Flipkart has announced the acquisition of a majority stake in Pinkvilla India, a digital infotainment platform known for its coverage of movies, celebrities, and lifestyle.
The acquisition has formed part of Flipkart’s broader strategy to expand its content portfolio and enhance engagement with younger audiences. By leveraging Pinkvilla’s established brand and loyal user base, Flipkart has aimed to strengthen its appeal among Gen Z and millennial consumers.
The development has offered Flipkart an opportunity to gain trend insights and build commerce opportunities around content, reinforcing its position in India’s digital commerce landscape. The transaction has been finalized and is subject to customary closing conditions, with closure expected shortly.
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, added, “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.”
