Balaji Telefilms Limited has officially launched Kutingg, a groundbreaking family-first digital entertainment app that went live on September 11th. This marks a significant milestone in Balaji’s digital transformation, targeting mobile-first audiences with innovative content formats across fiction and non-fiction programming.
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Kutingg App: Complete Launch Details
| App Feature | Details |
|---|---|
| Launch Date | September 11, 2025 |
| Company | Balaji Telefilms Limited |
| Positioning | Family-first entertainment platform |
| Content Types | Dramas, series, reality, talk shows, shorts |
| Format Innovation | Vertical video + traditional storytelling |
| Target Audience | Mobile-first, family viewers |
Kutingg App: Diverse Content Programming
Flagship Shows Include: Kutingg offers a wide-ranging slate featuring ‘Pyaar Kii Raahein’, ‘Saas, Bahu aur Swaad’, ‘Cheerleader’, ‘Bose’, ‘Mentalhood’, ‘Swaad Se Karenge Sabka Swagat’, ‘i’s For India’, ‘Morning Mantra’, ‘The Impact Circle’, ‘Laut Aao’, ‘Bollywood Gapshap’, and ‘Game Plans’.
Multi-Format Approach: The app offers gripping dramas, youth-oriented series, mini-series, reality formats, talk shows, and short-form content. It also embraces vertical video formats alongside traditional storytelling, ensuring a dynamic viewing experience that resonates with modern audiences.
Balaji’s Vision: Family-First Digital Entertainment
“More Than Just Another Entertainment App”: Speaking on the launch, Sanjay Dwivedi, Group CEO and CFO of Balaji Telefilms Ltd, described Kutingg as a family-first destination that offers “Kadak stories” across fiction and non-fiction, from snackable content to immersive limited series.
Bringing Families Together: According to Dwivedi, the aim is to deliver moments that bring families together, spark conversations, and leave a lasting impression—addressing the growing need for shared viewing experiences in India’s digital landscape.
Kutingg’s Market Strategy: Content Meets Commerce
Brand Partnership Ecosystem: Nitin Burman, Group Chief Revenue Officer, emphasized Kutingg as an ecosystem where content, creators, and audiences meet on common ground, opening new opportunities for brands, advertisers, and partners.
Innovation Focus: Burman expressed his vision for Kutingg to become India’s preferred family-first entertainment destination, as well as a space where innovation in content and commerce thrive together.
Why Kutingg Matters in India’s OTT Space
This launch reflects the shifting habits of content consumption and the growing appetite for innovative formats tailored to mobile-first audiences. Balaji’s focus on family-oriented content fills a crucial gap in India’s OTT market, where most platforms target individual viewing rather than shared family experiences.
The vertical video integration alongside traditional formats positions Kutingg to compete with social media platforms while maintaining premium content quality that Balaji Telefilms is known for.
For more OTT platform launches and digital entertainment coverage, explore our streaming platforms section and Indian content industry updates.
FAQs
When did the Kutingg app officially launch in India?
Kutingg went live on September 11th, 2025, as Balaji Telefilms’ new family-first entertainment platform.
What type of content does Kutingg offer compared to other OTT platforms?
Kutingg focuses on family-first programming with both vertical and traditional formats, including dramas, reality shows, and short-form content.
