Flipkart has acquired a majority stake in Minivet AI, a generative artificial intelligence startup focused on visual and video content creation for ecommerce platforms. The financial terms of the transaction were not disclosed by the company.
About Minivet AI
Founded in 2024, Minivet AI develops generative AI solutions that transform static product catalogues into visual and video-based content. The startup’s technology is designed to help ecommerce platforms create rich product assets at scale, addressing a key challenge in online retail where sellers often rely on limited or inconsistent visuals.
Strategic Use of Technology
Flipkart said Minivet AI’s tools will be used to support product discovery and content creation on its marketplace. By enabling the automated generation of visual assets, the technology is expected to improve the quality, consistency, and speed of cataloguing across Flipkart’s large and diverse seller base.
AI Adoption in Ecommerce
The acquisition reflects a broader trend across the ecommerce sector, where platforms are increasingly deploying artificial intelligence to optimise cataloguing, merchandising, and customer-facing applications. AI-driven content creation is being adopted to manage scale, reduce manual effort, and enhance consumer experience in categories with high product churn.
Integration and Operational Details
Flipkart did not disclose details on the integration timeline or the operational structure of Minivet AI following the acquisition. It remains unclear whether the startup will continue to operate as an independent unit or be fully integrated into Flipkart’s internal technology teams.
Recent M&A Activity
The Minivet AI transaction follows Flipkart’s acquisition of a majority stake in digital entertainment and lifestyle platform Pinkvilla in September, also for an undisclosed amount. Together, the deals signal Flipkart’s continued focus on strengthening its content, discovery, and engagement capabilities alongside its core ecommerce operations.
As competition intensifies in Indian ecommerce, platforms are increasingly looking to proprietary technology and content-led differentiation to improve shopper experience and support sellers more efficiently.
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