Sushilkumar Agrawal, CEO of Ultra Media & Entertainment Group: Redefining Indian entertainment through innovation, heritage, and vision

From film reels to streaming screens, Ultra Media & Entertainment Group has witnessed every era of Indian cinema. Under the leadership of Mr. Sushilkumar Agrawal, the company has not only preserved India’s cinematic heritage but also pioneered technological and creative transformations across decades. In this conversation, Mr. Agrawal reflects on Ultra’s evolution, the timeless power of storytelling, and how India’s entertainment landscape continues to transform for a global audience.

Ultra Media has grown through every phase of Indian cinema — from single screens to streaming. Looking back, which turning point truly redefined your company’s path?

Mr. Sushilkumar Agrawal: It would be difficult to answer this linearly, as every business decision we made worked well for its time and the market’s needs. We were among the first to acquire content across various languages and genres, and we have been strategically syndicating it globally ever since. We identified an opportunity in home video entertainment, believing that a film has a much longer shelf life beyond its theatrical window. We raised the bar by introducing DVD technology, which made the entire setup for home entertainment viewing more compact, sleeker, and offered a better experience.

Anticipating that content owners around the world would need to upgrade, restore, and safeguard their libraries, we introduced a high-end studio service to cater to those needs. Staying aligned with the digital revolution, we also launched three exclusive OTT platforms streaming diverse, unique content for domestic and global audiences. Going forward, we plan to roll out many more digital entertainment products regularly. Hence, I would say that every business vertical we added to our cluster became a turning point in itself and collectively redefined us as a prominent end-to-end solutions provider to the global film and television industry over the past 40 years.

In an era driven by algorithms and trends, how do you decide which stories are timeless and deserve to be told?

Mr. Sushilkumar Agrawal: At Ultra, we have always been nimble-footed and attuned to the evolving behaviour of audiences. Several factors guide our decision on which stories to tell and when. Our content has consistently explored universal human experiences, emotions, and struggles that resonate across time and culture. We focus on timeless stories that deal with themes such as love, loss, hope, and self-discovery.

Because of our vast library spanning multiple decades, we also share stories that capture the essence of particular eras, cultures, or communities, offering valuable insights and perspectives. Our films and other content evoke strong emotions, empathy, and connection with audiences at large. By staying true to these principles, we curate and share stories that continue to captivate and inspire viewers globally.

Theatres and OTT platforms are often seen as competitors. Do you believe the future lies in their coexistence — or in a new format altogether?

Mr. Sushilkumar Agrawal: The relationship between theatres and OTT platforms in India is evolving, and I believe the future lies in their coexistence, as both cater to different audience segments. While theatres offer a communal experience, OTT platforms provide convenience and personalised viewing. They also complement each other in revenue — through box office collections and subscription income.

This coexistence enables a wider range of content, from niche to mainstream productions. Although we may see new digital formats emerge, I believe the future of entertainment will combine traditional and digital experiences, focusing on innovation and catering to diverse audience preferences. Coexistence and creativity will be the keys to success in this evolving landscape.

Ultra’s vast film library holds decades of cinematic heritage. How do you plan to reintroduce that legacy to today’s digital-first generation?

Mr. Sushilkumar Agrawal: We have been doing so through our three OTT platforms — Ultra Jhakaas, Ultra Play, and Ultra Gaane — streaming everything from classics to blockbusters and evergreen songs, making them easily accessible to younger audiences. We also operate dedicated YouTube channels showcasing feature films, trailers, and curated clips from our library. Additionally, we leverage social media platforms like Facebook and Instagram to share engaging snippets, memorable scenes, and songs.

Recently, we introduced Ultra Rewind, through which we are re-releasing iconic films in restored formats. For example, Rangeela will return to Indian theatres on November 28 in 4K, and earlier this year, as part of Guru Dutt’s Centenary Year celebrations, we organised retrospectives of his golden classics such as Pyaasa, Kagaz Ke Phool, Sahib Biwi aur Ghulam, Aar Paar, Chaudhvin Ka Chand, Mr. & Mrs. 55, and Baaz. Going forward, Ultra Rewind will re-release many other renowned films across languages, helping younger audiences experience timeless cinema in a new light.

What does “success” mean to you now — box office numbers, global reach, or emotional connection with audiences?

Mr. Sushilkumar Agrawal: Success today holds different meanings depending on the context. I’m pleased when a film performs well at the box office because it motivates me to create more such entertaining experiences for audiences. If our content transcends geographical boundaries and resonates globally because of its cultural relevance, that is equally fulfilling — it strengthens our reputation and encourages us to keep experimenting.

However, what makes me happiest is when a story creates a deep and lasting emotional impact on viewers. Ultimately, success is a blend of these factors: commercial viability, cultural reach, and emotional resonance.

If you had to describe the next wave of Indian entertainment in one phrase, what would it be and why?

Mr. Sushilkumar Agrawal: The next wave of Indian entertainment can be described as “Global Storytelling with Local Roots.” This reflects India’s growing influence in the global media landscape while staying true to its rich cultural heritage. Regional content will play a major role in enabling audiences to discover each other’s traditions and folklore.

Technological advancements like AI will revolutionise the industry, enabling Indian films to reach global audiences in their native languages. Short-form, serialised content — micro-dramas — will see explosive growth. Global collaborations will also rise as international production companies partner with Indian studios. The industry’s future lies in creating content that’s globally relevant, locally authentic, and powered by innovation.

After years of leading Ultra Media, what’s one belief about the film industry you’ve changed your mind about?

Mr. Sushilkumar Agrawal: After helming the company for so many years, one belief I’ve changed is about the importance of content over format. Earlier, I might have prioritised the medium — theatrical, VHS, DVD, or OTT — over the story itself. But over time, I’ve realised that great storytelling transcends format.

With the rise of digital platforms and changing viewer habits, it’s clear that audiences crave quality content regardless of where they watch it. This realisation has deepened my appreciation for storytelling itself. Focusing on compelling narratives rather than formats has helped us reach wider audiences and create more meaningful experiences.

Closing notes

For Mr. Sushilkumar Agrawal, success lies not merely in numbers but in nurturing stories that endure across generations. As Ultra Media & Entertainment Group continues to blend legacy with innovation — from restoring classics to embracing digital revolutions — its journey stands as a testament to the enduring power of evolution and storytelling in Indian entertainment.