Flipkart acquires majority stake in Pinkvilla to enhance engagement with Gen Z, millennial audiences

Walmart-owned e-commerce company Flipkart, which competes with Amazon India, has acquired a majority stake in digital infotainment platform Pinkvilla India as part of its strategy to strengthen content-driven engagement with Gen Z and millennial audiences.

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The deal will allow Flipkart to leverage Pinkvilla’s established brand, capabilities and loyal user base to expand its content footprint. The company said movies and celebrity culture play a significant role in shaping trends and influencing consumption habits, particularly among Gen Z audience.

The deal also offers Flipkart an opportunity to gain trend insights and create content for commerce opportunities, further consolidating its position in the Indian market.

Ravi Iyer, Senior Vice President, Corporate, Flipkart, said, “Our acquisition of a majority stake in Pinkvilla is a critical step in our mission to deepen our engagement with Gen Z. 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.”

Nandini Shenoy, Founder and CEO of Pinkvilla, said, “The investment by Flipkart is a testament to the strong platform and content we have built. 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.”