Ullu is a subscription-based video-on-demand (VOD) service that has carved a very specific niche for itself in the crowded Indian OTT market. While mainstream giants focus on a wide range of genres, Ullu has gained notoriety and a dedicated subscriber base by producing content that is unapologetically bold and often centers on adult themes. The platform has stated its aim is to cater to the "young generation of India". From shows like Charmsukh to Palang Tod , Ullu has built its brand on generating viewership through high-drama, sensational, and often erotic storytelling. Lovely Massage Parlour fits perfectly within this brand identity, with its central conflict revolving around the grey areas of intimacy and commerce in a massage parlour.