In a strategic move to supercharge its technological arsenal, Indian e-commerce giant Flipkart has announced its decision to acquire a majority stake in the artificial intelligence firm Minivet AI. This acquisition, confirmed on December 19, 2025, is squarely aimed at bolstering Flipkart's generative AI (GenAI) capabilities, specifically in the realm of video content creation for online shopping.
Strategic Focus on Generative Video
The core expertise of Minivet AI lies in harnessing generative AI to transform static, image-based product catalogues into rich and engaging video content. This technology allows for the automated, large-scale creation of video demonstrations, showcases, and advertisements. For a platform like Flipkart, which hosts millions of product listings, manually creating high-quality video content for each item is impractical. Minivet AI's solution promises to solve this at scale, making product pages more dynamic and informative for shoppers.
Flipkart stated that this integration will enable sellers on its platform to easily convert their existing product photos and descriptions into compelling video formats. This is expected to significantly enhance the customer experience, providing a better sense of the product's look, feel, and functionality than static images alone can offer.
Driving the Next Wave of E-commerce Engagement
The acquisition underscores the intensifying focus on advanced AI within India's competitive digital marketplace. Video content has repeatedly proven to drive higher engagement and conversion rates compared to static imagery. By investing in proprietary GenAI video technology, Flipkart aims to create a more immersive shopping environment, potentially increasing customer dwell time and reducing return rates by setting clearer expectations.
This move is not just about keeping pace with global trends but also about catering to the unique preferences of the Indian consumer base, which is increasingly consuming content in video format. The deal positions Flipkart to offer a distinct technological advantage to its vast network of sellers, from large brands to small-scale entrepreneurs.
Implications for the Market and Future Roadmap
The financial details of the majority stake acquisition were not disclosed. However, the strategic intent is clear: to deeply integrate Minivet AI's specialized capabilities into Flipkart's seller and advertising ecosystems. This development is likely to accelerate the adoption of AI-driven tools among Indian online retailers and could set a new standard for product presentation in the industry.
Analysts see this as a forward-looking investment to future-proof Flipkart's platform. As generative AI technology evolves rapidly, having in-house expertise and technology for video generation could become a critical differentiator. The announcement, made via a press statement, signals Flipkart's commitment to leading innovation in e-commerce technology within the Indian market and beyond.
