MUMBAI: While major players like Reliance Big Pictures and Dharma Productions are already testing out Hollywood waters, there’s a new entrant on the scene. Shah Rukh Khan recently launched his production company Red Chillies USA, setting his eyes on international production values and the American box office.

Charged with expanding the company’s digital presence while also securing partnerships with American production houses, the unit would be headed by Shailja Gupta.

“I want to start the company off with a bang. But I’d like the work to speak for itself,” Gupta has reportedly observed.

Red Chillies is not just about promoting the idea of Bollwood in the US. By claiming a presence overseas, the production house hopes to improve the quality of its own film production, whether it means shopping for scripts to co-produce or partnering with cutting-edge technicians.

Drawing attention to Bollywood’s growing need to join forces with its American counterpart for survival’s sake, Gupta said, “Hollywood’s reach is everywhere; they’ve gobbled up a lot of industries across the world—India and its urban audiences are next. We’re hoping when we tie up with Western filmmakers, they’ll introduce a certain way of writing that we can learn from because Bollywood really needs to buck up on its scripts.”

Launched in 2002, Red Chillies Entertainment, the parent company of Red Chillies USA, began its operations in Mumbai as a production house co-founded by Shah Rukh Khan and his wife, Gauri. The company later branched out to include other divisions including an in-house visual effects studio at Andheri.

Khan’s popularity among non-resident Indians is likely to help the company take off in the U.S. “Shah Rukh often jokes that he’s an NRI actor, so having his brand recognised worldwide has never been an issue,” added Gupta.

Khan’s NRI appeal can be attributed to memorable performances in blockbusters like Dilwale Dulhaniya Le Jayenge, Kuch Kuch Hota Hai and Kabhi Khushi Kabhi Gham.