Flipkart, India’s leading e-commerce player, has announced the acquisition of a majority stake in Pinkvilla, the popular digital infotainment platform. Valued at approximately $15 million, Flipkart now controls over 75% of Pinkvilla, reinforcing its bid to strengthen engagement with Gen Z and millennial audiences.
Pinkvilla, founded in 2007, has grown into a powerhouse of celebrity-driven lifestyle content, boasting over 60 million users and a strong social media presence. Its focus on entertainment and trending stories aligns seamlessly with Flipkart’s vision to merge content and commerce.
“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,” said Ravi Iyer, Senior Vice President (Corporate), Flipkart.
Meanwhile, Nandini Shenoy, Founder & CEO of Pinkvilla, expressed optimism about the partnership. “With Flipkart’s support, we’re confident of scaling our operations and continuing to deliver high-quality content that resonates with millions,” she remarked.
This strategic move marks a significant step in Flipkart’s evolving playbook – blending entertainment with commerce. The platform now gains a cultural gateway into India’s entertainment ecosystem, positioning itself to convert trend-led content into sales opportunities in a socially connected, digital-first market.
