At a time when Bollywood has been struggling to bring audiences back to theatres post the pandemic, Zerodha co-founder Nikhil Kamath believes the solution might lie in something as humble—and beloved—as a plate of good local biryani. In a tweet that stirred both food analogies and film industry introspection, Kamath metaphorically stated that he would prefer a plate of "good local biryani over a Michelin-star quality fancy restaurant 99 times out of 100."
Kamath’s post was backed by a 12-slide research thread from @FinFloww. The research stated that Bollywood’s path to revival doesn’t lie in global validation or artistic perfection. Instead, it lies in reconnecting with India’s emotional palate—through films that feel like a plate of good biryani: accessible, flavourful, and made for the masses.
The Box Office Breakdown: Big Budgets, Modest Results
According to the data Kamath shared, Bollywood’s theatrical footfall in 2024 stood at 883 million, still below pre-COVID highs of over 1 billion. Despite high-profile releases and star power, the industry hasn’t been able to replicate the frenzy of its golden years. Meanwhile, Hollywood’s India box office share is shrinking, and regional cinema—especially Malayalam and Kannada films—is witnessing exponential growth.
Kamath believes it’s a question of emotional and cultural resonance, not technical prowess or production scale. Just as people like him choose a reliable biryani joint over an expensive gourmet meal, audiences seem to favour relatable, masala-laced films over prestige cinema.
Masala Over Minimalism: What’s Actually Working
A striking insight from the research is that 8 out of the top 10 Bollywood films in 2024 were low-to-mid-budget entertainers—like Munjya, Bhool Bhulaiyaa 3, and Stree 2—all rooted in quirky folklore, supernatural chaos, and over-the-top storytelling. Critics may label some of them as “brainrot,” but Kamath sees their success as a market signal, not a creative lapse.
These films were not chasing subtlety. They doubled down on drama, myth, humour, and madness—everything that once defined the golden age of Bollywood.
The South Indian Edge: Lessons in Cultural Confidence
The Ormax box office data shows Malayalam cinema grew over 100% in 2024, while Hindi cinema declined. The secret? Southern industries didn’t dilute their storytelling to appear more global. Instead, they embedded local flavour into mythic narratives (Kantara, RRR), stayed rooted in regional identity, and delivered emotion-first films without apology.
The reserch states that Bollywood lost some of that edge when it tried too hard to mirror the West. It became more about looking polished and less about feeling personal.
Anime, OTT Fatigue & The Concert Economy
Another analogy the research draws is with anime—a genre that succeeded globally not by toning itself down, but by embracing its excesses. Shows like Attack on Titan and Demon Slayer are global hits precisely because they’re exaggerated, emotional, and culturally specific.
Similarly, audiences are showing signs of OTT fatigue. Despite more content than ever, engagement is flattening. At the same time, India’s concert economy has exploded, with over 16,700 events in 2025, up from 8,000 in 2018. The research sees this as evidence that people want participatory, community-driven entertainment—the kind cinema used to offer.
Kamath’s larger thesis? In a post-AI world, where content can be generated but connection must be crafted, Bollywood should stop aspiring for global awards and start aiming for emotional impact.
The solution is not more VFX or high-concept dramas. It’s reconnecting with the rawness, the messiness, and the magic of Indian storytelling. In other words, Bollywood needs to bring back the biryani.
Kamath’s post was backed by a 12-slide research thread from @FinFloww. The research stated that Bollywood’s path to revival doesn’t lie in global validation or artistic perfection. Instead, it lies in reconnecting with India’s emotional palate—through films that feel like a plate of good biryani: accessible, flavourful, and made for the masses.
The Box Office Breakdown: Big Budgets, Modest Results
According to the data Kamath shared, Bollywood’s theatrical footfall in 2024 stood at 883 million, still below pre-COVID highs of over 1 billion. Despite high-profile releases and star power, the industry hasn’t been able to replicate the frenzy of its golden years. Meanwhile, Hollywood’s India box office share is shrinking, and regional cinema—especially Malayalam and Kannada films—is witnessing exponential growth.Kamath believes it’s a question of emotional and cultural resonance, not technical prowess or production scale. Just as people like him choose a reliable biryani joint over an expensive gourmet meal, audiences seem to favour relatable, masala-laced films over prestige cinema.
Masala Over Minimalism: What’s Actually Working
A striking insight from the research is that 8 out of the top 10 Bollywood films in 2024 were low-to-mid-budget entertainers—like Munjya, Bhool Bhulaiyaa 3, and Stree 2—all rooted in quirky folklore, supernatural chaos, and over-the-top storytelling. Critics may label some of them as “brainrot,” but Kamath sees their success as a market signal, not a creative lapse.These films were not chasing subtlety. They doubled down on drama, myth, humour, and madness—everything that once defined the golden age of Bollywood.
The South Indian Edge: Lessons in Cultural Confidence
The Ormax box office data shows Malayalam cinema grew over 100% in 2024, while Hindi cinema declined. The secret? Southern industries didn’t dilute their storytelling to appear more global. Instead, they embedded local flavour into mythic narratives (Kantara, RRR), stayed rooted in regional identity, and delivered emotion-first films without apology.The reserch states that Bollywood lost some of that edge when it tried too hard to mirror the West. It became more about looking polished and less about feeling personal.
Anime, OTT Fatigue & The Concert Economy
Another analogy the research draws is with anime—a genre that succeeded globally not by toning itself down, but by embracing its excesses. Shows like Attack on Titan and Demon Slayer are global hits precisely because they’re exaggerated, emotional, and culturally specific.Similarly, audiences are showing signs of OTT fatigue. Despite more content than ever, engagement is flattening. At the same time, India’s concert economy has exploded, with over 16,700 events in 2025, up from 8,000 in 2018. The research sees this as evidence that people want participatory, community-driven entertainment—the kind cinema used to offer.
Kamath’s larger thesis? In a post-AI world, where content can be generated but connection must be crafted, Bollywood should stop aspiring for global awards and start aiming for emotional impact.
The solution is not more VFX or high-concept dramas. It’s reconnecting with the rawness, the messiness, and the magic of Indian storytelling. In other words, Bollywood needs to bring back the biryani.
