{"id":245779,"date":"2026-06-12T04:30:00","date_gmt":"2026-06-12T04:30:00","guid":{"rendered":"https:\/\/entertainment.runfyers.com\/index.php\/2026\/06\/12\/cheaper-faster-and-culturally-aware-avataars-video-ai-is-built-for-indias-scale-techcrunch\/"},"modified":"2026-06-12T04:30:00","modified_gmt":"2026-06-12T04:30:00","slug":"cheaper-faster-and-culturally-aware-avataars-video-ai-is-built-for-indias-scale-techcrunch","status":"publish","type":"post","link":"https:\/\/entertainment.runfyers.com\/index.php\/2026\/06\/12\/cheaper-faster-and-culturally-aware-avataars-video-ai-is-built-for-indias-scale-techcrunch\/","title":{"rendered":"Cheaper, faster, and culturally aware, Avataar&#8217;s video AI is built for India&#8217;s scale | TechCrunch"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p id=\"speakable-summary\" class=\"wp-block-paragraph\">India\u2019s AI model output has been slow compared to the U.S., Europe, and China. Only a few startups are releasing models, and most of them are large language models or voice models. To encourage more development, the government launched the <a rel=\"nofollow noopener\" href=\"https:\/\/www.pib.gov.in\/PressReleaseIframePage.aspx?PRID=2245063\u00ae=48&amp;lang=2\" target=\"_blank\">India AI Mission<\/a>, a roughly $1.2 billion initiative that \u2014 among other things \u2014 gives selected startups access to subsidized GPU compute in exchange for releasing their models publicly. One of the 12 startups selected for the program, <a rel=\"nofollow noopener\" href=\"https:\/\/varya.avataar.ai\/\" target=\"_blank\">Avataar AI<\/a>, has launched a new video model called Varya that is built to understand local context \u2014 such as identifying different festivals, food, and clothing.<\/p>\n<p class=\"wp-block-paragraph\">The Peak XV-backed startup, which focuses on <a href=\"https:\/\/techcrunch.com\/2025\/01\/06\/avataar-releases-new-tool-to-create-ai-generated-videos-for-products\/\" target=\"_blank\" rel=\"noopener\">creating video tools for e-commerce<\/a>, didn\u2019t build Varya from scratch. It started with Wan 2.2, a publicly available video generation model released by Alibaba, and used a technique called distillation \u2014 essentially compressing the model\u2019s capabilities into a leaner, faster version optimized for Avataar\u2019s specific use cases. The result is a model that runs in four steps rather than Wan 2.2\u2019s 50, producing video 10 times faster and at a fraction of the cost.<\/p>\n<p class=\"wp-block-paragraph\">To put that in concrete terms: using an NVIDIA H200 GPU, Varya can generate a 5-second 720p clip in 45 seconds, compared to 1,230 seconds for Wan 2.2.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<p>\n<iframe class=\"tcembed-iframe tcembed--vimeo\" loading=\"lazy\" title=\"Introducing India's first distilled video model - Varya 1.0\" src=\"https:\/\/player.vimeo.com\/video\/1199470833?h=516cce122a&amp;dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/p>\n<\/figure>\n<p class=\"wp-block-paragraph\">The most striking aspect of Varya may be its price. The company plans to charge \u20b90.48 ($0.005) per second of video on its hosted service \u2014 far cheaper than models like Veo, Kling, Luma, and Runway, which typically charge $0.10 or more per second. That\u2019s a roughly 20x price difference.<\/p>\n<p class=\"wp-block-paragraph\">\u201cIndia is a video-first market. We see this across every large consumer internet product in India: video wins over text. Current AI video models are too expensive for population-scale use in India. If video AI is going to reach students, teachers, MSMEs, creators, enterprises, and public services, costs have to come down dramatically. Cost is the biggest unlock for AI adoption in India,\u201d Peak XV\u2019s managing director Rajan Anandan told TechCrunch.<\/p>\n<p class=\"wp-block-paragraph\">Image and video generation models often miss cultural nuances and produce stereotyped or generic outputs \u2014 a problem TechCrunch has <a href=\"https:\/\/techcrunch.com\/2024\/05\/07\/meta-ai-is-obsessed-with-turbans-when-generating-images-of-indian-men\/\" target=\"_blank\" rel=\"noopener\">reported on before<\/a>. Avataar AI says it has used curated data to train Varya to recognize cultural nuances including food, clothing, architecture, and festivals.<\/p>\n<p class=\"wp-block-paragraph\">Varya will be released as an open-weight model on<a rel=\"nofollow noopener\" href=\"https:\/\/aikosh.indiaai.gov.in\/\" target=\"_blank\"> India\u2019s AI Kosh portal<\/a> \u2014 the Indian government\u2019s centralized repository for publicly available AI models and datasets \u2014 along with its training data, meaning developers can self-host or modify it for their own needs. Avataar also plans to make the model available to its enterprise customers and says it is open to partnerships with video tools including Higgsfield and Adobe Firefly. Anyone can try it now on its website using text prompts or reference images.<\/p>\n<p class=\"wp-block-paragraph\">Varya\u2019s launch reflects a fundamental tradeoff in India\u2019s AI ambitions. Industry veterans have noted that India can make its mark in AI by <a rel=\"nofollow noopener\" href=\"https:\/\/economictimes.indiatimes.com\/news\/india\/india-must-use-ai-to-create-real-economic-value\/articleshow\/127773181.cms?from=mdr\" target=\"_blank\">creating applications<\/a> and a robust <a rel=\"nofollow noopener\" href=\"https:\/\/www.aninews.in\/news\/business\/india-can-rank-among-top-three-in-global-ai-race-says-infosys-co-founder-kris-gopalakrishnan20260218123701\/\" target=\"_blank\">developer ecosystem<\/a> rather than competing on foundation models. And there\u2019s a reason for that pragmatism: model development has been slower in India than in global rivals due to a <a rel=\"nofollow noopener\" href=\"https:\/\/analyticsindiamag.com\/global-tech\/indias-ai-dream-falls-short-of-a-million-gpus\" target=\"_blank\">lack of compute<\/a> and limited quality data availability.<\/p>\n<p class=\"wp-block-paragraph\">The  India AI Mission is also part of a broader government push to close that gap. Last year, it selected 12 startups \u2014 Avataar AI among them \u2014 to develop AI models and provided them with cost-efficient compute. Earlier this year, IT minister Ashwini Vaishnaw said India aims to attract <a href=\"https:\/\/techcrunch.com\/2026\/02\/17\/india-bids-to-attract-over-200b-in-ai-infrastructure-investment-by-2028\/\" target=\"_blank\" rel=\"noopener\">$200 billion<\/a> in AI investment by 2028 and more than <a rel=\"nofollow noopener\" href=\"https:\/\/timesofindia.indiatimes.com\/technology\/tech-news\/india-to-more-than-double-its-gpu-capacity-in-six-months-says-it-minister-ashwini-vaishnaw-at-ai-summit\/articleshow\/128460540.cms\" target=\"_blank\">double<\/a> its GPU capacity within six months.<\/p>\n<\/div>\n<p><em>When you purchase through links in our articles, <a href=\"https:\/\/techcrunch.com\/techcrunch-affiliate-monetization-standards\/\" target=\"_blank\" rel=\"noopener\">we may earn a small commission<\/a>. This doesn\u2019t affect our editorial independence.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/techcrunch.com\/2026\/06\/11\/cheaper-faster-and-culturally-aware-avataars-video-ai-is-built-for-indias-scale\/\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>India\u2019s AI model output has been slow compared to the U.S., Europe, and China. Only a few startups are releasing models, and most of them are large language models or voice models. To encourage more development, the government launched the India AI Mission, a roughly $1.2 billion initiative that \u2014 among other things \u2014 gives [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":245780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":{"0":"post-245779","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tech"},"_links":{"self":[{"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/posts\/245779","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/comments?post=245779"}],"version-history":[{"count":0,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/posts\/245779\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/media\/245780"}],"wp:attachment":[{"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/media?parent=245779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/categories?post=245779"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/entertainment.runfyers.com\/index.php\/wp-json\/wp\/v2\/tags?post=245779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}