Double Tap Films, the in-house production studio of Pratilipi, has entered into a content partnership with Flipkart to bring 30 of its vertical-format microdrama titles to the e-commerce platform.
Under the initial 12-month agreement, the content will be available to Flipkart users in India. The two companies have also entered into a non-binding arrangement to expand the number of titles during the partnership based on viewership and engagement data.
“This is a genuinely two-sided win. Flipkart gives our stories access to audiences who may never have opened a video-first app to find them, while our catalogue gives Flipkart a reason for users to come back between purchases. Reacquisition is one of the hardest problems in e-commerce, and a story a viewer wants to finish is one of the most reliable ways to solve it. That is the trade at the heart of this deal, their reach for our engagement,” said Sharlton Menezes, Vice President, IP and Strategic Partnerships, Double Tap Films and Pratilipi.
The partnership marks Double Tap Films’ first distribution tie-up with an e-commerce platform and forms part of the studio’s broader multi-platform distribution strategy.
The studio has been expanding its international presence as well as its domestic catalogue partnerships. In May 2026, Double Tap Films entered into a licensing partnership with TikTok, taking its catalogue of 150 original microdrama titles to audiences across the US, Canada, Brazil and Japan.
On the domestic front, the studio recently partnered with Mohalla Tech, the parent company of ShareChat, Moj and QuickTV, to adapt more than 75 Pratilipi stories into microdramas. Double Tap Films also produced THE MISFITS, its first branded original series, exclusively for ShareChat and Moj.
With the Flipkart partnership, Double Tap Films is extending its reach beyond traditional video-first platforms, while Flipkart gains access to short-form, episodic entertainment aimed at driving engagement and repeat visits to its platform.
