Could it be related to Shows overseas organized by Rihan Siddique. He was banned month back by India government, all overseas rights of Bollywood movies plus any Bollywood shows are organized by him.
There was Big Bollywood show planned in 2020-2021 where Karan Johar and Mahesh Bhatt were suppose to organize stars for event. SSR blatantly denied part of this show. It couldn't be just not accepting offer for the show but in general giving idea that SSR won't follow what they want , thus irking movie mafia. SSR was known to follow him mind. Be it Aditya chopra n may other stories people termed him arrogant but he had mind of his own and rightly said Cartel doesn't like that.
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