E-commerce company Flipkart secures a majority share in Pinkvilla India Private Limited, a top digital infotainment platform. The acquisition aligns with Flipkart’s plan to broaden its content presence and boost interaction with Gen Z and millennial consumers, utilizing Pinkvilla’s brand, expertise, and dedicated audience.

Ravi Iyer, senior vice-president, corporate, Flipkart says, “Our purchase of a controlling interest in Pinkvilla is an essential move in our goal to strengthen our connection with Gen Z. Pinkvilla’s strong content IPs and deep ties with its dedicated audience are valuable resources that will enhance our ability to utilize content as a primary factor for growth.”

Films and stars have a major impact on setting trends and affecting buying behaviors. With most Gen Z users engaging with content on these topics, acquiring a top infotainment platform aligns perfectly as Flipkart aims to boost its attractiveness to this demographic. The agreement also provides Flipkart a chance to acquire trend insights and generate content for commerce prospects, bolstering its standing in the Indian market.

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“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,” says Nandini Shenoy, founder and chief executive officer of Pinkvilla.

The deal has been completed and is contingent upon standard closing conditions. The firms anticipate finalizing the agreement soon.

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With Flipkart's growth in e-commerce throughout the nation, it has completed numerous acquisitions over the past few years. These consist of the digital payment company PhonePe, the online clothing retailer Myntra, and eBay's Indian subsidiary. It further bolstered its wholesale footprint by acquiring Walmart India, which managed the Best Price cash-and-carry operation. Moreover, Flipkart purchased Scapic, a company specializing in augmented reality, to improve its shopping experience, along with Sastasundar Marketplace, which managed an online pharmacy and digital healthcare service.