Flipkart Eyes Microdrama Entry Amid Diversification Push

On an experimentation spree, Walmart-owned Flipkart is now looking to enter the entertainment business with short-form scripted shows, microdramas. Sources told Inc42 that the ecommerce major is looking to partner with startups like Terribly Tiny Tales, Pratilipi, among others, to produce microdramas exclusively for its platform.

Flipkart is also expected to source content from its digital media arm, Pinkvilla, which was acquired in 2025 for an undisclosed amount.

As part of the broader content push, Vivek Mohan Sharma, business head – youth, music & english entertainment at JioStar, has been roped in as the CEO of Pinkvilla, replacing founder Nandini Shenoy, sources told Inc42.

Inc42 has reached out to Flipkart for comment on the development. The story would be updated based on their response. Moneycontrol was the first to report on the development. 

The microdrama offering will be integrated into Flipkart’s main app rather than launched as a standalone platform. Flipkart is testing a dedicated microdrama feed within its app, featuring personalised sections such as “Today’s top pick for you”, “Recommended Favourites” and “Flipkart user’s pick”. 

The move comes as Flipkart looks to expand beyond ecommerce and build a broader consumer ecosystem around its more than 500 Mn registered users. 

Flipkart’s microdrama play could eventually go beyond increasing time spent on the app, with the company potentially looking to connect content consumption with commerce.

“The idea is simple. Flipkart wants to keep users engaged on their app for a long time. Suppose you are watching a piece of content and then crave Diet Coke. You can order it without leaving the app,” said a person aware of the development.

The plans come amid a rapid growth in India’s microdrama market, which is set to reach ₹650 Cr by 2028. Platforms such as Kuku TV, Story TV, DashReels and Quick TV are competing with larger players including JioHotstar and Amazon MX Player.

The microdrama push is part of Flipkart’s broader diversification attempt beyond its mainstay ecommerce platform. 

The company entered the quick commerce with Flipkart Minutes in 2024 and has since been exploring other parts of consumers’ daily lives, including food delivery and ticketing for films and live events.

Earlier this year, sources told Inc42 that Flipkart planned to launch its food-delivery service in Bengaluru by mid-August, with restaurants expected to pay a commission of 10-11% on each order. That launch, however, is yet to materialise.

Flipkart has also reportedly been considering an entry into India’s movie and live events ticketing market ahead of a potential IPO. Reuters reported that the company was weighing a separate vertical for the business, setting it up to compete with BookMyShow and Eternal’s District. There has been little visible progress on either front so far.

Taken together, the plans point to an increasingly expansive ambition at Flipkart: to move beyond being a place where people shop and become a platform that captures more of their time, attention and spending. Ecommerce, quick commerce, entertainment, food delivery and ticketing each offer another way of bringing consumers deeper into the same ecosystem.

Flipkart’s Top Deck Churn

Flipkart is also witnessing a fresh round of top deck churn, with two more vice presidents, Prathyusha Agarwal, VP and head of strategy, and Aakriti Chandra, VP overseeing talent recruitment for Ekart, exiting the company. 

This takes the total number of VP-level exits to at least four in the past 10 days, Money control reported, citing sources. The exits come amid a broader organisational rejig at Flipkart. Amit Sood, VP of corporate finance and head of investor relations, has taken charge of the finance charter at Ekart. 

Earlier, Gunjan Bhartia, senior VP of business finance, and Amer Hussain, VP of supply chain for Flipkart Grocery and Minutes.

The departures follow several other senior-level changes across the Flipkart group, including CEO Nandita Sinha’s exit from Myntra and Flipkart Group CFO Sriram Venkatraman stepping down.

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