Bengaluru, Sept. 2 -- Walmart-backed e-commerce firm Flipkart is chasing millennials and tech-savvy Gen Z shoppers influenced by Bollywood fashion and lifestyle trends.

The Bengaluru-based company has acquired a majority stake in infotainment platform Pinkvilla, aiming to benefit from its robust reach in the entertainment (mainly Bollywood) world. "Movies and celebrities play a significant role in shaping trends and influencing consumption habits, and with a majority of Gen Z users consuming content on these themes, the acquisition of a leading infotainment platform is a natural fit as Flipkart enhances its appeal to this audience," Flipkart said on Monday.

Pinkvilla, founded by Nandini Shenoy in 2007, is a digital platform that publish...