Flipkart launches microdrama on main app to drive platform engagement

Ecommerce major Flipkart has entered the microdrama segment in partnership with Tencent-backed Pratilipi and media company Terribly Tiny Tales (TTT), according to people familiar with the matter.

The vertical is placed within Flipkart's main ecommerce app under 'Play' – which has a content-led shopping discovery platform ‘Explore’ and microdrama vertical ‘Drama’. The move is intended to attract users to the platform and boost engagement ahead of the upcoming festive season.

The microdrama feed is currently populated with series from TTT and Double Tap Films, Pratilipi's microdrama studio.


This development comes a few months after Flipkart acquired a majority stake in the digital content platform Pinkvilla last September. The Walmart-backed company has aggressively pursued content commerce efforts to engage Gen Z shoppers.

Flipkart did not respond to ET’s queries at the time of publication of this story. Moneycontrol was the first to report this development.

The microdrama sector is crowded with standalone platforms like Krafton and 3one4 Capital-backed Kuku Technologies’ Kuku TV, Eloelo’s Story TV, ShareChat’s Quick TV and Dashverse’s DashReels.

ET reported in June, audio entertainment startup Pocket FM’s move to shut down its microdrama vertical Pocket TV. Commenting on the news, cofounder and CEO of Pocket FM, Rohan Nayak said in a LinkedIn post, “User acquisition isn't the challenge in microdrama today, long-term retention is. Much of the category today is being supported by aggressive user acquisition budgets, dark patterns and auto-renewal mechanics; that's not a game we are interested in playing.”

Meanwhile, both Kuku Technologies and Mohalla Tech, the parent of ShareChat and Moj, are doubling down on the format, even as investors remain cautious about content-led businesses that have yet to prove durable monetisation and retention.

In June, Kuku Technologies confidentially filed draft papers with market regulator Sebi for a Rs 3,500 crore initial public offering.