Overview

• Flipkart said it bought a majority stake in digital infotainment platform Pinkvilla for an undisclosed amount.
• The company frames the deal as a way to expand its content footprint, gain real-time trend insights, and deepen engagement with Gen Z and millennial users.
• The transaction has been finalised but remains subject to customary closing conditions, with both sides expecting to close soon.
• Pinkvilla is expected to keep its brand identity while integrating with Flipkart’s offerings to enable content-led commerce.
• The move aligns with broader e-commerce pushes into owned media, with examples including Myntra’s Glamstream, Nykaa’s content network, and Amazon’s Prime ecosystem.