Vibhu Agarwal, Founder of Atrangii on making Hari OM app dedicated to mythological content and more- EXCLUSIVE

Vibhu Agarwal, Founder of Attrangi TV on making Hari OM app dedicated to mythological content and more- EXCLUSIVE

In an exclusive interview with Money Control, Vibhu Agarwal, Founder of Atrangii OTT and Hari Om OTT, shared his entrepreneurial journey and the insights behind launching the OTT platform.

Initially, he ventured into television, experimenting with international content in Hindi dubbing, including Korean, Turkish, Japanese, and Chinese serials.

Despite investing significant resources, the TV venture did not meet expectations. He then shifted focus to digital platforms, leveraging his experience in OTT. The platform now features both international content and original series like Chitta Ve and NCR- Nithari Crime.

Atrangi is also becoming a hub for mythological content, with successful shows like Parshuram.

Vibhu Agarwal highlighted the growing demand for mythological series and revealed plans to expand the platform with new, quality-driven content, including short web series and feature films.

Addressing the competitive OTT market, he emphasised the importance of content sustainability and high production value to stand out, acknowledging that big players dominate but smaller platforms with a unique niche. But Atrangii and Hari Om app's mythology focus, are carving out their space.

The reason for launching Atrangi was that I wanted to create a TV-first model. I’ve always sought to introduce something new, and when I saw many people entering the field, I realised there could be potential business in it. I specifically wanted to bring international content in Hindi, such as Korean, Turkish, Japanese, and Chinese TV shows, which I found to be very popular in India through surveys.

We are focusing on shows about Hindu gods, including series on gods like Tirupati BalaJi, Mahalakshmi, and Jai Jagannath. Initially, we were creating 52-episode shows, but based on audience feedback, we’ve shifted to shorter formats. We are also creating films based on these mythological themes, with a budget to enhance the content’s grandeur, such as a 2.5-hour feature on Ma Kamakhya Devi Ji.

The OTT market in India is vast and competitive. Only big players with sustainability will survive. We’re focusing on high-quality, expensive mythological content, which requires significant investment. Our platform is aiming for long-term sustainability, and while there are many players in the market, we believe that our unique content will allow us to carve out a space.

The OTT market will continue to grow, and competition will intensify. Big players or those with strong sustainability will thrive. We are committed to our content, which is expensive and high-quality, but our focus is on long-term sustainability. We are creating genre-specific OTT platforms, and while the competition is fierce, we aim to ensure the quality of our content to succeed.

(Vibhu Agarwal's interview was done by Sarika Sharma, Editor Entertainment, MoneyControl)