Ullu operates in a constant state of tension with Indian law and social mores. It has been criticized for normalizing sexual harassment, reinforcing regressive stereotypes (the "vamp" vs. the "virtuous wife"), and, at times, veering into non-consensual themes. Several episodes have been removed following police complaints or the intervention of the Ministry of Information and Broadcasting. Critics argue that unlike mainstream cinema that sexualizes with a plot, Ullu sexualizes the plot itself—the story is merely a clothesline on which to hang nude scenes.
In February 2024, Ullu Digital filed its Draft Red Herring Prospectus (DRHP) with the BSE SME to raise between ₹135–₹150 crore [5.1, 5.3, 5.7]. Ullu operates in a constant state of tension
: Users can also watch content directly on their browsers via the official Ullu website . : Users can also watch content directly on
The platform’s tagline, "Bold. Hot. Exclusive," leaves no room for ambiguity. From series like Charmsukh (which translates to "Charm of Sex") to Riti Riwaj (Customs and Traditions), frames its adult content within the context of societal taboos, extramarital affairs, and suppressed desires. veering into non-consensual themes.
Ullu competes with other popular web series platforms in India, such as: