Global streaming giant, Netflix has struck a long-term relationship with Bollywood megastar Shah Rukh Khan’s production house Red Chillies Entertainment.

Netflix subscribers will have access to more than 30 Red Chillies library titles and any new film produced by the company in the next three years.

First up will be “Dear Zindagi”, starring Khan and Alia Bhatt that released theatrically Nov. 25, followed by box office hits “Happy New Year,” “Dilwale” and “Om Shanti Om.”

The deal was announced only a day after Netflix’s streaming rival Amazon unveiled a global rollout of its Prime Video service, and made particular play of its launch in India.

Although India is a key market for both companies, the deal with Red Chillies is Netflix’s first with a production company in India. Amazon has content deals with Bollywood studios Dharma Productions, T-Series and Vishesh Films.

“Shah Rukh Khan is the most sought-after actor in the Indian film industry, and has played a huge role in bringing Indian cinema to the world stage,” said Netflix chief content officer Ted Sarandos. “His monicker ‘King Khan’ speaks to his status as a cultural icon and to the incredible popularity of his films among audiences worldwide.”

“Red Chillies is surging ahead in global entertainment and for the first time, our great stories are going global on Netflix all at once and crossing all geographical barriers, waiting to be discovered over the world. No more waiting for our fans wherever they are,” said Khan.

Apart from a few mainstream blockbusters like “Prem Ratan Dhan Payo”, “Kabali”, “Theri” and “1-Nenokkadine”, Netflix has largely concentrated on acquiring films from the festival circuit.