Flipkart enters microdrama streaming to boost user engagement and sales

3 Sept 2026, 8:00 am · 9d ago · 1 min read · Inc42

Flipkart is venturing into the entertainment sector by testing an in-app microdrama feed dedicated to short-form scripted shows. Instead of launching a standalone app, the Walmart-owned ecommerce giant plans to integrate short content directly into its main shopping interface to increase user engagement and drive impulse purchases. Flipkart is partnering with digital storytelling platforms including Terribly Tiny Tales and Pratilipi to produce exclusive microdramas, while also leveraging content from its media arm Pinkvilla. To spearhead this content initiative, Flipkart appointed former JioStar executive Vivek Mohan Sharma as CEO of Pinkvilla, replacing founder Nandini Shenoy.