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Furthermore, the platform faces constant scrutiny from regulatory bodies. The recent implementation of the IT Rules, 2021, has forced all OTT platforms, including Ullu, to self-regulate content more strictly, resulting in the toning down of some explicit scenes to comply with Indian laws.

: Subscriptions are relatively affordable compared to major international platforms, with plans available for as little as ₹99 (~$1.2) per month or under ₹500 (~$6) per year . ullu web seres

This has led to a recurring cycle: a series is released, outrage follows on social media, legal complaints are filed, and the series gets more publicity, driving more viewership. In many ways, the controversy is the marketing strategy. has forced all OTT platforms