Aha Complete Business Case Study | The Real Picture of Aha | Sai Pathri Talks

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  • Опубликовано: 9 сен 2024
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    In this compelling video, we delve into the captivating narrative of Aha, the OTT platform that once stood tall but now faces the looming threat of closure. Through a meticulous business case study, we uncover the remarkable journey of Aha, from its inception to its current struggles.
    With insightful analysis, we explore how Aha surged to prominence in the fiercely competitive world of streaming services, capturing the hearts of audiences with its diverse content offerings and unique user experience. However, as the landscape evolved, so did the challenges for Aha, with formidable rivals like Hotstar, Netflix, and Amazon Prime intensifying the battle for viewership and market dominance.
    We dissect the crucial factors contributing to Aha's downturn, from mounting financial losses to the relentless pressure of the competitive market. Through expert commentary and data-driven insights, we unravel the complexities of Aha's predicament, shedding light on the difficult decisions faced by the company.
    Ultimately, "Aha Shutting Down" offers a thought-provoking exploration of the highs and lows of the OTT industry, serving as a cautionary tale of the ever-changing dynamics of digital entertainment and the harsh realities of business survival in a cutthroat market.
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Комментарии • 284

  • @Saipathritalks
    @Saipathritalks  6 месяцев назад +12

    To support our channel use the link below
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    • @user-fj8gl2lq8e
      @user-fj8gl2lq8e 6 месяцев назад +1

      Advertisements nunchi money vastundi kada vallaku ?
      And aravind lanti vallu losses chustu kuda Tamil lo nduku launch chesaru?

    • @pranayreddy1774
      @pranayreddy1774 6 месяцев назад

      For tax evasion only these platforms are used

    • @SATYALIFESTYLESTUDIOS
      @SATYALIFESTYLESTUDIOS 6 месяцев назад

      Sai

  • @VenuGopalReddy.
    @VenuGopalReddy. 6 месяцев назад +17

    Nice case study..Intro matram next level undi bhayya!!

  • @sirimyhome8441
    @sirimyhome8441 5 месяцев назад

    సాయి పత్రి గారు ఇలాంటి వీడియో లు చేస్తున్నందుకు మీకు ప్రత్యేకంగా ధన్యవాదాలు.... మీరు ఇలాంటి మరెన్నో టాపిక్స్ పై వీడియోలు చెయ్యాలని కోరుకుంటున్నాం..🙏

  • @karth33k
    @karth33k 6 месяцев назад +50

    Ibomma is the king

  • @akhileshpachipulusu3719
    @akhileshpachipulusu3719 6 месяцев назад +8

    Hi Sai garu, I have 2 doubts as below ;
    1) As per data provided there Expenses in around Rs 500 cr (Accumulated ) but valuation is Rs 2000 cr...clearly shows valuation gains to promotoers net Rs 1500 cr
    2) Expenses of Rs 500 cr are related to digital content which is intangible assets, My view that for digital assets 100% apportion Expenses to Year 0 is not appropriate as per my assumption...bcz shows losses in Year 0 but revenue accrue in future years also.
    Summary : My opinion that Accounting loss to be seen with Investment gain bcz new aged business needs different perspective
    My Verdict : Thus OTT made huge returns to investor
    Requested to provide your opinion on my view

  • @venkykvr137
    @venkykvr137 5 месяцев назад +5

    Loveda app betting apps promotions yekkuva chalasarlu stuck avuthundi crash avuthundi yekkuvaga ee app lo movie ni stream chesi chuse kanna download chesi chusukovadam better

  • @keshavkeesh1768
    @keshavkeesh1768 6 месяцев назад +9

    1. Ads
    2. UI Can be more stable
    3. Content lo quality thakkuva( old movies alochana mathram super)

  • @Donnerdrummer
    @Donnerdrummer 6 месяцев назад +134

    Subscription teeskunnappudu ads levu.. but ippudu ads vesi savagodutunnadu.. ila unte subscription teeskone vanne kadu

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад +23

      Haha, yes thats because they are following a new approach , watch the video till end to know about this approach👍

    • @mahesh84
      @mahesh84 6 месяцев назад +12

      anduke .. piracy must

    • @himanshi9521
      @himanshi9521 6 месяцев назад +17

      That’s y I am watching 👀 movies in I bomma

    • @manojkumarparuchuri5920
      @manojkumarparuchuri5920 6 месяцев назад +8

      pedda sodi app dabbulu katti kudaa ads choodalsi vastundi anduke piracy encourage chestharu janam

    • @arunkumarp54
      @arunkumarp54 6 месяцев назад +3

      I am also having the same feeling. I am not going to renew the subscription

  • @ritantareprises7967
    @ritantareprises7967 6 месяцев назад +34

    OTT ప్లాట్ఫారాలు అన్నీ లాస్ తోనే నడుస్తున్నాయి ఈ కంటెంట్ భవిష్యత్తులో వాల్యూ అవుతుంది ఇది అంతా పెట్టుబడి లానే భావించాలి

  • @kiranreddialla3524
    @kiranreddialla3524 Месяц назад

    ee video nachithe confirm ga subscribe chestha.....

  • @chetanaschinna
    @chetanaschinna 6 месяцев назад +9

    Mee analysis bagundi. But my view
    - Okka new OTT create cheyadaniki chala karchu avutundi. Like IT team, IT infra to cater users, Content creation, Content rights, Marketing, Studio setup etc... ela chala chala vuntai.
    - Content create cheyalana, content acquire, Shows plan cheyalana yentha karchu avuthondo Arvind gariki baga telusu.
    - New app ni market lo ki push cheyalantey Promotions, Marketing and customer acquisition cost meeda chala invest cheyali.
    - Aha ki income source vachi Subscriptions (Initially pricing low petteru, due to customer acquisition) + Sponsors + Ads.
    - MASS market lo ki product tesukellai antey, initially Income kana Expenses ekkuvuntai. Adi basic logic for big business.
    Being a movie producer and businessman, above basic vesayalu Arvind gariki thelevantey nenu asalu namanu.
    Ea corporate kina Product Market Fit cheyadam big goal. Aha ni market place lo success cheseru.
    Eppudi aa success chupenchi, aha valuation penchi, business ni sale chestharu.
    Naa guess correct iethey, aha big share ni corporate ki sale chesi + khontha share ni partners pettukuntaru.
    Same strategy MAA TV lo kuda apply cheseru. MAA TV ni telugu satellite channels lo no 2 place chesi, Star ki sale cheseru. Kontha share pettukunaru.
    Eppudu adey jarugutundi!!!

    • @monanethi503
      @monanethi503 6 месяцев назад

      అంతా కరెక్ట్ కానీ.. ఆహా ఆప్ మాత్రం చాలా ఇంప్రూవ్ అవ్వాలి..

  • @Srushenthegolden7084
    @Srushenthegolden7084 6 месяцев назад +6

    Hii this is srushen from karimnagar i worked at aha for 1 year so lot of the contents were related up to date and what ever the app issues well have that technical department they have resolved already and I'm the employee of Aha i have resolved many customers what they have been faced....

  • @nalinis6879
    @nalinis6879 6 месяцев назад +10

    Interesting case study.Thank you Sai Garu.

  • @Clashroyalvu
    @Clashroyalvu 6 месяцев назад +8

    I stopped renewing after they placed ads in premium subscription

  • @bheemshekhargolla4807
    @bheemshekhargolla4807 6 месяцев назад +26

    one disadvantage in AHA it have more shows that we can see in tv and you tube as well where as in other OTTs are having more webseries and movies.

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад +2

      Thanks for sharing your view 👍

  • @SochoRaaja
    @SochoRaaja 5 месяцев назад +1

    I have taken subscription of Aha for NBK show.

  • @rammi2882
    @rammi2882 5 месяцев назад +1

    ఆహా మన తెలుగు వారిది మన తెలుగు వారి కి ఒక OTT platform కట్చితం గా ఉండాలి..And it is matter of self respect also.. ఇప్పటికే మన తెలుగు వారిని నార్త్ industry వాళ్ళు చాలా చులకన గా చూస్తున్నారు.. అంత గా ఫండ్స్ ఇష్యూ ఉంటే they can look for alternatives like IPO..or etc ఎట్టి పరిస్థితుల్లో మన అహా వేరే వాళ్ళ చేతుల్లోకి వెళ్ళ కూడదు...

  • @saiprasanth1166
    @saiprasanth1166 6 месяцев назад +8

    Hee @saiprathitalks you have done fabulous research. Now a days its becoming very common in loss making. Their main is not to make profit there aim customer base. Most of the start-up you see in the market 90% are loss making. They do only because they want customer base. The best example is Zomato.

  • @bbrahmareddy
    @bbrahmareddy 6 месяцев назад +9

    Last year i took subscription, this year i did not take, there is not much updates compared to others

  • @Praveen-yu8xk
    @Praveen-yu8xk 6 месяцев назад +11

    AHA was the best ott platform, not anymore now. I have AHA subscription but i hardly watch because of no new exciting fresh content from them 😢

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад

      Thanks for sharing your experience 👍

  • @murthyjewellers2909
    @murthyjewellers2909 6 месяцев назад +4

    I'm immense impressed by the way u deliver the information bro,, great fan of ur work,,,
    And by the way as a Telugu audience I don't want AHA to be stopped or sold to other channel but it's all business let's see what happens...

  • @nagarjunaravuri8358
    @nagarjunaravuri8358 6 месяцев назад +4

    Netflix content n quality excellent so I refer dis

  • @rajeshbobba3851
    @rajeshbobba3851 6 месяцев назад +1

    Ramoji, Ramanaidu, Annapurna Studio's should create OTT platforms.

  • @krishnamurthyramala1048
    @krishnamurthyramala1048 6 месяцев назад +3

    No problem. With out ads how they get revenue. No problem with ads from Money purse. But must tell about the land tax information which I gave necessary details. No need to give again.

  • @sureshkaranam2569
    @sureshkaranam2569 6 месяцев назад +7

    Competition గా OhO వస్తుంది అని అనుకున్నా...😮😂😂

  • @sairammajjari5361
    @sairammajjari5361 6 месяцев назад +6

    Miru content lo direct ga point cheppakundda yekkuva ga sodhi add chesthunnaru Anna dhanini thagginchanddi 😊

  • @ramaraokora9266
    @ramaraokora9266 6 месяцев назад +6

    Subscriptions increased bcz of Balaya- unstoppable show. Later subscriptions are slow down😊 Aha- Telugu and Tamil separate subscriptions both can give in same plans means subscriptions bit increase 😊

    • @avina12341
      @avina12341 6 месяцев назад

      Kammaga cheppav

  • @vishwaBGD
    @vishwaBGD 6 месяцев назад +3

    Aha can be watched at free of cost from Airtel Xtreme if u have post paid connection 😊.

  • @ramvenkat8813
    @ramvenkat8813 6 месяцев назад +1

    monna oka famous telugu utuber "how AHA killed Netflix and Amazon Prime" ane video chesaru.

  • @Naveen_Bandari
    @Naveen_Bandari 6 месяцев назад +1

    Hello Sai garu, oka company name legal ga register cheyataniki process ela follow avvali Andi eg: Heritage - How they registered officially......

  • @GANESHKOUSHIKK
    @GANESHKOUSHIKK 5 месяцев назад

    Shocked to know that Allu Aravind Garu is looking to sell the aha platform, I don’t think so mostly they will raise the funds 😊

  • @poornapalla871
    @poornapalla871 6 месяцев назад +1

    Good Evening 🌜🌜🌜🌜🌜 Soooooo Super Informational Video 👌👌👌👌👌👌👌👌👌👌 ThankYou So Much SaiSir 🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏

  • @myvillagefun9202
    @myvillagefun9202 6 месяцев назад +4

    Content bagunde first,bt ippdu to many adds,next yr subscription tisukonu

  • @mridinichandra8757
    @mridinichandra8757 5 месяцев назад

    Well said sir

  • @user-ej2gp4dw8b
    @user-ej2gp4dw8b 6 месяцев назад +1

    Loss vacheypani Alli aravind eppudu cheyaru.Loss just chupinchukovadanikey.

  • @user-bb5tv4yj9p
    @user-bb5tv4yj9p 6 месяцев назад

    nice case study sir

  • @kishorenb9866
    @kishorenb9866 6 месяцев назад

    Aha will be going to become next Netflix.

  • @Telugu_Vlogs_Off
    @Telugu_Vlogs_Off 6 месяцев назад

    Netflix & amazon will be super happy now & i think they'll try to buy aha or not

  • @vasavharishkumar3522
    @vasavharishkumar3522 5 месяцев назад

    Anna can you please do one video on MF, recaently tata lauched 6 mutual funds which is the best for long term and short term

  • @AnilChTechChannel
    @AnilChTechChannel 6 месяцев назад +2

    "Aha" extraordinary ga grow avthundhi ani evaru ankunnaru asala ?? 🧐🤔🤔

  • @chiranjeeviramesh6577
    @chiranjeeviramesh6577 6 месяцев назад +1

    sai anna aha down kavadaniki main reson aha vallu release chese movies anni boothu movies, tv9 tho undatam+mega family ki oppsite ga programme s emi cheyaka povatam villaki pedda minus, okka sari mega family ki janasena ki aha lo chupiste malli growth avtundi confirm

  • @yallaveerababu2669
    @yallaveerababu2669 6 месяцев назад +18

    జలపాతం మనల్ని పరిశోధిస్తుంది😂😂😂😂

    • @rphanidattu1515
      @rphanidattu1515 6 месяцев назад +1

      😂😂😂😂🤣🤣🤣

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад +2

      😀😀

    • @saikishore2401
      @saikishore2401 6 месяцев назад

      @@SaipathritalksBhayya asalu e dubbing dialogue cut ekkada nunchi pattukunnaru? Super 😂

    • @MATHMATHS.
      @MATHMATHS. 6 месяцев назад

      Pirates of the caribean

  • @udaykesarla7806
    @udaykesarla7806 5 месяцев назад

    Thank you sir.

  • @adithyapragada6458
    @adithyapragada6458 6 месяцев назад

    I didn't repeat the subscription this time due to ads and lack of exclusive content. Even watching the existing content in the app has become irritating since few months due to ads.

  • @shashikanth1428
    @shashikanth1428 6 месяцев назад

    Nice study and presentation

  • @sujithkonda
    @sujithkonda 5 месяцев назад

    Kani preti startup losses lo ne vuntundi kada initially but how it turnaround to profits is important like Zomato

  • @nimmasoda8316
    @nimmasoda8316 6 месяцев назад +5

    Tollywood Always mass❤

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад +2

      check the video till end to know the right answer ✌️

  • @MoparthiMohindarChow
    @MoparthiMohindarChow 6 месяцев назад +3

    Valla profits vallae dobbi tintunnaru.. to evade tax.. all money is going to promoters and their family and friends in the name of marketing etc . Idi vyaparam.. allu arvind knows the best.. no need to get emotional.. my honest opinion 🙏

  • @vallikadangeti4727
    @vallikadangeti4727 6 месяцев назад +1

    Good video Sai anna..thank you

  • @dattatreyakumarkonuri8358
    @dattatreyakumarkonuri8358 6 месяцев назад

    Last lo Bye Bye Annadu bro, Babai kaadhu please note this point ur honour.!

  • @raghavendrachidella7871
    @raghavendrachidella7871 6 месяцев назад

    Hope they will continue with losses for some time as they will pay expenses to their family members & will compensate losses with profits from other media sources to reduce taxes...

  • @tummalapallisivasakthikuma8535
    @tummalapallisivasakthikuma8535 6 месяцев назад +1

    Hi Sir 🥰
    Good Information

  • @sumantallapally665
    @sumantallapally665 5 месяцев назад

    Sir you have made an interview with odin school director . Kindly let us know any such institute in AI in Hyderabad

  • @dinavahi64
    @dinavahi64 6 месяцев назад

    Good case study

  • @malleswararaomettairts7270
    @malleswararaomettairts7270 6 месяцев назад

    I am the oldest customer, right from the inception. Releasing of movies takes place at an interval minimum of 45 days, that too releasing inferior Telugu movies except some good original Malayalam Telugu dubbed movies.

  • @madhavareddybalavenkatasum539
    @madhavareddybalavenkatasum539 6 месяцев назад +1

    Bhayya need support from u victim of qnet in banglore 😢😢

  • @siddharthae1
    @siddharthae1 6 месяцев назад +3

    Allu ott survived upto now because of balayya 😂😂😂

  • @Pdeeti
    @Pdeeti 5 месяцев назад

    Tollywood top collection anukunta

  • @Hari-ll4xw
    @Hari-ll4xw 6 месяцев назад +1

    Ideas always good but implimentetion is too hard
    Idi yaparam❤❤❤❤

  • @sharanmaryala9542
    @sharanmaryala9542 6 месяцев назад +4

    9:46 , 9:58 i think there is some mistake in the numbers

    • @Saipathritalks
      @Saipathritalks  6 месяцев назад

      at those specific timelines mentioned numbers are recent numbers of AHA , and the screenshot previously shown were past years data, seems like you have mistook the numbers , but what were mentioned are correct.

    • @murthyjewellers2909
      @murthyjewellers2909 6 месяцев назад

      No brother I think meru 122 something loss ani chappinappudu, screen meda display chesina amount ki oka 2 crores difference chepparu ani anukuntunna,,sai patri talks

    • @murthyjewellers2909
      @murthyjewellers2909 6 месяцев назад

      @saipatritalks

    • @murthyjewellers2909
      @murthyjewellers2909 6 месяцев назад

      @saipathritalks

  • @chary2933
    @chary2933 6 месяцев назад

    Good information

  • @AnilDasari1812
    @AnilDasari1812 6 месяцев назад

    Good information bro 👍

  • @hemanthpreetham
    @hemanthpreetham 5 месяцев назад

    Yentha mandi ee video chusi aha app download chesi subscribe ayyaru 😊
    *Me*

  • @MarluMahesh
    @MarluMahesh 6 месяцев назад +1

    Nen ayite Unstoppable with NBK kosame subscription teesukunna
    Ipudu aa show ledu kabatti renewal cheyaledu
    Ide karanam kavachu

  • @srikanthmurukutla5279
    @srikanthmurukutla5279 6 месяцев назад

    Good info

  • @revanthstrakz
    @revanthstrakz 5 месяцев назад

    Bro you didn't mention regarding the Royalties on movies long term future.

  • @ktmcraze318
    @ktmcraze318 6 месяцев назад +1

    It should have been more straightforward instead of a 15-minute video. 😐

  • @mskentertainment2435
    @mskentertainment2435 6 месяцев назад

    Good morning sir pls tell me about DB corp ltd. I have already invested in this stock.present in loss. Pls tell me Hold or sell sir pls sir🙏

  • @user-ju7hq6qu4u
    @user-ju7hq6qu4u 4 месяца назад

    Anna meeru kuda oka English channel start cheyandi kada

  • @ShivaKumar-yd8cr
    @ShivaKumar-yd8cr 6 месяцев назад +1

    Please do video on vuenow cloud rentals

    • @naveenraj5069
      @naveenraj5069 6 месяцев назад

      I herd about this recent days but I haven’t done investment

  • @prudhvivankineni4880
    @prudhvivankineni4880 6 месяцев назад +1

    How netflix became a giant ani video cheyyandi bro

  • @nalinis6879
    @nalinis6879 6 месяцев назад

    No idea😊

  • @Naveenkumar44223
    @Naveenkumar44223 6 месяцев назад +2

    Anna ma ankul ki oka person 3 months back call chesi madi paid group sir innka memu account handle chestham ani 5to 6 times calls send chesaru annkul ki time leka account echaru anta 1montha lo ma ankul account lo 2L loss... Maku inside info thalusu adi edi ani account zero chesi echaru. Eppudu same number ki call chestha no reply. Koncham awareness ga yt shorts are video chaiyandi anna so my people are loosing money to earn money in Short time...

  • @kulakarnirajendraprasad9880
    @kulakarnirajendraprasad9880 6 месяцев назад

    kollywood, tollywood, Bollywood

  • @sivaramaprasadgoli6465
    @sivaramaprasadgoli6465 6 месяцев назад

    Please send me the details of the multibagger stock dcx systems and Manoj vaibhav gems and jewellers and happy forgings and Inox cva india and ireda and india shelter finance

  • @saisirishareddy4459
    @saisirishareddy4459 6 месяцев назад

    HK anna ebiotorium bio magnetic mattresses ivi manchivena can u pls do one video

  • @Myhomeclips
    @Myhomeclips 6 месяцев назад

    Losses chupistharu andi, to avoid the income tax rides.

  • @RaiderGoals
    @RaiderGoals 6 месяцев назад

    08:40 bro tax lu yeggotta daniki expenses or losses chupistaru..

  • @rohith2293
    @rohith2293 6 месяцев назад

    Make video on etv win also

  • @parvathijilumudi1693
    @parvathijilumudi1693 6 месяцев назад

    This seems serious auditing. Maybe They are using this platform to show losses from other businesses gains.

  • @Its_parshu
    @Its_parshu 6 месяцев назад

    In TV it easily takens 10minutes to load

  • @shilpam7354
    @shilpam7354 6 месяцев назад

    How do you know numbers becoz aha is not a public company?

  • @prabhas3259
    @prabhas3259 6 месяцев назад

    Netflix, Amazon kee compilation లో తట్టుకోలేక పోతున్నారు......recently Netflix తెలుగు containt మీద ఎక్కువ spending చేస్తున్నారు....compilation చాలా కష్టం వాళ్ల దగ్గర ...

  • @mahesh84
    @mahesh84 6 месяцев назад +1

    reliance might buy .. who knows

  • @Praveen-yu8xk
    @Praveen-yu8xk 6 месяцев назад +1

    No 1 movie jawan, No 2 might be Salaar or animal

  • @gkk.bharat
    @gkk.bharat 5 месяцев назад

    Anna,
    Which video editor meeru use chestharu.
    Just curious to know ,if no issue reply anna.

    • @Saipathritalks
      @Saipathritalks  5 месяцев назад +2

      We use Premier Pro and Final cut pro 😊

  • @vishnuvardhanmandala5022
    @vishnuvardhanmandala5022 5 месяцев назад

  • @shreyasaditya2184
    @shreyasaditya2184 6 месяцев назад

    Allu arvind garu full telivigallodu.he will do into profits

  • @sravankumar8763
    @sravankumar8763 5 месяцев назад

    lol, now netflix and hotstar is releasing every show in telugu . its been 6 months I have opened aha app

  • @bhargavchintzz2206
    @bhargavchintzz2206 6 месяцев назад

    One and only One Movierulz can beat all otts

  • @venkatsai6994
    @venkatsai6994 6 месяцев назад

    i am happy my subscription ends in march after debating with customer care🎉. They simply said "if you pay extra amount and upgrade your subscription we will remove adds". I planned to stop my subscription after using for 3 years and will never take it again. btw content in app is very poor now a days. Its like they are looting the money and giving nothing*. (* they are giving adds).

  • @Rubby2689
    @Rubby2689 6 месяцев назад

    Basic issue with Aha is , it’s latency issues..!!!

  • @rbrp2625
    @rbrp2625 6 месяцев назад

    Sai garu maa pillalu school age loo vunnaru vallu chuse Naruto,halk inka ememoo perlu elanti video s chustharu evi valla meedha entha empact chupisthayoo maa lanti 80's Jenaretion ki elanoo arthakavadam ledhu elanti topic meedha oka video cheyandy pppplease

  • @drasrao
    @drasrao 6 месяцев назад

    you only said its valuation is Rs 2000 crores. Don't underestimate allu aravind.

  • @sandhyan3273
    @sandhyan3273 6 месяцев назад

    Recently I didn’t renewed my subscription because of lots of ads during content watching even for subscription based users and also now a days not adding much movies or interesting web series. RUclips it self we are getting better webseries compared to Aha platform.

  • @MachalaPuli
    @MachalaPuli 6 месяцев назад +6

    Aha & zee originals content baledu. And netflix regional meda focus cheyadam gr8

  • @knowledgeadda851
    @knowledgeadda851 6 месяцев назад

    Sandalwood yekkada

  • @sairamakula
    @sairamakula 6 месяцев назад

    Movie industry data source share chayyandi sir

  • @bbcbabu7270
    @bbcbabu7270 6 месяцев назад

    I won't agree some figers you said, As a filmy guy I know Mr Aravind , where is the losses he didn't buy one big film for fancy price, that to Total investment is My home Ramu invested. 90% small films free of cost and Malayalam dubbed films .where is losses.

  • @alammpallynaresh6636
    @alammpallynaresh6636 6 месяцев назад