The AV Birla group is entering the film-making business as part of its media and entertainment foray. The group has floated a company, Applause Entertainment, to move into the various segments of the media business, including a modest presence in television software production.
Applause is set to release Anita & Me, an Indo-UK film, in India in late January or early February.
The film, based on an award-winning book by Meera Syal, was released in the UK in November and has hit the Top 10 charts there. It managed to rake in
