Ultra
Ultra Media & Entertainment is a Mumbai-based, founder-owned Indian media company operating since 1982 in film content acquisition, production, and distribution, with multiple OTT platforms (Ultra Play Hindi, Ultra Jhakaas Marathi, Ultra Gaane music), B2B studio services, and a four-decade Bollywood content library.
- Company typePrivate
- Founded1982
- HeadquartersParel, India
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Ultra does
Ultra Media & Entertainment Private Limited is a Mumbai-headquartered, privately-held film and television content company founded in 1982 by Sushilkumar Agrawal. The company operates across the full content value chain — copyright acquisition, aggregation, production, and distribution — anchored by a multi-decade library of Bollywood and regional film rights that includes the 1989 breakthrough acquisition of 'Maine Pyaar Kiya' video rights. Its core technology infrastructure is built around digital film preservation and post-production capabilities including digital restoration, remastering, upscaling, colorization, scanning, color grading, audio engineering, rotoscoping, and multi-language dubbing, delivered through the wholly-owned Ultra Digital Studio subsidiary and offered to third-party studios as a B2B service.
The commercial model is diversified across six revenue streams: subscription-based video streaming (SVOD) via Ultra Play and Ultra Jhakaas; advertising-based video on demand (AVOD) in a hybrid OTT model; one-time film rights licensing across Blu-ray, cable, DTH, mobile, internet, and overseas theatrical; merchandise sales (Ultra Soft Toys, branded collectibles); professional studio services to external clients; and music rights exploitation through the Ultra Gaane platform and legacy cassette distribution. Consumer pricing is highly accessible — Rs 19 per movie for transactional streaming — while the OTT platforms pursue hybrid SVOD/AVOD monetization with materially higher ARPU in international markets than in India. Content is distributed through three proprietary platforms, a DTC e-commerce site (ultraindia.com), third-party OTT partnerships (Prime Video, JioHotstar, SonyLIV), and physical media channels, reaching Indian mass-market viewers, Marathi-speaking audiences in Maharashtra, and the global Indian diaspora.
The group has 600+ employees across India and international markets and reports an active operating posture with ongoing product launches (Ultra Play and Ultra Gaane launched September 2024 with Rs 500 crore in committed capital) and original content production. A September 2024 corporate-funded capital commitment of approximately $60M is funding the transition from a legacy content-rights holder into a multi-platform OTT operator, though no external institutional investment, public financial disclosures, or AI/ML capabilities are evidenced in the available data.
Ultra firmographics
Firmographics- Name
- Ultra
- Legal name
- Ultra Media & Entertainment Private Limited
- Website
- https://ultraindia.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Ultra Media & Entertainment is a Mumbai-based, founder-owned Indian media company operating since 1982 in film content acquisition, production, and distribution, with multiple OTT platforms (Ultra Play Hindi, Ultra Jhakaas Marathi, Ultra Gaane music), B2B studio services, and a four-decade Bollywood content library.
- Ownership category
- akta.pro rank
Ultra industry classification
Industry- Product category
- Film and Television Production and Distribution
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Broadcasting and Content Providers (516)
- SIC
- Services-Motion Picture & Video Tape Distribution (7822), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Home Entertainment Distribution (Digital: TVOD/EST) (MPADAJAE)
- akta.pro secondary industries
- OTT Platform CMS & Content Operations (Catalog, Scheduling, Workflows) (MPAHAJAA), Pay-TV / Premium Window Distribution (MPADAJAH), Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles) (MPAHAJAO)
Keywords
Where Ultra is headquartered
LocationHeadquarters
- HQ city
- Parel
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Ultra business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- OTT Streaming Subscriptions: Subscription-based video on demand (SVOD) through Ultra Play and Ultra Jhakaas platforms; Hindi-exclusive and Marathi-exclusive content offerings
- Digital Advertising: Advertising-based video on demand (AVOD) as part of hybrid monetization models in India's streaming market
- Film Content Sales: Sale of film rights across multiple formats and territories including Blu-ray, internet, cable TV, mobile, DTH, and overseas theatrical
- Merchandise: Sale of merchandise products including film-related merchandise and collectibles
- Studio Services: Professional film preservation and post-production services including restoration, colorization, dubbing, and audio engineering offered to external clients
- Music Rights: Acquisition and exploitation of music rights including audio cassette and digital music distribution through Ultra Gaane platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual movie streaming at ₹19 |
| Subscription | Monthly | OTT platform subscriptions with hybrid models |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels7 records
Ultra product offering
Product offeringCore offering
Ultra Media & Entertainment is a film and television content acquisition, production, and distribution company that owns and exploits a large library of Bollywood, Marathi, and dubbed regional titles. It monetises this catalogue through proprietary OTT streaming platforms (Ultra Play, Ultra Jhakaas, Ultra Gaane), physical media (Blu-ray), DTH/cable, digital downloads, international licensing, and merchandise, while also offering B2B studio services such as digital film restoration, colorization, dubbing, and audio engineering.
Product overview
Ultra Media & Entertainment Group is a diversified media and entertainment company established in 1982, operating multiple OTT streaming platforms including Ultra Play (India's first Hindi-exclusive OTT), Ultra Jhakaas (Marathi OTT), and Ultra Gaane (music platform). The company also operates Film Production and Distribution services with a vast catalogue of films, Studio Services offering post-production capabilities (restoration, colorization, dubbing, audio engineering), and ancillary businesses including Mintage World (online museum for collectibles), Ultra Digital Studio, Ultra Soft Toys, and Ultra 3D Magic. The group's portfolio spans video streaming, music, film rights, studio production services, and merchandise.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultra Play India's first Hindi-exclusive OTT platform streaming the Ultra-owned classic Bollywood catalogue, web series, and curated showcases, targeted at Hindi entertainment consumers in India and the global Indian diaspora.
- Ultra Jhakaas Marathi-exclusive OTT platform offering 2,000+ hours of Marathi films, web series, and Hollywood blockbusters dubbed in Marathi for Marathi-speaking audiences in Maharashtra and globally.
- Ultra Gaane Music streaming OTT platform offering Bollywood songs and evergreen Indian melodies for music listeners in India and the global Indian diaspora.
- Film Production and Distribution
- Studio Services (Digital Film Restoration, Re-Mastering, Up-Scaling, Colorization, Scanning, Color Grading, Audio Engineering, Rotoscoping, Dubbing) Professional post-production and film preservation services offered to external clients (studios, content producers), covering digital film restoration, re-mastering and digitization, digital up-scaling, film colorization, film scanning, color grading (DI), audio engineering, rotoscoping and paint, and multi-language dubbing.
- Mintage World Online digital museum and platform for vintage and new coins, stamps, and currency notes, serving collectors, researchers, and heritage enthusiasts.
- Ultra Soft Toys Soft-toy merchandise line leveraging Ultra's entertainment IP and characters for direct-to-consumer sale through the ultrasofttoys.com storefront.
- Ultra Digital Studio Digital studio services subsidiary providing post-production and digital media production services for film and media clients.
- Ultra 3D Magic 3D services subsidiary offering 3D production, conversion, and mastering services for media and entertainment clients.
Quantifiable outcome
- ₹500 crore investment in September 2024 for new OTT platforms
- +1 more outcomes
Companies that use Ultra
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles3 records
Ultra technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Ultra partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sushilkumar AgrawalcoreFounder and CEO of Ultra Media & Entertainment Group; leads the company's strategic direction since founding in 1982 with vision for technology-driven entertainment production and distribution
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Ultra competitors and assessment
Company assessmentDirect peers
- Hungama Digital Media: Indian Bollywood music and video OTT/content platform monetizing catalog via subscription and ads, overlapping Ultra's OTT and music (Ultra Gaane) offerings.
- Saregama India: Legacy Indian music and film IP owner monetizing a deep catalog across licensing, OTT and streaming, closely comparable to Ultra's rights-and-library monetization strategy.
- Eros Media World: Bollywood film production, catalog rights and OTT (Eros Now) operator; comparable end-to-end content acquisition, production and streaming model to Ultra.
- Shemaroo Entertainment: Listed Indian content aggregator with a large Bollywood library, film/TV distribution and its own OTT (ShemarooMe); mirrors Ultra's library-plus-OTT model almost exactly.
- Goldmines Telefilms: Acquires film rights and dubs/distributes content across satellite, digital and its own channels/apps, directly overlapping Ultra's dubbing, rights acquisition and distribution activities.
Broad incumbents
- Balaji Telefilms: Established Indian content producer with film/TV output and OTT (ALTBalaji); broader production-led incumbent overlapping Ultra's production and streaming.
- Zee Entertainment (ZEE5): Large diversified Indian media group with a major content library and national OTT platform; a broad incumbent competing for the same Hindi and regional streaming audiences as Ultra.
Regional players
- Planet Marathi: Marathi-focused OTT and content platform serving the same regional-language audience Ultra targets with Ultra Jhakaas.
Emerging players
- Tips Industries: Music and film rights owner monetizing a large Bollywood catalog through licensing and digital streaming, comparable to Ultra's music rights and library exploitation.
Others
- Prime Focus: Global media services and post-production/VFX/restoration provider; overlaps with Ultra's studio services (restoration, DI, digitization) rather than its content ownership.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Ultra social profiles
Digital presenceUltra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ultra leadership team
Management profileNumber of profiles
Profiles2 records
Ultra subsidiaries and ownership
Company hierarchySubsidiaries7 records
Ultra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ultra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ultra
What does Ultra do?
Ultra Media & Entertainment is a film and television content acquisition, production, and distribution company that owns and exploits a large library of Bollywood, Marathi, and dubbed regional titles. It monetises this catalogue through proprietary OTT streaming platforms (Ultra Play, Ultra Jhakaas, Ultra Gaane), physical media (Blu-ray), DTH/cable, digital downloads, international licensing, and merchandise, while also offering B2B studio services such as digital film restoration, colorization, dubbing, and audio engineering.
Is Ultra a public or private company?
Ultra is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ultra founded?
Ultra was founded in 1982. It employs 101 to 250 people.
Where is Ultra based?
Ultra is headquartered in Parel, India, in the Asia region.
How does Ultra make money?
Six revenue lines are on record. OTT Streaming Subscriptions are the primary driver. The others are digital Advertising, film Content Sales, merchandise, studio Services and music Rights.
Who are Ultra's main competitors?
Direct peers on record are Hungama Digital Media, Saregama India, Eros Media World, Shemaroo Entertainment and Goldmines Telefilms. Broad incumbents are Balaji Telefilms and Zee Entertainment (ZEE5). Planet Marathi is listed as a regional player. Tips Industries is listed as an emerging player. Prime Focus is listed as an others.
Does Ultra have an API?
No public API is recorded for Ultra.
What industry is Ultra in?
Ultra's product category is Film and Television Production and Distribution. Its primary akta.pro industry code is MPADAJAE, Home Entertainment Distribution (Digital: TVOD/EST), with a secondary code of MPAHAJAA, OTT Platform CMS & Content Operations (Catalog, Scheduling, Workflows). Its NAICS code is 516210 and its SIC code is 7822.