A trio of Indian content heavyweights are placing a high-stakes bet on experimental storytelling with Madlab Alpha, a new studio venture that aims to create innovative premium content at a time when traditional formulas face mounting audience fatigue.
The venture — a partnership between Bodhitree Multimedia Limited, Madlabs Films, and Universe of Ideas — aims to serve as a creative laboratory for emerging storytellers in a market the founders see as increasingly saturated with formulaic content. It starts with a war chest of INR2.5 billion ($30 million) with the development of the first slate due to take place over the next 24-36 months.
The studio will focus on developing what it calls “cerebral thrillers, dystopian sagas, speculative dramas, and interactive storytelling experiences,” with a stated mission to leverage AI-assisted production workflows and immersive storytelling technologies.
“With the rise of OTT [streaming] platforms and global content, audience taste, especially in India, has evolved rapidly,” said Gaurav Shukla, creator-producer of the hit series “Asur,” who will help lead Madlab Alpha alongside fellow Madlabs Films producer Abhijeet Khuman. “This shift is impacting conventional commercial cinema, as we’re seeing more viewers gravitate towards fresh, bold narratives.”
Darshana Bhalla, founder and CEO of D’Artist Talent Ventures and Universe of Ideas, added: “At its core, Madlab Alpha is about empowering new voices and building a collaborative creator ecosystem.”
The venture arrives at a time when streaming platforms continue to reshape viewing habits in India, with audiences increasingly open to experimental formats and narratives. Bodhitree brings significant industry experience to the partnership, having produced over 3,000 hours of content across 50+ shows for major broadcasters and streaming platforms.
“Madlab Alpha represents a bold leap into the future of storytelling,” said Mautik Tolia, managing director of Bodhitree Multimedia. “This partnership marks a pivotal evolution in our content strategy, reflecting our commitment to shaping the progress and success of the industry.”
The partners believe the timing is ideal, with Bhalla noting: “Rules are being rewritten, markets are getting redefined, and consumers are evolving. This is the best time to experiment.”
Shukla and Khuman added: “AI will democratize storytelling, shifting power from the studio to creators within the next 2-3 years. Any person with a laptop will craft Hollywood-level blockbusters. Safe storytelling is no longer an option in the world drowning in infinite content; only intensity, innovation, and disruption will survive.”
Madlab Alpha has been established as a subsidiary of Bodhitree Multimedia Limited with plans to develop content for both domestic and international markets.
