Whether Ullu will eventually become a mainstream player or remain a niche guilty pleasure remains to be seen. What is clear, however, is that Ullu has carved out its space by speaking a language — literally and figuratively — that no other platform dared to speak until recently.
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Initially, Ullu struggled to find its identity. But soon, it realized there was an underserved segment of Indian viewers — largely Tier-2 and Tier-3 city audiences — who wanted more sensual, edgy, and dramatic content not found on TV or mainstream OTTs. Whether Ullu will eventually become a mainstream player
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