The strategic acquisition strengthens Flipkart’s GenAI-led roadmap as ecommerce pivots towards visual, conversational and immersive discovery experiences
Flipkart has announced the acquisition of a majority stake in Minivet AI, an AI and machine learning solutions provider founded in 2024, as part of its strategy to deepen core Generative AI (GenAI) capabilities across its ecommerce ecosystem.
The move comes at a time when digital commerce is rapidly evolving towards visual-first, video-led and conversational discovery. By integrating Minivet AI’s proprietary technology, Flipkart aims to accelerate the creation of more intuitive, interactive and immersive shopping journeys for its customers.
Minivet AI specialises in generative video solutions for ecommerce, enabling the transformation of static product catalogues into engaging, scalable video content. Built on advanced model orchestration and performance optimisation, the platform delivers high-quality outputs at significantly lower costs than traditional production methods. Beyond video, Minivet AI also offers a wider suite of AI-led capabilities, positioning it as a full-stack GenAI partner for online retail platforms.
Commenting on the development, Aditya Rachakonda, Founder of Minivet AI, said the partnership would allow the company to rapidly deploy its GenAI solutions at scale. “From catalogue videofication to conversational search, this collaboration enables us to make shopping more intuitive and immersive for millions of users on India’s leading ecommerce platform,” he said.
Flipkart executives said the acquisition would strengthen the company’s long-term technology portfolio and reinforce its leadership in digital commerce innovation. Ravi Iyer, Senior Vice President – Corporate, Flipkart, noted that integrating Minivet AI’s niche talent and proprietary technology would enhance critical capabilities such as semantic search and video-first commerce, helping drive customer engagement and conversion rates across the platform.
The transaction is subject to customary closing conditions. Over time, the GenAI capabilities are also expected to extend across the wider Flipkart Group ecosystem, which includes Myntra, Flipkart Wholesale, Cleartrip and super.money.
Founded in 2007, Flipkart is one of India’s largest digital commerce players, with more than 500 million registered users and over 1.4 million sellers offering upwards of 150 million products across 80-plus categories. The group has been a pioneer of customer-centric innovations such as Cash on Delivery, No Cost EMI and Easy Returns, playing a central role in India’s digital commerce evolution.
