The Pratilipi-owned studio has brought 30 vertical-format titles to Flipkart under a 12-month India-only content partnership, expanding its distribution beyond video-first platforms.

Double Tap Films, the in-house production studio of Pratilipi, has entered into a content partnership with Flipkart to distribute 30 of its vertical-format microdrama titles on the e-commerce platform. The partnership, which has an initial term of 12 months, is limited to the Indian market. The two companies have also entered into a non-binding understanding to expand the catalogue during the partnership based on viewership 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 Flipkart partnership adds another layer to Double Tap Films’ India distribution strategy, which has increasingly focused on placing its microdrama catalogue across different digital platforms.The studio has also been expanding internationally. In May 2026, it entered into a licensing partnership with TikTok, taking 150 original microdrama titles to audiences across the US, Canada, Brazil and Japan.On the domestic front, Double Tap Films recently partnered with Mohalla Tech, the parent company of ShareChat, Moj and QuickTV, to adapt more than 75 Pratilipi stories into microdramas. The studio also produced THE MISFITS, its first branded original series, exclusively for ShareChat and Moj.

With Flipkart, the studio is extending its catalogue to an e-commerce audience for the first time, while continuing to build its international distribution through TikTok.The move reflects Double Tap Films’ broader strategy of taking short-form, vertical storytelling beyond dedicated entertainment platforms and into platforms with established, high-frequency digital audiences.