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.
Excerpts from the Interview:
Please explain your entrepreneurial journey and the inspiration behind launching the OTT platform Atrangi.
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.
What other shows would you like to add, and currently, what is the demand for mythological content in India?
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.
How do you see your OTT platform in the context of the broader Indian OTT market?
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.
Where do you see the OTT market headed in 2025, and how do you plan to achieve your goals?
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)
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