Flipkart Plans In-App Microdrama Entry to Boost User Engagement

2 Sept 2026, 5:27 pm · 10d ago · 1 min read · Inc42

E-commerce major Flipkart is preparing to enter the entertainment segment by introducing short-form scripted shows, known as microdramas, within its primary mobile application. The Walmart-owned company is looking to partner with storytelling platforms such as Terribly Tiny Tales and Pratilipi, while also sourcing video content through its digital media subsidiary Pinkvilla. Ahead of this initiative, Flipkart appointed former JioStar executive Vivek Mohan Sharma as the new chief executive officer of Pinkvilla. The platform is testing dedicated in-app feeds to boost user engagement and explore direct links between content consumption and digital commerce for 500 million users.