Ecommerce giant strengthens its content play, leveraging Bollywood and celebrity-led infotainment to deepen consumer engagement
Flipkart, India’s homegrown ecommerce marketplace, has announced the acquisition of a majority stake in Pinkvilla India, one of the country’s leading digital infotainment platforms. The deal marks a significant step in Flipkart’s broader strategy to expand its content footprint and strengthen engagement with Gen Z and millennial audiences.
Movies and celebrity culture remain powerful drivers of trends and consumption in India, particularly among Gen Z users who consume content heavily on these themes. The acquisition of Pinkvilla positions Flipkart to gain valuable trend insights, develop content-led commerce opportunities, and enhance its overall appeal in a highly competitive market.
Ravi Iyer, Senior Vice President – Corporate at Flipkart, said, “Our acquisition of a majority stake in Pinkvilla is a critical step in our mission to deepen our engagement with Gen Z. Pinkvilla’s robust content IPs and strong connection with its loyal audience base are assets that will accelerate our efforts to leverage content as a key driver of growth.”
Nandini Shenoy, Founder and CEO of Pinkvilla, added, “The investment by Flipkart is a testament to the strong platform and content we have built. With Flipkart’s support, we will scale operations further while continuing to deliver high-quality infotainment that resonates with millions of users.”
The deal has been finalised and is subject to customary closing conditions, with both companies expecting to complete the transaction shortly.
