Flipkart acquires majority stake in infotainment platform Pinkvilla

Flipkart has acquired a majority stake in Pinkvilla to expand its digital content footprint, target Gen Z and millennial audiences, and leverage infotainment for commerce growth

E-commerce firm Flipkart said it has acquired a majority stake in Pinkvilla India Private Limited, a leading digital infotainment platform. The acquisition is part of Flipkart’s strategy to expand its content footprint and enhance engagement with Gen Z and millennial audiences, leveraging Pinkvilla’s brand, capabilities and loyal audience base. The companies did not disclose the value of the deal.

 

“Our acquisition of a majority stake in Pinkvilla is a critical step in our mission to deepen our engagement with Gen Z,” said Ravi Iyer, senior vice-president, corporate, Flipkart. “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.”

   

Movies and celebrities play a significant role in shaping trends and influencing consumption habits. With a majority of Gen Z users consuming content on these themes, the acquisition of a leading infotainment platform is a natural fit as Flipkart seeks to enhance its appeal to this audience. The deal also gives Flipkart an opportunity to gain trend insights and create content for commerce opportunities, strengthening its position in the Indian market. 

 

“We are confident that with Flipkart’s support, we will be able to scale our operations and continue to deliver high-quality content that resonates with our millions of users, further strengthening our position as a leader in infotainment,” said Nandini Shenoy, founder and chief executive officer of Pinkvilla.

 

The transaction has been finalised and is subject to customary closing conditions. The companies expect to close the deal shortly.

 

As Flipkart expands its e-commerce operations across the country, it has made several acquisitions in recent years. These include digital payments firm PhonePe, online fashion retailer Myntra and the Indian arm of e-commerce firm eBay. It also strengthened its wholesale presence with the acquisition of Walmart India, which operated the Best Price cash-and-carry business. In addition, Flipkart acquired Scapic, an augmented reality company, to enhance its shopping experience, and Sastasundar Marketplace, which owned and operated an online pharmacy and digital healthcare platform.