Hyderabad: In a landmark collaboration aimed at redefining Public-Private-People Partnerships (P4s), EQUIPPP (Expression of Equity Interest in Public and Private Partnerships) has partnered with media-tech company SMAAX Digitech Pvt. Ltd. to co-develop scalable initiatives across entertainment, sports, and the rural creator economy.
This strategic alliance was approved in principle by EQUIPPP’s Board on May 30, 2025. As part of the deal, EQUIPPP will acquire a 51% equity stake in SMAAX and infuse ₹15 crore to consolidate control over SMAAX’s high-impact IPs, including SIIMA (South Indian International Movie Awards), Celebrity Cricket League (CCL), INCA (Indian National Cine Academy), and the Streaming Academy Awards. SMAAX’s enterprise value is capped at ₹150 crore under the agreement.
By combining EQUIPPP’s expertise in cross-sector, tech-led partnerships with SMAAX’s influential entertainment platforms, the duo aims to evolve “Phygital” P4s – where physical and digital experiences intersect to drive inclusive growth.
“After a decade of shaping the P4 concept, we are thrilled to partner with SMAAX to scale it with visibility and impact,” said Vindhya Dronamraju, Wholetime Director at EQUIPPP. “Sports and entertainment are powerful vehicles for community engagement and transformation.”
SMAAX Director Vishnu Vardhan Induri added, “This partnership allows us to execute large-scale social innovations. We plan to launch Balloon Theatres under the P4 model – cinema spaces co-run by local entrepreneurs and CSR foundations. We will also build Rural Sports Leagues in Kabaddi, Cricket, Volleyball, and Athletics.”
EQUIPPP to Expand Social Impact Footprint
Already recognized in Telangana, Andhra Pradesh, and Madhya Pradesh for pioneering P4-led education, connectivity, and skill development initiatives, the company will now expand its social impact footprint through sector-specific and geography-specific media-tech solutions.
With this partnership, EQUIPPP and SMAAX are poised to build a new operating system for P4s, using creativity, cultural capital, and collaboration to shape India’s inclusive development future.
