Taking mobile theatre in Assam as an example, Ina Ross questions in this article how professional, contemporary theatre can be successful in India, where it is considered to be a niche culture and economically precarious. She examines what would be needed for contemporary theatre in India to appeal to all segments of the population and asks how the theatre can compete with its omnipresent big brother, the cinema. A brief historical introduction to the mobile theatre movement is followed by an analysis of recent performances, complemented by interviews conducted with the major players in Assam's mobile theatre movement. The article shows that the success of mobile theatre is not to be found on the stage alone: it is also a social and societal model that is lived and experienced with the audience, and this ultimately is the key to its success. Ina Ross is a cultural manager with a focus on the performing arts. She has held the position of Associate Professor at the Ernst Busch Academy of Dramatic Art in Berlin, and since 2015 has been teaching arts management at the National School of Drama (NSD) in Delhi. She is the author of Wie überlebe ich als Künstler? (How to Survive as an Artist, 2013).