Aastha

What Aastha does

Aastha is an India-based devotional media company founded in 2000, headquartered in Noida, and operating the Aastha TV television channel along with a suite of digital streaming properties. The company delivers socio-spiritual-cultural content aimed at followers of Hindu Sanatan Dharma, including live coverage of religious discourses (kathas), bhajans, yoga programs, ayurvedic content, and pilgrimage documentaries. Its content slate features well-known spiritual leaders such as Morari Bapu, Didi Maa Ritambhara, Mahesh Guru Ji, Devkinandan Thakur Ji, and Yogrishi Swami Ramdev, and extends across an ecosystem of regional sub-brands — Aastha Bhajan, Dharm Sandesh, Vedic, AASTHA Tamil, AASTHA Telugu, AASTHA Kannada, and Aastha Gujarati — in addition to Aastha Originals programming.

The core product is a subscription-based streaming platform available through aasthatv.tv and native iOS and Android mobile applications, offering Live TV, Catch-Up TV, and Video on Demand. The platform runs a 7-day free trial followed by monthly subscription billing and also operates as a cable/satellite broadcast channel. Content is organized into categories such as Bhajans, Aastha Originals, Aastha Ke Teerth (pilgrimage content), Gau Katha, and Aastha Ki Parikrama (pilgrimage documentary series). Distribution is direct-to-consumer globally, with content broadcast and streamed for both domestic Indian viewers and the Indian diaspora.

Revenue is generated through recurring monthly subscriptions for digital streaming access, with the linear TV channel likely supplemented by carriage or advertising arrangements not disclosed in the source material. The company is privately held with 11-50 employees, has no public funding rounds, no disclosed management team, no API or developer platform, and no documented AI/ML capabilities. Its competitive positioning rests on a long-established devotional content library, multi-language regional feeds, and multi-platform distribution rather than technology differentiation.

Name

Aastha

Legal name

Aastha

Website

https://aasthatv.tv

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Aastha is a privately held, Noida-based devotional media company founded in 2000 that operates the Aastha TV channel and a subscription streaming platform (web, iOS, Android) serving Hindu Sanatan Dharma viewers in India and the diaspora with kathas, bhajans, yoga, and pilgrimage content.

Ownership category

akta.pro rank

Product category

Devotional Media Streaming

NAICS

Television Broadcasting Stations (51612), Television Broadcasting Stations (516120), Radio and Television Broadcasting Stations (5161), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Television Broadcasting Stations (4833), Cable & Other Pay Television Services (4841)

akta.pro industry

PRIMARYMPABALAH

Hindu Broadcasting

Media, Entertainment & Sports/Broadcasting (TV & Radio)/Religious/Faith-Based Broadcasting

SECONDARYMPACAAAL

Enterprise/Creator Video Hosting & OTT SaaS Platforms

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Video Streaming Platforms (SVOD/AVOD/FAST)

Keywords

• Devotional television broadcasting
• Spiritual content streaming
• Religious video on demand
• Hindu devotional programming
• Pilgrimage documentary content

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Streaming: The channel offers subscription-based access to live TV, catch-up content, and video on demand through its website and mobile applications. Users can subscribe to watch devotional content including bhajans, kathas, yoga programs, and spiritual ceremonies.

Pricing tiers

Distribution channels3 records

Marketing channels3 records

Core offering

Aastha TV is a subscription-based devotional media platform offering live TV streaming, catch-up content, and video on demand through its website and mobile applications. The platform delivers Hindu Sanatan content including bhajans, kathas, yoga programs, and spiritual ceremonies across five Indian languages (Hindi, Tamil, Telugu, Kannada, Gujarati). It also operates as a traditional cable/satellite TV channel with regional sub-brands and produces original programming covering pilgrimages, festivals, and Vedic teachings.

Product overview

Aastha is a multi-channel devotional media platform offering a unified ecosystem of spiritual and religious content. The core product is the Aastha TV channel featuring Hindu Sanatan devotional programming including religious discourses, bhajans, yoga, and ayurvedic content. The platform extends through seven regional sub-brands (Aastha Bhajan, Dharm Sandesh, Vedic, AASTHA Tamil, AASTHA Telugu, AASTHA Kannada, and Aastha Gujarati) and digital offerings including Live TV streaming, Catch-Up TV on-demand service, and a mobile app for iOS and Android. Content categories include Bhajans, Aastha Originals (original series), Aastha Ke Teerth (pilgrimage content), and Gau Katha, all accessible through the website and mobile application.

Differentiator

Problem solved

Functional benefit

Brands

• Aastha Bhajan: Devotional music channel featuring bhajans and religious songs
• Dharm Sandesh
• Vedic
• AASTHA Tamil
• AASTHA Telugu
• AASTHA Kannada
• Aastha Gujarati
• Aastha Originals
• Aastha Ke Teerth

Products and services

• Aastha TV Streaming Service The core Aastha TV streaming service offering live TV, catch-up on-demand viewing, and video on demand featuring Hindu Sanatan devotional content including religious discourses, bhajans, yoga programs, and ayurvedic content. Available through a subscription with a 7-day free trial via the website and mobile applications.
• Aastha Bhajan
• Dharm Sandesh
• Vedic
• AASTHA Tamil
• AASTHA Telugu
• AASTHA Kannada
• Aastha Gujarati
• Aastha Mobile App
• Aastha Originals
• Aastha Ke Teerth
• Aastha Ki Parikrama

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bhakti TV: Bhakti TV is an Indian devotional channel featuring bhajans, kirtans, and discourses of spiritual leaders; it is a direct competitor to Aastha TV in the cable/digital devotional broadcasting space targeting Hindu viewers in India.
• Darshan 24: Darshan 24 is a 24x7 Indian spiritual and devotional television channel streaming religious discourses, kathas, and bhajans, comparable to Aastha TV in its core broadcast proposition and target audience.
• Sadhna TV: Sadhna TV is a long-running Indian spiritual TV channel focused on Hindu devotional content, kathas, and religious programming, competing head-to-head with Aastha TV for devotional viewership and advertising revenue.
• Sanskar TV: Sanskar TV is a leading Indian devotional television channel offering Hindu spiritual content including kathas, bhajans, and religious discourses, directly competing with Aastha TV for the same Hindi-speaking Sanatan Dharma audience across cable and digital platforms.

Others

• Watcho (Aastha's underlying OTT platform): Watcho is the OTT streaming platform powering the Aastha TV digital experience, providing the live, catch-up, and VOD infrastructure for the channel; it is a technology enabler and ecosystem participant that compares as adjacent infrastructure rather than a competing content brand.

Broad incumbents

• T-Series Bhakti: T-Series is a major Indian music and film label with a large devotional/bhakti YouTube presence and a T-Series Bhakti app; it competes with Aastha TV for devotional viewership and bhajan content rights, particularly via free digital channels.
• Shemaroo Bhakti: Shemaroo is a large Indian media and content company with a dedicated Shemaroo Bhakti devotional channel and app, offering comparable Hindu spiritual content as part of a broader content portfolio that competes with Aastha TV across linear and OTT.
• Zee Entertainment Enterprises: Zee operates a broad portfolio of Indian TV channels and OTT (Zee5) including devotional/spiritual content, and is a broad incumbent whose scale, regional feeds, and digital platform compete with Aastha TV for both viewers and ad budgets.
• Times Network: Times Network operates multiple Indian TV channels and the MX Player digital platform, and is a broad incumbent whose scale, language feeds, and streaming reach overlap with Aastha TV's Hindi and regional devotional content proposition.

Regional players

• Spiritual Hawaii / Bhakti TV (US): Bhakti TV (US) is the North American distribution of a Hindu devotional channel targeted at the Indian diaspora, comparable to Aastha TV's diaspora-focused international distribution in the same niche but serving a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/aasthatvchannel

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Aastha