These days, the most creative writing on a Hindi film rarely makes it to the screen. It lives inside the lead actor’s contract. Apart from the multi-crore acting fee, there exists an ever-expanding roster of mandatory operational demands, turning standard pre-production into a logistics nightmare in which producers finance a travelling wellness retreat (personal team, private chefs, trainer, imported body double and a mental wellness coach) before a single line of dialogue is spoken.
As the Hindi film industry continues to navigate its volatile phases, with box-office predictability plummeting and streaming platforms drastically pulling back on pre-sale guarantees, a new crisis is slowly taking over set budgets: the ‘wellness and lifestyle’ entourage.
Inspired by Hollywood riders, outlandish talent requirements and international pop-star logistics, a growing contingent of actors is attempting to engineer a Western entourage culture on Hindi film sets. But with above-the-line (ATL) talent costs already eating up 20 per cent to 25 per cent of overall budgets, industry insiders reveal that the burden of funding private wellness ecosystems is pushing producers to a breaking point.
Aspirational Hollywood Standards
“Because of exposure to how Hollywood operates, talent wants to mirror international riders — their strict dos and don’ts, specific dietary setups, personal photographers, and dedicated wellness teams,” says a veteran talent manager. “We are trying to engineer L.A. standards in an ecosystem that simply doesn’t have that kind of margin right now.”
While physical transformation for action roles historically justified specialised trainers, crew members note that the line between genuine technical necessity and luxury has blurred.
“Action training and physicality is a fair ask,” notes a producer who has managed multi-starrers. “If a hero is doing a heavy stunt-based film, a trainer makes sense. But if he’s doing an action film relying almost entirely on a body double, why does he need an elite physical team on the producer’s tab? What are you bringing to the table as an actor if the producer is paying ₹15 crore for your fee and flying in an international body double because you refuse to work with local stunt teams?”
The demands extend beyond gym equipment. In recent months, talent requests have expanded to include on-set mental health therapists, personal physiotherapists, and specialised culinary staff.
“If an actor wants a physiotherapist or a therapist, why burden the production?” the producer asks. “If you want the producer to pay, at least let the specialist be of the producer’s choice or within a mutually agreed budget. But talent wants their specific high-end choices, which shoots the budget through the roof, and the producer is expected to blindly sign off.”
The Kitchen Dilemma
The friction point often manifests in the most micro-managed detail of on-set life: food. While standard five-star production accommodations routinely cater to custom diets, talent increasingly demands private, dedicated chefs, on location.
“An actor recently demanded that in addition to his five-star suite, he needed his private chef on set,” an executive producer says. “Having a private chef doesn’t just mean paying his daily fee of ₹10,000 to ₹20,000. It means the production has to rent a separate kitchen space, pay for a second hotel room for the chef, and cover specialised groceries. You are staying in a five-star hotel that can prepare almost anything you ask for. Why can’t we meet halfway? An actor once brought his private chef to set, but the chef quietly cooked alongside the general catering team without any fuss. Today, it’s a full-fledged production operation.”
There is no fixed per-day rate, and it depends on production as well as the budget of the film, but on average, a star’s spot boy could charge anywhere between ₹20,000 and ₹25,000 per day; premium personal security would be about ₹15,000; a stylist could charge between ₹75,000 and over ₹1 lakh. The overhead cost of a star on set extends even to multiple vanity vans, with one unit costing ₹50,000 per day. This excludes the cost of a personal chef, food trucks, generators, and the vanity van driver. For a big film, if all these demands are met by the producer, the average cost to have a star on set will amount to ₹20 lakh per day.
In extreme cases, talent management firms have priced their clients out of projects entirely. “An actor recently lost a major show because her management insisted on a massive entourage package over and above her primary fee, demanding private luxury cars, dedicated drivers and premium suites for her entire crew. The platform simply walked away,” the executive producer shares.
Stardom and Volatility
To understand why actors are clinging so fiercely to their entourages, industry insiders point to an underlying sense of insecurity among modern talent. With theatrical Fridays becoming unpredictable and stars competing for cultural clout against influencers and reality TV figures, the entourage has become a visual proxy for power.
“Actors are extremely vulnerable today,” says the talent manager. "Platforms have stopped blindly funding projects, no one is betting big, and the market is unstable. When your Friday opening isn’t guaranteed, you decorate your stardom through entourage size and power displays. Money is on the face of the film — talent feels they have nothing else to project stardom with, so they feed into this illusion.”
However, trade veterans also acknowledge that the current system is partly a monster of the producers’ own making. “There is a history of mistrust here,” explains the talent manager. “Why did hair and make-up teams become private in the first place? Because years ago, producers cut corners by hiring basic dadas who weren’t trained in international standards. Talent was forced to bring their own teams to protect their look. Now it has swung to the other extreme.”
Unlike Hollywood, where strong guild agreements exist, the Hindi film industry lacks a unified governing body to regulate entourage allowances. Without a collective front, individual producers frequently concede to escalating demands during pre-production to secure talent.
Course Correction
As production houses face shrinking profit margins, several insiders are pushing for a structural fix: asking for an “all-inclusive” fee model. Under this system, actors are quoted a single, consolidated fee that covers their personal staff, entourage and daily logistics.
Talent is given complete autonomy to allocate those funds to therapists, private chefs, or specialised trainers as they see fit — without adding overhead to the film’s budget.
“The best practice is to quote a price that is all-inclusive. If you get ₹10 crore, allocate your entourage costs from your own pool. It gives talent complete freedom to hire whoever they want, keeps their staff happy, and saves the producer from endless daily headache,” the manager says.
With mid-budget films feeling the burden of such trends, the consensus across production desks is clear: the illusion of Hollywood-style stardom can no longer be underwritten by shrinking film budgets.
“A course correction is inevitable,” concludes the producer. “If a project’s economics don’t work, no amount of on-set pampering will save it on Friday. It’s time everybody comes back to the table.”