At a time when business is booming in Bollywood, superstar King Khan aka Shah Rukh Khan is planning to expand. He has his sights trained on expanding his production house, Red Chillies Entertainment.

SRK plans to convert erstwhile Red Chillies Entertainment into a full-fledged studio, which will produce multiple films in any given year. From a production and VFX Studio, Red Chillies is all set to pose stiff competition to existing Bollywood studios.

The joint plan of master marketeer Shah Rukh Khan and his Red Chillies CEO Venky Mysore, the expansion seems to be a well-thought out plan. The production house has just made several new recruitments, including former Disney UTV Executive Director Gaurav Verma. Verma will join Red Chillies in the capacity of Chief Revenue Officer.

Verma comes with a stellar record, as her was the Head Of Distribution at PVR Pictures, prior to his stint in Disney UTV. Verma was the brainchild behind distribution of films like Raajneeti, Paan Singh Tomar, Delhi Belly, Barfi!, Ship Of Theseus, Chennai Express and many others.

Also soon to come on board is Creative Director Of UTV, Manish Hariprasad. Manish had worked with SRK on Chennai Express, and will enter Red Chillies in the capacity of Chief Creative Officer.

Said a source, speaking of the latest developments, “Manish has put in his papers in UTV. He will join Red Chillies in the next two months. The development of SRK’s studio will be a gradual process. However, no stone will be left unturned to make it a success.”

The new studio will focus on romantic comedy films initially, which is the forte of the Baadshah of Bollywood. Even the films that do not star Shah Rukh Khan will be produced by the new studio.