ALTBalaji, meanwhile, has accumulated a long list of controversies: a “nudity clause” in actor contracts, allegations of disrespecting the Indian Army by showing military personnel in sexual situations, numerous complaints over vulgar content, and even a case under the Protection of Children from Sexual Offences (POCSO) Act. A self-regulatory body headed by a former Supreme Court judge had previously slammed ALTT and Ullu for “gratuitous” and “bizarre” depictions of sex and nudity.

The internet has moved the conversation about intimacy from the fringes to the mainstream. As highlighted by Outlook India , the digital landscape allows for a more open exploration of sexual intimacy.

Apps and platforms provide curated content that educates users on sexual health and intimacy, integrating the artistic elements of the Kamasutra.

The historical Kama Sutra is an ancient Indian Sanskrit text on the "science of love"—a comprehensive guide to the art of living, covering everything from family life and social conduct to the nature of love and intimacy. However, in the modern era, the "brand" of Kamasutra has fragmented. In the Indian consumer's mind, the word is commonly associated with two things: a condom brand and a book of sexual positions. This commercial co-opting of a sacred text represents the original fusion of "Kamasutra" with entertainment and lifestyle branding.

Indians now spend roughly 82% of their time on entertainment and media apps.

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