Flipkart has picked up a majority stake in Pinkvilla India, the celebrity and lifestyle content platform that has built a loyal following among Gen Z audiences. The acquisition is part of the Walmart-owned e-commerce giant’s plan to deepen its connect with younger consumers by expanding beyond shopping into entertainment-led engagement.
The deal, confirmed on Monday, gives Flipkart direct access to Pinkvilla’s fast-growing digital audience, which is driven by film gossip, fashion, beauty, and celebrity culture. For Flipkart, which already counts over 500 million registered users, the move signals a sharper focus on content-led commerce at a time when rivals like Amazon and Reliance are also building media-first ecosystems to lock in customer attention.
“Entertainment has a huge influence on consumption choices, especially for Gen Z. This acquisition is a critical step in our mission to strengthen engagement with this demographic,” said Ravi Iyer, Senior Vice President, Corporate at Flipkart.
Founded in 2007 by Nandini Shenoy, Pinkvilla began as a Bollywood-focused portal and has since expanded into multiple verticals including fashion, beauty, television, Korean entertainment, and lifestyle. With millions of monthly visitors across its website and social channels, the platform has become a go-to destination for entertainment-driven content consumption.
Shenoy said the partnership with Flipkart will accelerate Pinkvilla’s growth plans and allow it to scale operations more aggressively. “This is an opportunity to broaden our reach and deepen our impact in a rapidly evolving digital ecosystem,” she said.
The deal is subject to customary closing conditions and is expected to be completed soon. Neither company disclosed financial terms.
The acquisition underscores Flipkart’s broader shift to build consumer stickiness through media, content, and entertainment — areas that increasingly influence shopping behavior among India’s young internet users.
