On the sets of Kanti Shah’s GaramBAS, shooting ka last day hai. The rest was in Bangkok and Mauritius. First time, haan. Maine sab ladko ko samjha diya hai,’’ says Kanti Shah, as he relaxes at Trombay’s Essel Studios on a Sunday night. The tall and well built Shah is the C-grade industry’s A-lister, a name which loosens tightly clenched distributor palms. ‘‘Pehle hi shot mein bahut glamour dikha de,’’ he tells Kaushal, the effeminate dance director, before stepping aside to survey the rural setting. The manufacturing of rain is on and soon, a dry heroine will get wet for Garam, the latest of the director’s 90 films. ‘‘The film opens with the Man Jal Raha Hai, Tan Jal Raha Hai number. I want to capture as much viewer interest as possible with this bold beginning,’’ says Shah who, on closer scrutiny, is slightly greying at the temples and has a hairstyle that went out with QSQT. We’ll spare you the convolutions of the plot. Let’s just say that it is, at its core, about a woman who wants orgasms (“jannat”) on demand. ‘‘Arre m******, we think only men want satisfaction. My lead character wants it as bad,” says Shah. “Her stock dialogue—Agar mein aam auraton se garam hoon, to isme kya hai—runs throughout; she even dumps her husband to return to her boyfriend just for that,’’ says the former production manager who claims he’s 40. Shah started off with Mithun Chakraborty in Maardhad in 1981, played the hero in around 10 films, and has directed and produced such front-bencher faves as Jallad No 1 and Daku Ramkali. ‘‘Sex body ki zaroorat hai,’’ says Shah. ‘‘Do you know what happens when you don’t have sex for 10 days? A lot of heat is generated around your temples and it makes you uncomfortable. My films have just one message—don’t suppress the desire.’’ The handful of people who make up Shah’s unit are ready for the take. The rain has started to come on. Kaushal wiggles his hips, drops an imaginary pallu as Sapna, the heroine, watches. The take is on. ‘‘Kaushal, pallu gir nahi raha hai, barsaat kam kar, ’’ she says, as the title track, an earworm, unspools. ‘‘I’m 24,’’ says the heroine. It appears to be a white lie. Sapna is from Nasik and started acting when she was 17. ‘‘I do about 10 films a year and then I also get these item numbers. But don’t ask me which films, I just hop from one studio to another,’’ she says, strategically positioning the little clothing there is on her body. Our photographer wants a shot of the director and the heroine together, but Shah plays hard to get. ‘‘Please, yeh sab ajeeb lagega,’’ he says, before capitulating to persuasion. Sapna makes eyes at him, nudges his stomach gently and puts an arm around his shoulder. ‘‘He didn’t tell you, did he? I’m his wife.’’ Shah takes the embarrassment in his stride, but the wife-as-heroine comes in handy when you have to stick leech-like to your budget. Shah’s genre of films—around 100 are made a year, each costing between Rs 8 lakh and Rs 30 lakh—is facing slicker, bolder competition from the likes of Mallika Sherawat and Payal Rohatgi. Less than 20 per cent of these, say those in the business, manage to deliver returns and the number of directors and financiers has rapidly dwindled.Sex might sell, but the way it is presented has to be constantly upgraded. Shah is used to working with just about four to five people for each movie; the rest are hired for the day.