Flipkart has confirmed that it is acquiring a majority stake in Pinkvilla Media Private Limited, the popular digital infotainment platform best known for its coverage of Bollywood, celebrities, and lifestyle.
The e-commerce giant did not disclose the financial details officially, but people familiar with the deal suggest that Flipkart has picked up more than 75 percent stake in Pinkvilla, valuing the company at around $15 million.
This acquisition is part of Flipkart’s strategy to expand its presence beyond e-commerce by investing in content-led platforms. With Gen Z and millennials driving online engagement and consumption trends, Pinkvilla’s established brand and loyal audience base give Flipkart an edge in building stronger connections with young users.
Ravi Iyer, Senior Vice President, Corporate at 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.”
Pinkvilla founder and CEO Nandini Shenoy welcomed the move, calling it a strong validation of the platform’s journey. “With Flipkart’s support, we will be able to scale our operations and continue to deliver high-quality content that resonates with millions of users,” she said.
The transaction has been finalized and is expected to close soon, subject to customary approvals.
