MUMBAI: Irada Entertainment, an India-based production house is best known for its 2017 national award-winning movie Iraada starring Naseeruddin Shah. The production house has also done a Gujrati movie named Ventilator that featured Jackie Shroff in the main lead. The production house recently produced a series Avrodh with Applause Entertainment.

It is a brainchild of Falguni Patel, an N.R.I based out of the US who is a film enthusiast at heart and believes that good content strikes a connection with the audiences. She aims to create captivating and engaging content across all genres such as a spine-chilling thriller, high-octave drama, dark-humour, or a heart-rending love story. Patel mentions that impactful stories, coupled with the right talent and technology are the need of the hour.

Irada Entertainment is based out of Mumbai’s Andheri location and does most of the creative work on a contractual or project basis. However, the team travels to different shooting locations based on the requirements of the script. Patel shares, “We like to be as authentic as possible with our shoot locations to bring in the persuasive approach.” It is currently in the process of hiring a full-time team on board.

“Our vision of what we want out of a story has always been cast in stone. This has been monumental in giving our team the right direction. Once we commit to any project, there is no turning back. We direct our team to think out of the box in the face of adversities and make things happen even in the worst-case scenarios.”

As a producer, Patel thinks her biggest investment in terms of time is in the concept of the story which should be able to connect with the audiences. The firm’s significant time and efforts majorly go in shortlisting the right content. “Great stories can fail once they go into production if we do not back them with the right talent. Our approach has always been holistic, it is not only the story but also the team, the medium, and the timing that makes a project successful,” she further adds. 

Patel highlights that producing a film or web-series comes with its own set of challenges as there is a chance that the content might not be accepted by the audience. She believes there is no formula to create hit content and it all comes with taking a risk and experimenting.

Irada Entertainment is currently pitching its content to different OTT channels and is in talks with them for creating an OTT original as well.