Flipkart picks up majority stake in AI startup Minivet
Flipkart buys into generative video as India’s ecommerce battle shifts from search boxes to AI-led discovery. Founded in 2024, Minivet AI builds tools that convert static product catalogs into short, video formats.
Flipkart has acquired a majority stake in Minivet AI, an artificial-intelligence startup focused on generating video content for ecommerce, as India’s largest homegrown online marketplace sharpens its push into generative AI–driven shopping experiences.
Ecommerce platforms are racing to adapt to a shift in consumer behavior toward visual, conversational and AI-assisted product discovery. Financial terms of the transaction were not disclosed. The acquisition is subject to customary closing conditions.
Founded in 2024, Minivet AI builds tools that convert static product catalogs into short, video formats, a capability increasingly seen as critical as online retail borrows cues from social media platforms such as Instagram and YouTube. The company says its technology relies on model orchestration and performance optimization to deliver video output at significantly lower costs than traditional production methods.
Minivet is developing AI capabilities such as search and conversational interfaces, aimed at improving how shoppers discover and interact with products. The broader goal is to support the shift toward visual-first and AI-led commerce, where browsing resembles social media feeds rather than text-heavy catalogs.
Flipkart said the acquisition will help embed core generative AI capabilities directly into the platform, including catalog “videofication,” semantic search and conversational interfaces. These tools are expected to improve customer engagement and conversion rates as online shopping becomes more immersive and interactive.
“Acquiring Minivet AI is a strategic investment that strengthens Flipkart’s core GenAI capabilities,” said Ravi Iyer, senior vice president for corporate development at Flipkart, adding that visual-first commerce is becoming a defining industry trend.
For Minivet AI, the deal provides a path to deploy its technology at scale on one of India’s largest digital commerce platforms. Founder Aditya Rachakonda said the partnership would accelerate the rollout of generative video and conversational search features to millions of users.
In September Flipkart acquired a majority stake in Pinkvilla India, a Mumbai-based digital content platform, as part of a broader strategy to expand its content footprint and deepen engagement with younger consumers, particularly Gen Z and millennial audiences. The companies did not disclose the financial terms of the transaction, which remains subject to customary closing conditions.
Edited by Megha Reddy