The rise of Ullu can be attributed to several factors that set it apart from its competitors:
Launched in December 2018 by Vibhu Agarwal, Ullu App entered the Indian OTT market with a highly specific value proposition: delivering bold, sensual, and dramatic stories tailored for regional audiences. While larger platforms were investing millions in high-budget crime thrillers and Bollywood-led dramas, Ullu recognized an underserved demographic looking for adult romance, erotica, and edgy suspense. The Content Blueprint Ullu -- HiWEBxSERIES.com