Flipkart has acquired a majority stake in Pinkvilla India Private Limited as part of its strategy to expand its content portfolio and increase engagement with Gen Z and millennial users. The move is aimed at leveraging Pinkvilla's brand, content assets, and audience base to support content-led commerce.
According to Flipkart, the acquisition will help the company access trend insights and develop content tied to commerce opportunities, strengthening its presence in the Indian market.
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, said, “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.”
The transaction has been finalised, subject to customary closing conditions. Both companies expect to complete the process shortly.
