Flipkart forays into original video content to take on Amazon Prime, Netflix

Flipkart on Tuesday announced its foray into original video content with the launch of Flipkart Video Originals, taking the competition in the video-streaming space a notch higher. Integrated within the Flipkart video platform, which was launched in August this year, Flipkart Video Originals will be curated exclusively for the Flipkart platform, the firm said.

The strategy behind Flipkart’s content play is to on-board new customers who are not necessarily new to the internet, but are new to e-commerce. While the first original series, Backbenchers, hosted by Farah Khan will go live later this month, the firm said. In the coming months, Flipkart will work with renowned industry talent and production houses such as Studio Next, Frames and Sikhya Productions, to “bring forth first-of-its-kind content across genres and languages.”