As ecommerce embraces intelligent content and discovery, Flipkart bets on AI startup Minivet to enhance video commerce and accelerate GenAI innovation.
Flipkart Bets Big on Generative AI
Flipkart has announced the acquisition of a majority stake in Minivet AI, a GenAI startup focused on transforming static ecommerce catalogs into dynamic video content.
- While the deal size remains undisclosed, the acquisition is positioned as a strategic move to build core GenAI capabilities within Flipkart’s tech stack.
- This marks another milestone in the company’s ongoing push to leverage AI for visual discovery, conversational shopping, and personalized experiences.
What Minivet AI Brings to the Table
Founded in 2024 by Aditya Rachakonda, Minivet AI offers an AI platform that enables:
- Auto-generation of product videos from text/image-based catalogs
- Enhanced visual merchandising and customer engagement
- A broader AI-as-a-service suite tailored for online retail platforms
With ecommerce platforms increasingly turning to video-first content strategies, Minivet is positioning itself as a full-stack AI enabler for the next phase of digital shopping.
Strengthening Flipkart’s AI Arsenal
This acquisition comes on the back of Flipkart’s broader AI initiatives:
- At Flipkart Tech Day 2025, the company showcased AI tools used in customer care, product discovery, and inventory management
- Flipkart also recently acquired Pinkvilla India, a youth-oriented digital media platform, to enhance Gen Z appeal
- The addition of Minivet will likely deepen Flipkart’s AI-driven capabilities across search, recommendations, and content personalization
The timing aligns with Flipkart’s prep for its anticipated IPO and its larger vision to remain technologically competitive with rivals like Amazon, which recently supported Indian-origin GenAI startups via its AWS GAIA accelerator.
A Broader Context: Ecommerce Embraces AI
The Minivet acquisition signals a broader shift in ecommerce where:
- Static images are giving way to video-based experiences
- Conversational and visual search are becoming central to discovery
- AI is being used to automate everything from catalog enrichment to customer engagement
As consumer attention spans shrink and video becomes the default language of commerce, generative AI is now a necessity, not an edge.
Financial and Operational Momentum
Flipkart’s financials suggest the company is on solid footing ahead of its IPO:
- FY25 revenue of â‚ą20,493 Cr, up 14.4% YoY
- Net loss narrowed by 37% to â‚ą1,494 Cr
- Ongoing efforts to scale Flipkart Minutes, its quick commerce arm, with 500 dark stores currently operational and plans to double this by March 2026
In parallel, Flipkart recently received in-principle NCLT approval to redomicile from Singapore to India, a key step before going public.
Flipkart has acquired a majority stake in GenAI startup Minivet AI to enhance its capabilities in AI-generated video content and intelligent ecommerce experiences. The move aligns with Flipkart’s push toward visual, conversational, and AI-driven retail as it gears up for its IPO.
