United States. She pursued communications at California State University, Long Beach, laying the foundation for her storytelling career.

In 1995, she began her career at CBS as an assistant in the movies and miniseries division. Over the next fifteen years, she advanced through various roles, acquiring extensive knowledge of television content development and production. This experience led to her leadership role as president at Universal Television, where she managed numerous scripted programs.

However, in 2016, she faced a setback when she was dismissed from Universal. Rather than hindering her career, this event became a turning point. That same year, Bajaria joined Netflix as the company aimed to expand its original content and international reach.

Driving Global Content with Local Stories

As Netflix expanded beyond Hollywood into markets across Asia, Europe, and Latin America, Bajaria played a crucial role in developing a strategy focused on stories deeply rooted in local cultures but with global appeal.

Her leadership helped produce international successes such as South Korea’s Squid Game, Spain’s La Casa de Papel, and India’s Delhi Crime. In 2023, she was promoted to Chief Content Officer, overseeing a global content operation valued at $18 billion.

Current Impact and Notable Franchises

Currently, Bajaria directs well-known franchises like Stranger Things, Wednesday, Bridgerton, and Squid Game, as well as regional hits including Heeramandi and Lupin. With hundreds of millions of viewers worldwide and the Indian market growing rapidly, her impact on entertainment content is substantial.

Key Takeaways

  • Bela Bajaria plays a pivotal role in Netflix’s content strategy and global expansion.
  • She transformed a career setback in 2016 into an opportunity by joining Netflix.
  • Under her leadership, Netflix India saw a 63% profit increase in fiscal 2025.
  • Her strategy emphasizes culturally rich stories with international appeal.
  • Bajaria oversees widely successful global and regional franchises.