Flipkart eyes Gen Z with Pinkvilla deal

Flipkart adopts a model used by rivals Nykaa, Amazon in tying entertainment content to online shopping

- Sowmya Ramasubramanian

Walmart-backed e-commerce portal Flipkart is chasing millennials and tech-savvy Gen Z shoppers influenced by Bollywood fashion and lifestyle trends. The Bengaluru-based company has acquired a majority stake in infotainment platform Pinkvilla, aiming to benefit from its robust reach in the entertainment (primarily Bollywood) world.

"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 enhances its appeal to this audience," Flipkart said on Monday.

Pinkvilla, founded by Nandini Shenoy in 2007, is a digital platform, publishing news and content on movies, celebrities and lifestyle trends. With this deal, Flipkart is adopting a content-to-commerce model long embraced by its rivals.

Myntra, the fashion retailer of Flipkart Group, introduced short-video platform Myntra Minis in 2023 and Glamstream earlier this year, bringing over 500 hours of content and over 4,000 creator-led streams to drive sales.