Gulel Media · Banyaa Tree Productions, Color Films and Ordinexis
India's Vertical EntertainmentRevolution
Mobile-first cinematic micro-drama, built 100% for how 877M Indians actually hold their phones.
The product · live
Don't imagine it. Swipe it.
This phone is running the real Gulel experience — the same streams, the same free episodes and the same cliffhanger paywall our viewers see on thegulel.com. Tap to unmute, swipe (or use the arrows) to binge the next episode, and keep going until the story locks.
- 01Instant vertical playback — the hook lands inside the first seconds.
- 02Swipe for the next episode, exactly like a reel.
- 03Free episodes run out on a cliffhanger → unlock with coins, an ad, or VIP.
Thriller
Doomed City
Ep 1 · First Day
For review · live data
Review the live metrics dashboard
Viewership, completion, pilot-to-paid conversion and revenue for every series, read straight from the production database — plus spec brand-integration episodes showing in-story product placement. Password required; request it at hello@thegulel.com.
Who we are
Vision & Mission
Gulel is India's most dedicated vertical entertainment platform — built 100% mobile-first by Gulel Media, the brand of Banyaa Tree Productions, Color Films and Ordinexis. We deliver cinematic short-form drama that hooks viewers instantly and keeps them coming back every single day.
Our vision
To become India's most-watched vertical entertainment ecosystem — delivering cinematic short-form stories to every mobile screen in Bharat.
Short Format. Massive Impact.
Our mission
To produce fast-paced, emotion-driven vertical content that entertains, connects, and hooks 100 million Indian viewers by 2027.
Built for the scroll generation.
Two sides, one audience
Gulel for viewers. Gulel Live for brands.
Gulel · public · B2C
A free-to-watch entertainment hub
Microdramas, news (Gulel News), stories (Once Upon a Time) and podcasts, in a familiar YouTube-style interface. Built for a mass audience: light on data, and it plays smoothly in SD.
Gulel Live · B2B
Events, brand shows and brand channels
Built with SA Group, our events partner. Gulel Live uses the audience of the public side.
More on Gulel LiveThe problem
Entertainment hasn't caught up to the audience
+186%
Vertical short-drama download growth, while traditional OTT downloads fell 7% in Q4 2025.
The audience changed. Entertainment has not.
80% mobile, 90% horizontal
80% of Indians consume on phones, yet 90% of content is built horizontal — for TV screens, not how people hold their phones.
Sub-8-second attention
Gen Z attention has dropped under 8 seconds, yet no platform lands its story hook inside that window.
500M priced out
Traditional OTT demands paid subscriptions inaccessible to 500 million Indians.
Tier 2 & 3 ignored
Regional Tier 2 and Tier 3 audiences are completely underserved by today's platforms.
The USP
India's first dedicated vertical entertainment channel
100% mobile-first vertical storytelling. Bite-sized, addictive episodes of 2–3 minutes each — fast-paced cinematic drama built for the scroll generation.
A genre slate built to binge
India's next vertical OTT revolution.
Market momentum
The rise of vertical entertainment
Assessing global market volume and growth momentum — the format is no longer emerging. It is exploding.
€1.25B → €8.50B
₹13,400 cr → ₹91,000 cr
Global vertical-drama market, 2024 → 2030
28%
CAGR of the vertical-drama segment
+278%
Surge in short-drama downloads in 2025
+115%
Growth in global in-app revenue
₹1.85 lakh cr → ₹4.44 lakh cr
€17.3B → €41.5B
India digital-video market, by 2033
₹2,870 cr
€268M
India's vertical-drama market crossed ₹2,870 cr · €268M in Year 1 with 450M downloads and 100M monthly active users — more than most OTT platforms reach in their first three years.
Market sizes are published in US dollars; converted at ECB rates of 12 Oct 2026.
India's micro-drama market is undergoing an unprecedented surge — projected to skyrocket from near-zero to a ₹43,100 cr · €4.02B industry by 2030. As the nation's fastest-growing entertainment segment, it is rapidly closing the gap to challenge traditional OTT benchmarks.
10×
Lower cost per minute
Unit economics
Asymmetric returns on content
Micro-dramas radically lower overhead — operating at a cost structure 10× cheaper per minute than traditional TV, without compromising user retention or engagement. Same retention, fraction of the spend.
Competitive landscape
Ecosystem plays vs. media majors
The Indian micro-drama space splits into two distinct plays — and neither has cracked cinematic vertical drama.
Dedicated platforms
Kuku TV · QuickTV
- •Lead early adoption via audio and social cross-promotion.
- •Face real demographic and content bottlenecks.
- •Limited cinematic, drama-grade storytelling.
The gap No cinematic vertical drama
Media majors
MX Fatafat · ZEE5 Bullet
- •Massive distribution loops — 280M+ users.
- •Still optimizing core short-form drama strategy.
- •Short-form is a feature, not the franchise.
The gap Drama is a feature, not the focus
Why we win
Market opportunity
A mobile-first nation, ready now
60%
of Indians aged 16–40 consume short video every single day.
Who we reach
Age 16–40
Mobile-first entertainment consumers
Go to market
A 3-month launch playbook
Pre-launch hype, a high-velocity launch, and retention-led scaling — engineered for the Indian short-video ecosystem.
01 · Pre-launch
Month 1
Build the hype
Teaser & trailer campaigns
Short vertical teasers and suspense-driven sneak peeks on social.
Social media setup
Build Instagram, YouTube Shorts & Facebook presence.
Influencer outreach
Collaborate with creators and meme pages to generate buzz.
Audience engagement
Polls, countdowns and interactive story campaigns pre-launch.
Performance marketing setup
Prepare Meta Ads and Google Ads campaigns for launch traffic.
02 · Launch
Monetization
The monetization engine
The mix is open and being tested: coins, Gulel VIP and brand-funded series that are free to watch. We settle it with investors. The coin model is the proven short-drama playbook, tuned for Bharat's price sensitivity.
Microtransactions
Coins
Pay-per-episode
First 5 episodes free, then ~10 coins (≈₹8–12 · €0.07–€0.11) unlocks each new episode.
VIP all-access
Subscription passes
Weekly · monthly · yearly
Passes unlock the entire catalogue — zero coins needed.
Rewarded ads
Earn + ad revenue
Watch an ad, earn 5 coins
Cost structure
AI-native production economics
Our Seedance · Kling · Nano Banana · ElevenLabs pipeline produces cinematic vertical episodes at a fraction of the cost of traditional TV.
10×+
cheaper per finished minute vs traditional TV
The cost-down plan
- TodayEpisodes are generated with paid AI tools, priced per shot, per still and per line.
- NextGeneration moves onto our own video-generation servers. The first one is already built.
- Over timeGeneration cost falls, and the supply chain is ours.
Technology
Our own stack, built to scale
Gulel runs on technology we own. Ordinexis builds it and owns it with Color Films. There is no third-party platform to depend on.
1,000 → 10M
Users: the stack is designed to scale from 1,000 to 10 million
Rust
Serverless services on Cloudflare (Workers, Stream, CDN)
Owned
Platform, apps, code and streaming stack: no third-party platform
Serverless on Cloudflare
Today's prototype runs on Vercel, with video on Cloudflare. It moves fully onto Cloudflare, with Rust services on Workers.
Interactive and shoppable layer
Interactive ads, paid research answers, brand microchannels and category sponsorships. Built in-house by Ordinexis, with no licence. Live from Month 4.
Partners & team
Who is behind Gulel Media
Gulel Media is the brand of three companies. Banyaa Tree Productions and Color Films own the content. Ordinexis and Color Films own the technology.
Banyaa Tree Productions
Content IP
Owns the series, formats, content library and brand, with Color Films.
Color Films
Content IP · technology IP
Owns the content with Banyaa Tree Productions, and the technology with Ordinexis.
Ordinexis Sdn Bhd
Puchong, Selangor, Malaysia
Technology IP
Capital plan
Budget & spending
Front-loaded into content and market entry, then optimized aggressively as the library compounds (₹ crore; ₹1 cr ≈ €93.4K).
Year 1
₹40 cr · €3.74M
Aggressive content + market entry · content ₹25 cr · €2.33M, marketing ₹15 cr · €1.40M
Gulel Live · B2B
Gulel Live: events, brand shows and brand channels
Gulel Live is the business side of Gulel Media. It runs events, brand shows and brand channels, and uses the audience of the public Gulel app. Our events partner is SA Group, an Indian event, advertising and technology group in business since 1998, with 500+ events for clients such as Yash Raj Films, Sony, Toyota and SBI.
What comes next
Stories the viewer steers
Google DeepMind's Genie 4, announced on 27 Oct 2026, generates interactive worlds in real time. It is in research preview for trusted testers, with Gemini API early-access partners next.
Our bet: drama the viewer steers, plus shoppable brand worlds, in Hindi and English first, with Spanish next.
Let's build India's vertical entertainment revolution — together.
Raising ₹40 cr · €3.74M · revenue share · no shares, no IP
Gulel Media · Banyaa Tree Productions, Color Films and Ordinexis · Thank you
Currency: ECB euro reference rates of 12 Oct 2026, €1 = ₹107.09. € figures are conversions from ₹; market figures from US-dollar sources are converted to both.
