Flipkart acquires majority stake in content company Pinkvilla

MUMBAI: Flipkart has acquired a majority stake in digital infotainment platform Pinkvilla to tap into a wider set of Gen Z consumers who are influencing consumption patterns and shopping baskets of households.

The company did not disclose the deal specifics but said it will leverage Pinkvilla's reach to expand content footprint and enhance engagement with Gen Z and millennial audiences. The move will also allow Flipkart to get insights on trends, helping it tap into content for commerce opportunities.