When Sanjay Leela Bhansali pitches an idea, the world listens. But not even Netflix’s top boss, Ted Sarandos, was prepared for the cinematic scale and audacity of Heeramandi—Bhansali’s opulent period drama that has now become a milestone in Indian streaming history. In a recent episode of the WTF podcast with Nikhil Kamath, Sarandos pulled back the curtain on what really happened when Bhansali walked into Netflix’s Los Angeles office with the pitch that would soon become one of the grandest shows ever made in India.
The Pitch That Felt Like a Dare
“Heeramandi was probably one of the most creatively interesting projects I’ve worked on in India,” said Ted Sarandos, CEO of Netflix, recalling his first interaction with Bhansali over the now critically acclaimed series. “He came to LA to do the pitch. He came in with this very big vision. Honestly, it almost felt like a dare—like he was saying, ‘I dare you to make this; it’s so big.’”
Sarandos’s candid admission sheds light on just how bold Bhansali’s vision was for a format he had never attempted before: a digital streaming series. Known for his lavish, larger-than-life films like Padmaavat, Devdas, and Bajirao Mastani, Bhansali’s move to streaming was uncharted territory—not just for him, but also for the Indian entertainment industry.
A Landmark in Indian Streaming
When Heeramandi: The Diamond Bazaar was eventually greenlit, it was hailed as a landmark moment for Indian content on global platforms. This wasn't just another historical drama—it was Sanjay Leela Bhansali's first venture into long-format storytelling, a medium that typically demands speed, tight budgets, and realism. In contrast, Bhansali brought with him a world of intricate costumes, majestic sets, elaborate dance sequences, and intense emotional depth.
The production, of course, wasn’t smooth sailing. “There were lots of delays. It was a complicated production,” Sarandos admitted. Given the magnitude of the sets, the ensemble cast, and Bhansali’s relentless perfectionism, that’s hardly surprising. Yet, despite the delays and challenges, the final product spoke for itself—visually stunning, narratively rich, and steeped in culture, Heeramandi became a binge-worthy epic.
A Tale That Almost Never Was
Heeramandi is set in the famed red-light district of Lahore during pre-Partition India. It tells a fictional story against a deeply historical backdrop, capturing the politics, pain, and poeticism of a bygone era. Interestingly, Bhansali had first conceived Heeramandi as a film in 2007, long before streaming changed the landscape of entertainment.
At one point, Bhansali had even planned to cast leading Pakistani actors like Mahira Khan, Fawad Khan, and Imran Abbas in the project, a move that would have deepened its authenticity. However, due to the virtual ban on Pakistani artists in Indian productions post-2016, those plans had to be abandoned. The show was later revived with a powerful Indian cast including Manisha Koirala, Sonakshi Sinha, Aditi Rao Hydari, Richa Chadha, Sanjeeda Sheikh, Sharmin Segal, and Taha Shah Badussha.
Bhansali’s Signature Vision on a Global Stage
What makes Heeramandi extraordinary is that Bhansali remained unapologetically true to his artistic identity. In a digital era dominated by gritty realism and fast cuts, Bhansali offered slow-burn storytelling, lush visuals, and grand emotion—just as he always has. That a global platform like Netflix trusted this vision, and gave it room to breathe, is a reflection of how Indian stories are now commanding global respect.
For Bhansali fans, Heeramandi delivered everything they had come to expect: haunting music, elaborate costumes, emotionally complex characters, and a strong feminist undercurrent. For new audiences, it was a masterclass in period storytelling, rich in detail and ambition.
Final Thoughts: Betting Big on Art
Ted Sarandos’s comments reveal something bigger than just a behind-the-scenes anecdote. They capture the risk-taking spirit that made Heeramandi possible. Bhansali’s pitch may have seemed like a dare, but it was also a leap of faith in the power of Indian storytelling.
And for Netflix, it was a gamble that paid off—not just in numbers or views, but in establishing India as a force to be reckoned with in the international streaming landscape.
In a world increasingly driven by algorithms, Heeramandi is a rare reminder that sometimes, betting on art over analytics is the boldest—and most rewarding—choice of all.