Flipkart has announced that it has picked up a majority stake in Pinkvilla India Private Limited, a well-known digital infotainment platform. The companies kept the deal value under wraps. For Flipkart, the move is seen as part of a wider push to expand its content footprint and hold the attention of younger audiences who spend more time-consuming entertainment and celebrity-led stories than browsing catalogues.
Pinkvilla is best known for its mix of film, celebrity and lifestyle content that attracts millions of users, especially Gen Z and millennials. With movies and pop culture often shaping trends and buying choices, the partnership gives Flipkart a chance to plug directly into that influence cycle. It also opens a door for the e-commerce firm to tap into trend data and experiment with content-driven commerce.
Ravi Iyer, senior vice-president, corporate, Flipkart, described the acquisition as a step towards building deeper engagement with Gen Z. On the other side, Nandini Shenoy, founder and chief executive officer of Pinkvilla, said the deal would allow them to scale operations further with Flipkart’s backing, while continuing to produce content that resonates with their audience.
Although the transaction has been finalised, it still needs to clear the usual closing formalities before being fully completed. Both companies expect this to happen soon.
This isn’t Flipkart’s first big purchase. Over the years, it has picked up several businesses to strengthen its core and expand into new areas. These include fashion retailer Myntra, digital payments firm PhonePe, the Indian arm of eBay, and Walmart India, which ran the Best Price wholesale chain. Flipkart also acquired augmented reality firm Scapic to polish its shopping experience and Sastasundar Marketplace to step into the healthcare and pharmacy space.
