The co-founders of India’s leading animated horror channel Khooni Monday announced their strategic roadmap to build a comprehensive media universe centered on horror and thriller genres, projecting the valuation of their combined network at over 100 crore rupees.
Chief executive officer and creative director Divay Agarwal, along with business head Raman Bhalla, revealed during an interview with The Creator Room that their network has successfully diversified beyond traditional digital video.
The entrepreneurial duo detailed their transition from independent online animators to an integrated media firm utilizing a structure that spans client service divisions, automated production research labs, and live event properties.
Agarwal and Bhalla explained how their parent entity has established a recurring ecosystem that feeds individual content properties into secondary monetization pipelines.
The business operates by utilizing its library of intellectual property (IP) to secure large catalogue sales with mainstream production companies and audio platforms.
Bhalla reported that the overall corporate revenues are split between their newly rebranded commercial media studio called Damru, which contributes 50% to 60% of annual revenue, and their independent creative programs.
The independent shows bring in roughly 30% to 40% of overall revenue, which is further bolstered by a 10% contribution from their proprietary on-ground fan convention called Horrorcon.
The enterprise monetizes its long-form digital properties across multiple streams, moving past a single reliance on standard programmatic advertising payouts from standard channel distribution models.
He noted that the company regularly executes content licensing with digital audio networks and regional television syndicates.
The network has successfully finalized distribution agreements with prominent audio channels, creating tailored audio projects for major networks like Spotify and Amazon Music.
Bhalla highlighted that these deals frequently bundle catalog access with dedicated media promotions, ensuring that digital viewers transition across secondary apps while providing steady commercial capital for the studio.
The partners emphasize the necessity of legal corporate registration for creative assets to prevent copyright infringement from copycat accounts as they expand into direct consumer merchandise.
Agarwal stated that every prominent series franchise within their network has received official trademark status to protect future business lines, including customized survival gaming software currently in active development for desktop and smartphone devices.
The media firm employs a full-time staff of approximately 35 individuals split equally between customer production pipelines and corporate operations.
To accelerate corporate expansion after years of functioning as a profitable self-funded company, Bhalla announced that the management team is officially evaluating proposals for institutional investment.
The creators initially established their platform in 2018 as a specialized digital channel focused entirely on telling folklore and modern ghost stories through two-dimensional digital animation.
The core property has achieved a digital audience of over 6.39 million subscribers, expanding its initial operations into an extensive portfolio that features dedicated true-crime programs and investigative podcasts.
The business successfully staged its recent regional fan convention in New Delhi, registering an official physical gate attendance of over 20,000 visitors across the two-day gathering.
The production required an initial capital layout of over two crore rupees, which was offset through ticket sales, space rentals to food stalls, and immersive experiential marketing pavilions managed for corporate title sponsors.
