: India's first major female-led action spectacle featuring Alia Bhatt and Sharvari. The Rise of OTT and "Binge" Culture
To understand where Bollywood is going, we must first understand the structural DNA of its past. For decades (roughly the 1950s to the 1990s), Bollywood entertainment content followed a rigid, successful formula known as Masala —a Hindi term for a spicy mixture.