Unlike other platforms that focus on high-budget productions with A-list Bollywood stars, Ullu focuses on low-budget, high-impact stories often set in rural India or exploring taboo urban relationships. The platform operates on a subscription model, offering monthly and yearly plans for access to its exclusive library.

Focusing on rural traditions and customs, Riti Riwaj explores how age-old rituals impact the lives of women in villages. It tackles subjects like water scarcity ( Piya Ji ) and forced marriages ( Love Marriage ), blending social commentary with the platform's signature bold style.

Supernatural Erotica / Rural Drama Wiki Summary: This series explores bizarre and erotic rituals (riti rivaj) practiced in fictional Indian villages. Unlike urban-set shows, Riti Riwaj uses folklore and superstition (e.g., sleeping with the village deity's representative, ghost marriages) as a backdrop for sexual tension. Popular Seasons: "Devra Pratha," "Kuldevta," "Patrani."