That is an opportunity that definitely exists. This need is currently addressed by our ‘Flipkart Ideas’ platform, which bridges the gap between content and commerce seamlessly. Launched in 2019, it has a feed of engaging content, across videos, images, GIFs, stories, polls and quizzes, along with tips and tutorials from top brands and influencers.

The Ideas feed is customised according to the user’s taste and interests, with a wide range of categories to choose from, including fashion, parenting, reading, food and nutrition, travel, arts and crafts, photography, and more. The curated selection of content makes shopping easier for customers and guides them through their purchases.

Having said that, with the evolving nature of our Flipkart Video content, we’re always evaluating refreshing formats to drive engagement on our platform. So when such an interaction makes a case for engaging entertainment, you will see us making a transition.