In a significant move to redefine online shopping, Indian e-commerce giant Flipkart has announced its decision to acquire a majority stake in the artificial intelligence startup Minivet AI. This strategic investment is centered on leveraging generative video technology to revolutionize how products are presented online.
Strategic Acquisition to Boost Video Commerce
The core focus of Minivet AI is on developing generative video solutions tailored for e-commerce. The startup's technology specializes in converting static images and text from product catalogues into dynamic, engaging video content. This process can be executed at scale, allowing for the automated creation of rich media for thousands of products.
Flipkart's move signals a major push towards video commerce, a growing trend where video drives higher customer engagement and conversion rates compared to traditional images. By integrating Minivet AI's capabilities, Flipkart aims to transform its vast product listings into an interactive video-first shopping experience.
Details and Announcement Timeline
The announcement was made public on 19 December 2025. The news was reported by Uma Kannan and was last updated on the same day at 11:17 AM IST. While the financial specifics of the majority stake acquisition were not disclosed, the strategic intent is clear: to harness AI for superior content creation.
This acquisition places Flipkart at the forefront of adopting cutting-edge generative AI in the competitive Indian e-commerce landscape. The technology addresses a key challenge—the high cost and effort of manually creating professional product videos—by automating it through artificial intelligence.
Implications for the Future of E-commerce
The implications of this deal are far-reaching for sellers and customers alike.
- For Sellers: It promises an efficient, scalable way to create high-quality marketing content, potentially leveling the playing field for small and medium-sized businesses.
- For Customers: It leads to a more immersive and informative shopping journey, helping make better purchase decisions through engaging video demonstrations.
- For the Market: It intensifies the technology arms race in Indian e-commerce, pushing competitors to innovate similarly in AI-driven content and personalization.
By securing a majority stake in Minivet AI, Flipkart is not just investing in a company; it is investing in the future infrastructure of online retail. This move underscores the increasing convergence of artificial intelligence and commerce, setting a new standard for how products will be discovered and sold online in India and beyond.
