Flipkart has acquired a majority stake in Minivet AI, an artificial intelligence startup specialising in e-commerce video generation, as India’s largest homegrown online marketplace accelerates its push toward generative AI–led shopping experiences.
At the same time, e-commerce platforms across the industry are rapidly adapting to changing consumer behaviour that increasingly favours visual, conversational, and AI-assisted product discovery. Although the companies did not disclose the financial details, the transaction remains subject to customary closing conditions.
Founded in 2024, Minivet AI develops technology that transforms static product catalogues into short-form videos, a capability that has become increasingly vital as online retail draws inspiration from social media platforms such as Instagram and YouTube. According to the company, its platform uses advanced model orchestration and performance optimisation to deliver video content at significantly lower costs than traditional production processes.
In parallel, Minivet continues to build AI-driven features such as semantic search and conversational interfaces to enhance how shoppers discover, explore, and engage with products. Ultimately, the company aims to support the transition toward visual-first and AI-powered commerce, where browsing mirrors social media-style feeds rather than text-heavy listings.
Meanwhile, Flipkart stated that the acquisition will allow it to embed core generative AI capabilities directly into its platform, including catalogue videofication, semantic search, and conversational shopping tools. Consequently, these enhancements will drive stronger customer engagement and higher conversion rates as e-commerce becomes more immersive and interactive.
Commenting on the deal, Ravi Iyer, Senior Vice President for Corporate Development at Flipkart, said, “Acquiring Minivet AI is a strategic investment that strengthens Flipkart’s core GenAI capabilities,” while adding that visual-first commerce is emerging as a defining trend for the industry.
For Minivet AI, the transaction opens the door to deploying its technology at scale across one of India’s largest digital commerce ecosystems. Founder Aditya Rachakonda noted that the partnership will accelerate the rollout of generative video and conversational search capabilities to millions of users.
Notably, 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 ecosystem and deepen engagement with younger consumers, particularly Gen Z and millennials. As with the Minivet transaction, the companies did not disclose financial terms, and the deal remains subject to customary closing conditions.
