India, Sept. 1 -- In an effort to expand its content offerings, ecommerce major Flipkart has acquired a majority stake in Pinkvilla India, a digital media platform for an undisclosed sum.

The move forms part of Flipkart's ongoing efforts to strengthen its appeal to younger audiences, especially Gen Z and millennials, by drawing on Pinkvilla's established presence and content expertise.

Flipkart said that by using Pinkvilla's brand and devoted audience, it plans to reinforce engagement with younger users, a demographic influenced strongly by trends in movies and celebrity culture.

The company sees movies and celebrity-driven infotainment as key drivers of trends and consumption, making Pinkvilla's platform a natural fit for its engageme...