The service, called Flipkart Videos, will feature a “curated range of movies, shows and entertainment series” and will be free.
“We believe that our customers shouldn’t pay extra for premium content and hence our offering is different from anything else that is currently available,” Flipkart said in a statement.
Flipkart Videos will not have a separate platform, unlike other streaming services, but will serve content within the company’s mobile shopping app. Flipkart is hoping to turn viewers into shoppers.
“Most consumers’ first touch point with the internet is through online video content, and statistics suggest that video content and entertainment play a key role in bridging the gap for consumers to come online and experience e-commerce,” Flipkart said.
Bangalore-based Flipkart, which Walmart paid $16 billion for a year ago, is counting on the free video offering to help attract its “next 200 million consumers.”
Another move aimed at reaching more people is making Flipkart available in Hindi, India’s most common language and the “mother tongue” of roughly 530 million people, according to the latest census.
The feature will include an “audio visual guided navigation” that will walk Hindi-speaking users through the steps of shopping on its platform via voice inputs, the company said.
Flipkart has a narrow lead over Amazon at the top of India’s e-commerce market, according to recent estimates from research firm Forrester, with less than one percentage point separating the companies.
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