Mumbai: Balaji Telefilms Limited has announced the launch of its new family-friendly digital entertainment app, Kutingg, marking the company’s next phase in its digital journey. Positioned as a “family-first” OTT destination, Kutingg aims to redefine how audiences consume content in India’s rapidly evolving digital entertainment landscape. The app is scheduled to go live on September 11.
Kutingg brings together a wide slate of multi-genre programming, including drama series, mini-series, reality-led formats, talk shows, snackable short-form content, and films. In addition to traditional storytelling, the app embraces vertical video formats to suit the preferences of today’s mobile-first viewers.
Content on Kutingg is categorized across curated segments such as:
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Daily Dose of Entertainment (Pyaar Kii Raahein, Saas, Bahu aur Swaad)
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Weekend Binge (Cheerleader)
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Superstar Library (Bose, Mentalhood)
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Non-Fiction/Chat Shows (Swaad Se Karenge Sabka Swagat, i’s For India, Morning Mantra, The Impact Circle, Laut Aao, Bollywood Gapshap, Game Plans).
Speaking at the launch, Sanjay Dwivedi, Group CEO and Group CFO, Balaji Telefilms Ltd, said, “Today’s audiences want stories that are sharper, shorter, and more personal—and Kutingg is our answer to that. This is not just another entertainment app; it is a family-first destination that delivers Kadak stories across fiction and non-fiction, from snackable content to immersive limited series. With Kutingg, we want to give audiences more than just shows—we want to deliver moments that bring families together and stories that spark conversations.”
Nitin Burman, Group Chief Revenue Officer, Balaji Telefilms Ltd, added that Kutingg is designed as more than a viewing platform. “It is an ecosystem where content, creators, and audiences meet on common ground. With its wide spectrum of genres and fresh storytelling, we are opening up new opportunities for brands, advertisers, and partners to connect with audiences in more meaningful ways.”
With the launch of Kutingg, Balaji Telefilms reinforces its pioneering role in shaping India’s OTT ecosystem. The company is positioning the app as a dynamic and independent digital hub tailored to the needs of India’s mobile-first audience, while offering advertisers and creators new avenues for engagement.
