Flipkart acquires majority stake in Pinkvilla

Homegrown e-commerce marketplace Flipkart has acquired a majority stake in Pinkvilla India, a digital infotainment platform. 

The deal is part of Flipkart’s strategy to expand its content footprint and deepen engagement with Gen Z and millennial consumers. With this acquisition, Flipkart aims to gain insights into emerging trends and use content to create new commerce opportunities.

Ravi Iyer, Senior VP at Flipkart, said the move will help the company strengthen its connection with Gen Z. He added that Pinkvilla’s content IPs and strong audience base will ramp up Flipkart’s efforts to use content as a driver of growth.

Founded by Nandini Shenoy, Pinkvilla has become an infotainment platform with millions of users. With Flipkart’s support, Pinkvilla aims to scale operations further and strengthen its position as a leader in the digital entertainment space.

“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,” said Ravi Iyer, Senior Vice President, Corporate, Flipkart. 

Flipkart’s group companies include Myntra, Flipkart Wholesale, Cleartrip, and super.money. The company continues to expand beyond commerce into new areas, including content-led engagement.

In July this year, Flipkart had announced a fresh ESOP (Employee Stock Option Plan) liquidity opportunity for its employees.