Quick Take
- Flipkart added a Play tab to its app on September 2, 2026, with a Drama section for short-form shows.
- India’s microdrama market was worth Rs 650 crore in 2025 and is set to reach Rs 2,320 crore by 2028.
- Flipkart joins Kuku TV, ShareChat’s Quick TV and EloElo’s StoryTV in a crowded field.
Flipkart has launched a microdrama offering inside its main app. The Walmart-owned company added a Play tab to its bottom navigation bar on September 2, 2026. The tab carries creator content and short-form scripted dramas.
The Drama section opens with titles such as CEO Se Romeo, Contract Marriage and Boss Bahu. The shows span drama, action and comedy. Actors including Anupam Kher and Mandira Bedi appear in them.
Flipkart did not launch a separate app. The feed sits inside the shopping app that already serves its user base. That choice is the whole strategy.
What is a microdrama?
A microdrama is a scripted show told in episodes of one to three minutes each. A single series can run 60 to 120 episodes. Each episode ends on a cliffhanger to pull the viewer to the next one.
The format is built for a phone screen and a short attention span. It grew first in China, then spread to India over the past two years. Vernacular languages such as Hindi and Tamil drive much of the demand.
Flipkart built the Drama feed with personalised sections. These include “Today’s top pick for you”, “Recommended Favourites” and “Flipkart user’s pick”. The layout mirrors how streaming apps surface content.
Who makes the content for Flipkart?
Flipkart has partnered with Terribly Tiny Tales, Pratilipi and other studios to produce shows. The content is made for its platform. Flipkart will also feature titles from Pinkvilla.
Pinkvilla is the entertainment and lifestyle media brand Flipkart acquired in September 2025. The financial terms were not made public. Pinkvilla was founded in 2007 and is based in Mumbai.
Flipkart went further in December 2025. It acquired a majority stake in Minivet AI, a generative video startup founded in 2024. Minivet AI builds video and visual content tools for e-commerce platforms.
The AI buy matters here. Low-cost, AI-assisted production is one reason microdramas can be made cheaply at scale. Flipkart now owns a piece of that pipeline.
How big is the microdrama market in India?
India’s microdrama market was valued at Rs 650 crore in 2025. It is set to reach Rs 2,320 crore by 2028. That figure comes from a FICCI and EY India report on the media and entertainment economy.
The market is expected to grow at more than 50% each year through 2028. The FICCI-EY report names three drivers. These are adoption in tier-2 and tier-3 cities, cheap AI-enabled production and UPI AutoPay for frictionless payments.
Flipkart brings one asset few rivals have. The company reported more than 500 million registered users. That is a ready audience for a new content feed.
| Player | Backing | Format |
|---|---|---|
| Flipkart Play | Walmart | In-app feed |
| Kuku TV | Kuku FM | Standalone app |
| Quick TV | ShareChat | Standalone app |
| StoryTV | EloElo | Standalone app |
| MX Player | Amazon | Streaming platform |
Why is Flipkart doing this?
The goal is time spent inside the app. Flipkart wants users to stay longer and come back more often. Content is the hook that keeps them there.
There is a second layer. Flipkart could link what a viewer watches to what a viewer buys. A person watching a show could order a product without leaving the app.
The move also opens a new advertising surface. A content feed gives Flipkart more slots to sell. It is a diversification play beyond selling goods.
The competition is real. Kuku TV, Quick TV and StoryTV already run, and larger players such as JioHotstar and Amazon’s MX Player are in the market too. Flipkart is late, but it is not short of users.
StartupFeed Insight
Flipkart is not betting that microdramas alone make money. The Rs 2,320 crore prize by 2028 is small next to Flipkart’s Rs 82,787 crore revenue in 2025. The real bet is attention. Every extra minute inside the app is a minute closer to a purchase, and the Minivet AI buy tells you Flipkart wants cheap content at scale, not prestige drama. Watch for one signal by mid-2026: does Flipkart put a buy button inside a show? If it does, this stops being an entertainment feed and becomes a new way to sell. That is when rivals with no shopping cart should worry.
— Harshvardhan Kothari, Technology and Policy Correspondent
What this means for you: If you build a microdrama or short-form content startup, Flipkart just became a distribution buyer and a rival at once, so pitch content partnerships now before the roster fills.
Have a tip? Write to us at editorial@startupfeed.in.
