Ektaa Kapoor Opens Up About Family Tensions Over Bold OTT Platform ALTT
Producer Ektaa Kapoor has revealed the personal and family struggles she faced while launching her bold-content OTT platform, ALTT. The platform, initially known as ALTBalaji, was designed to showcase edgy, 18+ content exploring themes like youth, crime, and relationships, but it drew controversy and was eventually banned by the Indian government in 2025 for alleged obscenity.
In a candid discussion on Usha Kakade Productions, Ektaa disclosed that her parents, veteran actor Jeetendra and producer Shobha Kapoor, were strongly against the platform from the very beginning.
“My mom and dad did not want me to start the ALTT. They thought that since I am a Padma Shri recipient and I have an image in the industry, I should not start an app of bold content,” she said.
Ektaa added that, despite numerous disagreements and arguments at home, she wanted to branch out from traditional family dramas to explore bolder, more contemporary storytelling. She said, “I did not get any support from my house.”
The criticism she faced from her parents, she noted, was far harsher than anything she had encountered regarding her personal life.
“They would target four taunts at me as I refused to get married, but in this case I had to hear 100 taunts,” she recalled.
Ektaa further revealed that both her parents repeatedly urged her to shut the platform, repeatedly saying “Band kar do, band kar do.” The pressure ultimately led to her and her mother stepping down from active involvement in ALTT.
With a touch of humor, she described the strained dynamics at home over the issue:
“My dad and mom became my saas over this issue.”
Ektaa Kapoor’s revelation highlights the personal sacrifices and family pressures that creators often face when pushing boundaries in India’s entertainment industry. Despite the setbacks, her attempt to bring bold and unconventional storytelling to audiences through ALTT marked a significant chapter in the evolution of OTT content in India.
The ALTT controversy also sparked broader conversations about censorship, creative freedom, and the balance between reputation and artistic experimentation in the Indian digital space.
