The rise and rise of Ullu

On the back of steamy content, this under-the-radar video streaming app is emblematic of the changing face of online programming.

The room was packed.

At a top-notch hotel in an upmarket Mumbai locality, people were gathered to celebrate a successful year in the business. The ceremony wasn’t too fancy, just a small gathering of writers, producers, actors, directors, musicians and corporate executives—all waiting for someone to take the stage. Many in the crowd had been nominated for creating some outstanding films that year. The room was brimming with anticipation.

The organizer of the event was a Delhi-based video streaming platform called Ullu and some of the movie titles that were the highlights of the evening included “CharmSukh” (literally “pleasure of …


Harveen Ahluwalia

Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.

Editor, Internet