Mumbai, Aug. 24 -- Six years ago, an unassuming businessman from Lucknow hosted a glittery launch party in Mumbai, surrounded by beautiful, well-dressed actors and actresses, loud reporters, and flashing cameras. With bright yellow 'U's-the first alphabet of the Ullu app-displayed on massive boards in the back, Vibhu Agarwal attempted to explain how he came upon such an unusual name for his new streaming service.

Agarwal thought for a bit and then said in Hindi: "I had developed a fever, wondering what name to give. I wanted a word that people recognise and use in their daily lives. Anyone who is awake late into the night binge watching shows, we call him 'ullu', no?"

Ullu in English is owl-nocturnal birds with a carnivorous diet.

In I...