Here’s a useful, fact-based review of (incorporated in August 2015 ), covering its business model, content, quality, and user experience.
Initially, the platform was not the bold erotica giant we know today. In its nascent stage, Ullu attempted to be a content aggregator, hosting music, short films, and regional content. It was a "general store" in a market that was about to become a supermarket. But as 2016 progressed and millions of new users came online—users who were price-sensitive, vernacular-speaking, and starved for content that terrestrial television wouldn't show them—Agarwal pivoted.
While the mainstream media focused on the "Big City" narratives of startups like Flipkart or Ola, Ullu was building a different kind of empire—one predicated on a simple, yet often overlooked business thesis: In a repressed society, erotica is the ultimate retention tool.
In a fascinating corporate evolution, Ullu recently attempted a rebrand. In 2022-23, the platform launched a new vertical titled and a standalone app named "Ullu Gold."
However, this structure also allowed them to pivot into original production seamlessly. Over the years, the corporate entity expanded its portfolio to include other apps like Kooku , further cementing their hold on the genre.