In 1996, during the launch of Ramoji Film City, Ramoji Rao shared his grand vision with select media personnel. He famously said that a filmmaker could “come with a script and go back with a film,” summing up his ambitious dream for the facility. The world’s largest film studio complex, Ramoji Film City was designed as a one-stop destination for filmmakers, providing all the necessary infrastructure and resources to make a film from start to finish. “This will probably be my last venture,” he said.
In 1974, people of the then Andhra Pradesh experienced a new phenomenon when sample copies of a new Telugu newspaper were slipped under their doors at 5 am. EenaduA Telugu daily that instantly made an impact with its innovative design, engaging contents, catchy use of language and trend setting headlines. Eenadu It soon became an integral part of Telugu households and ushered in a new era of journalism in the region.
with the launch of NewstimeAt the English daily, he provided a platform for experienced journalists and paved the way for ambitious ones to advance their careers. His hands-on approach stemming from his experience as a journalist set an example of dedication and attention to details. This writer, who was part of the erstwhile newspaper, could not help but recall the excitement among journalists when Ramoji Rao approved their stories. Circle a story in red pen was seen as a sign of approval and probably gave the writers a sense of recognition and achievement.
Energetic Entrepreneurship
Priya pickles and Soma fruit drink, launched under Ramoji Rao’s Ushodaya Enterprises, achieved significant success. Priya pickles became a staple among Telugu families due to its traditional taste and quality and were often sent to relatives abroad. Though it was short-lived, Soma, one of the first fruit drinks to be packaged in pouches in India, indicated his foresight and the company’s potential for innovation in the FMCG sector.
Ramoji Rao’s ventures consistently demonstrated his diverse business acumen. Financial services company Margdarshak and film distribution company Mayuri are other examples of his successful ventures.
Experimental Attempts
Ramoji Rao’s entry into the film industry began with the establishment of Ushakiron Movies in 1983. The production house soon made its mark by producing several critically acclaimed and commercially successful films in various Indian languages, starting with Shrivariki PremalekhaDirected by Jandhyala in 1984. That film marked a significant shift in Telugu cinema towards light-hearted, family-oriented storytelling, with humour mixed into the main plot.
Mayuri – The 1984 film directed by Singeetham Srinivasa Rao marked another shift in Indian cinema, thanks to Ramoji Rao’s vision of bringing real-life stories to the screen. Sudha Chandran’s portrayal of herself added authenticity to the film, which depicted her journey as a classical dancer despite losing a leg in a tragic accident. The film’s success led to its Hindi adaptation, Mayuri danced,
When Ramoji Rao heard the news of a tribal woman protesting outside the house of a man who had cheated her, he decided to show the woman’s struggle on celluloid in a remote village in Orissa and produced the film. Mauna PoratamIn which new actress Yamuna was launched in the lead role.
He has chosen the story of former track and field athlete Ashwini Nachappa for his next biopic Ashwini. Ashwini, known as India’s FloJo, played herself in the film and also acted for a while in the Kannada film industry.
Other commercial blockbusters of Usha Kiran Movies include starring Vijayashanti Reactance (1984), Chitrak (1999), Nuvve Kavali (2000) and many other films, which launched the careers of several actors, directors and technicians.
Apart from film production, Ramoji Rao’s media conglomerate, the Ramoji Group, expanded into various fields including television with the launch of the Eenadu Television Network in 1995. ETV is South India’s first 24-hour entertainment satellite television channel.
ETV’s leading serial Antarangalu and most popular music reality show Paduta Teyaga Set the early standards for Telugu television. Paduta Teyagawhich is now celebrating 25 years, redefined the late SP Balasubrahmanyam as a charming host while launching the singing careers of talented individuals in the Telugu states.
The demise of Ramoji Rao is a great loss, but his impact on Indian media and cinema will always be remembered.
