India, Sept. 3 -- Flipkart Enters The Microdrama Fray

India's microdrama war has a new challenger. Flipkart is diving into the entertainment industry with short-form scripted shows and microdramas. Already experimenting with food delivery and ticketing, can entertainment become the ecommerce giant's next growth engine?

Flipkart's Latest Tryst: The ecommerce giant is testing a dedicated microdrama feed within its main app rather than building a standalone platform. It also plans to partner with Terribly Tiny Tales, Pratilipi and others to produce microdramas exclusively for its platform. Flipkart is also expected to source content from its digital media arm, Pinkvilla.

To lead its content push, Flipkart has roped in ex-JioStar executive...