Flipkart aims at increasing time spent on the platform and improving user engagement.
| Photo Credit:
Dado Ruvic
Walmart-owned Flipkart is set to enter India’s fast-growing micro-drama market, bringing short-form scripted entertainment to its main app as the ecommerce major looks to deepen its content-to-commerce strategy, according to sources.
Flipkart has partnered with Terribly Tiny Tales (TTT) and Nexus Venture Partners-backed Pratilipi, among others, to produce micro-dramas exclusively for the platform, sources added. The company will also host content from Pinkvilla, the entertainment company it acquired in 2025 for an estimated ₹70-80 crore.
The micro-drama feature has been rolled out to a section of Flipkart’s user base and will subsequently be made available to more users, sources said. The format will be housed under a separate tab on Flipkart’s main app.
The move is aimed at increasing time spent on the platform and improving user engagement, while potentially creating a new avenue for Flipkart to connect entertainment with commerce.
Flipkart’s entry comes as micro-dramas gain traction in India, with several specialist platforms emerging in the space. These include IPO-bound Kuku’s Kuku TV, Eloelo’s Story TV, Dashverse’s DashReels and ShareChat’s Quick TV. JioHotstar has also entered the segment and its micro-drama offering has crossed 100 million users.
The Indian micro-drama market crossed $300 million in 2025 and is projected to reach $1.5 billion by the end of 2026 and $4.5 billion by 2030, according to industry estimates.
For ecommerce platforms, the format could also become an important part of the broader content-to-commerce opportunity. As audiences spend more time consuming scripted short-form content, brands could eventually use such programming as an advertising surface through product placements, integrations into storylines and other forms of commerce-led advertising.
BusinessLine has sent queries to Flipkart seeking details about its micro-drama offering, partnerships and rollout, but the company remained unanswered at the time of publication.
Published on September 2, 2026
