Pratilipi

Flipkart has introduced the format through a Play tab or microdrama tab in its main app, placing Pratilipi alongside Terribly Tiny Tales (TTT). These launches and pilots connect Pratilipi with short-form entertainment distributed within Flipkart’s ecommerce app. [1] source: Financial Express[2] source: The Hindu BusinessLine[3] source: The Hindu BusinessLine[4] source: Entrackr Flipkart’s microdrama initiative has been described as part of its content-to-commerce strategy, with goals of raising engagement, time spent, conversion and shopping discovery; the launch was also presented as a way to create potential advertising inventory. [1] source: Financial Express[2] source: The Hindu BusinessLine[5] source: ET Retail[3] source: The Hindu BusinessLine

On September 3, 2026, Flipkart’s Drama vertical in the app’s Play section was described as carrying content from Pratilipi-linked Double Tap Films and TTT. [5] source: ET Retail On September 11, 2026, Flipkart’s exclusive microdramas with Pratilipi and TTT were reported as available inside its shopping app. [1] source: Financial Express Earlier, on September 2, 2026, Flipkart was reported to be piloting a microdrama tab through its TTT and Pratilipi partnerships. [3] source: The Hindu BusinessLine