What Ullu does

Ullu, founded in 2018 and headquartered in Mumbai, India, operated as a direct-to-consumer OTT streaming platform specializing in adult-oriented video content — a niche underserved by mainstream Indian streaming services such as Netflix, Amazon Prime Video, and Disney+ Hotstar. The platform distributed content via a proprietary mobile app (ullu.app) and web interface on a recurring subscription basis, targeting Indian consumers seeking on-demand adult entertainment across genres including drama, horror, suspense, thriller, and comedy. The company grew to an estimated 501–1,000 employees prior to regulatory action.

In April 2025, following Supreme Court notices, and more decisively in July 2025, the Indian Ministry of Information and Broadcasting directed ISPs to block Ullu along with 25 other OTT platforms for streaming obscene content in violation of the IT Act, IT Rules 2021, and the Indecent Representation of Women (Prohibition) Act, 1986. This action effectively shuttered Ullu's core revenue stream. Founder Vibhu Agarwal has subsequently pivoted operations toward a new entity, Bharat Next Gen Digital Entertainment Pvt Ltd, which runs the "Hari Om" Vedic history and devotional OTT platform. Hari Om uses generative AI tools (with roughly half of its 132-person team dedicated to AI content production) and has shipped 11 original shows, including "Dronacharya" — described as India's first AI Vedic history film — alongside a companion devotional app and a VIP Darshan temple-booking service. The original Ullu Digital assets and IP are being divested, and IPO plans have been paused.

Name

Ullu

Legal name

Ullu

Website

https://ullu.app

Company type

Private

Founded year

2018

Operating status

Closed

Headcount range

501–1,000 employees

Short description

Ullu was an India-based direct-to-consumer OTT streaming platform specializing in adult-oriented content; following a July 2025 government ban, its founder is pivoting to AI-generated mythology and devotional content via the Hari Om platform under Bharat Next Gen Digital Entertainment.

Ownership category

akta.pro rank

Product category

OTT Video Streaming

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

SIC

Communications Services, Nec (4899)

akta.pro primary industry

Subscriber Identity, Entitlements & Access (SSO, IAM, Paywall) (MPAHAJAB)

akta.pro secondary industry

Premium Video Add-Ons & Channel Bundles (OTT Aggregators) (MPACAAAK)

Keywords

• OTT video streaming
• Subscription streaming
• Video on demand
• Mythological content streaming
• AI-generated video content

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. OTT Streaming Subscription: Subscription-based streaming service offering adult-oriented video content to consumers in India

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Ullu was a direct-to-consumer OTT video streaming platform, operated via its mobile app and web portal (ullu.app), that offered on-demand access to a wide variety of genres including drama, horror, suspense, thriller, and comedy to Indian viewers on a subscription basis. Following the July 2025 government ban, the founder has pivoted the broader portfolio toward AI-generated mythological and devotional content delivered through the Hari Om platform under Bharat Next Gen Digital Entertainment Pvt Ltd.

Product overview

Ullu (now government-banned) was an adult streaming OTT platform. Founder Vibhu Agarwal has pivoted the business portfolio to AI-generated mythology content through the Hari Om platform (Vedic history OTT), alongside Atrangii (streaming), with a VIP Darshan temple booking service. The company is in the process of selling off Ullu Digital's assets and IP while exploring unrelated ventures including a mouth freshener brand Paan Patakha and a telecom portal.

Differentiator

Problem solved

Functional benefit

Products and services

• Ullu OTT Streaming Platform Direct-to-consumer OTT video streaming platform offering on-demand access to drama, horror, suspense, thriller, comedy, and adult-oriented content to Indian viewers via a mobile app and web portal on a subscription basis; access blocked by ISPs in July 2025.
• Atrangii Streaming Platform OTT streaming platform founded by Vibhu Agarwal as part of his content portfolio, with a pipeline of 22 unreleased web series intended for production and distribution in India.
• Hari Om Vedic History Platform Vedic history and mythological content platform that uses generative AI tools to produce original shows, including retellings of the Ramayana and stories of deities, targeting spiritually inclined Indian viewers.
• Hari Om Devotional App Devotional mobile application under the Hari Om platform providing mythology and devotional programming to Indian consumers, with planned regional language expansion.
• VIP Darshan Temple Booking Service VIP Darshan temple booking service launched as part of the spiritual-tech expansion strategy, allowing Indian consumers to arrange temple darshan bookings through the platform.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

Four partnerships are on record, tiered potential.

• JiopotentialGTM or Marketing PartnerVibhu Agarwal is exploring content licensing and syndication partnerships with Jio as part of his transition strategy following the government ban on Ullu. Discussions involve potential distribution of remaining content assets through Jio's streaming ecosystem.
• SonypotentialGTM or Marketing PartnerVibhu Agarwal is exploring content licensing and syndication partnerships with Sony as part of his transition strategy following the government ban on Ullu. Discussions involve potential distribution of remaining content assets.
• Zee5potentialGTM or Marketing PartnerVibhu Agarwal is exploring content licensing and syndication partnerships with Zee5 as part of his transition strategy following the government ban on Ullu. Discussions involve potential distribution of remaining content assets.
• HotstarpotentialGTM or Marketing PartnerVibhu Agarwal is exploring content licensing and syndication partnerships with Hotstar as part of his transition strategy following the government ban on Ullu. Discussions involve potential distribution of remaining content assets through Hotstar's streaming ecosystem.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Zee5: Major Indian OTT platform with broad content catalog and household brand recognition; directly comparable as a subscription OTT distribution partner and competitor within India, currently exploring content licensing ties with Ullu's IP.
• Amazon Prime Video India: Major global streaming service with significant Indian investment and originals; comparable as a tier-1 Indian subscription OTT incumbent and was a co-respondent with Ullu in the Supreme Court obscenity notice.
• MX Player: India-based ad-supported video platform and OTT service with broad catalog reach; relevant India OTT peer at the freemium end of the same subscription/distribution spectrum Ullu competed in.
• SonyLIV: Established Indian OTT platform from Sony Pictures Networks India with broad entertainment, sports, and originals; serves a similar subscription OTT audience and is currently in licensing discussions with the Ullu team.
• Disney+ Hotstar: Dominant Indian OTT platform combining Disney, regional language, and live sports content; comparable as a tier-1 subscription streaming incumbent and ongoing prospective distribution partner for legacy Ullu content IP.
• Jio Cinema: India's leading ad-supported streaming platform operated by Viacom18 under Reliance; relevant broad incumbent competitor and prospective content licensing counterparty for Ullu IP.
• Netflix India: Global streaming leader with a focused India content strategy; was named alongside Ullu in Supreme Court notices regarding obscene content and serves as a major reference comparable for the Indian paid OTT category.

Direct peers

• Desiflix: India-focused OTT platform catering to adult-oriented content; was named in the same July 2025 government blocklist, serving as a tightly comparable niche OTT peer subject to identical regulatory dynamics.
• Atrangii: Streaming platform founded by Vibhu Agarwal alongside Ullu; operated from the same founder-controlled infrastructure with shared content strategy, making it a directly comparable entity in product and operating model.
• ALTT (AltBalaji): Indian OTT platform focused on adult-oriented and bold/differentiated content; was banned in the same July 2025 government action as Ullu and serves as the closest direct comparable on niche content positioning, regulatory exposure, and India consumer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/ulluapp
• LinkedInlinkedin.com/company/ullu-app

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ullu