Flick TV’s Gamble, Meesho's NCLT Approval, and Startups Call For Help

Last week, Bengaluru-based Flick TV raised $2.3 million in seed funding from Stellaris Venture Partners. It's a strong indicator that Indian investors are now interested in micro-dramas. These are short, vertical videos, usually 90 seconds long, telling emotional or dramatic stories in a few swipes. It's entertainment for Tik-Tok generation.

Flick TV isn’t alone. One of the earliest players, Reelies, jumped in last year and already claims 18,000 paying users. They’re targeting two million paid subscribers by the end of this year. That's aiming high, and it clearly shows a lot of interest. Another platform, Kuku TV, started with kids' content but has now expanded into short-form drama. Big companies are also interested - for example, Zee created its own short-video app called Bullet. MX Player and DailyHunt have tried out formats like short videos and quick news. Amazon itself once tried 15-minute episodes tailored for India, but those didn’t gain much traction. In hindsight, 15 minutes was probably too long. The sweet spot seems to be around 1-2 minutes. That's quick enough for a short break, but still long enough to make you feel something.

But while the format seems exciting, the road ahead won’t be easy.

The biggest challenge? Getting users to pay. Flick TV is exploring micropayments per episode and will likely introduce subscriptions later. But it also means each episode needs to deliver strong emotional payoff. In this format, there is no time for slow build-ups. Get their attention in the first five seconds, and then make sure the next 90 seconds are valuable enough for them to pay for it.

Their AI-backed production system could help. Flick TV is using generative AI to speed up script writing, scene planning, and even visuals. That might reduce costs and improve consistency. But we don't know yet, if AI is enough to build emotional connection. To truly connect, writing needs a human touch and AI writing we have seen lacks that. Viewers will only return if they feel something strong, like being touched, amazed, or happy.

Also, let's not forget the infrastructure piece. Most of these apps rely heavily on mobile internet performance, regional content quality, and frictionless payment systems. If the payment journey is clunky or the videos don’t buffer fast, it could turn users away. Platforms like Flick TV must get all of that right, especially when competing with free content on Instagram Reels, YouTube Shorts, and TikTok (via VPNs or proxies).

And then there’s differentiation. When everyone is making short, phone-friendly shows, how can you be different? Using unique language is one way. Flick TV’s focus on regional storytelling seems a smart move. Another is genre: perhaps thrillers that end with a twist, or romance stories told in reverse. Even interactivity could help. Think of a mini-series where viewers get to choose how a story ends.

From an outsider’s perspective, this feels like India’s short-form video moment. Similar to China, which saw a micro-drama boom with apps like ReelShort and Hong Kong-based Dyno Studios, India’s market is also ripe. Data is cheap, attention spans are shrinking, and people increasingly want to watch local shows and movies on their phones.

In this race, we think success won't come from making lots of videos, but from making people want to watch every day. This is where good stories, easy habits, and simple payments all come together.

So what do Flick TV and others in this market need to do to be successful? They should strongly promote regional content such as folklore, family dramas, and local comedies, because relying solely on Hindi won't attract 10 million users. It's also important to design episodes that end on mini-cliffhangers or emotional hooks to keep viewers watching more. Payments should be seamless, perhaps through small UPI unlocks, a daily free episode for non-subscribers, or discounted packages. Lastly, they should partner with storytellers, not just influencers, who understand how to engage the short-video audience.

This is a space where we need both excellent product development and a design that connects emotionally with users. India is well-suited to creating a global product here, thanks to our diverse languages, storytelling tradition, and mobile-first habits. The question is: who will get there first? Flick TV just made a big move, and now the real competition starts.

Let’s go through what else is happening in Indian startup world - Grab your simmering cup of StartupChai.in and unwind with our hand-brewed memes.

“Humari Bhi Haan Hai”: NCLT Approves Meesho’s Reverse Flip To India

Meesho just got the green light from NCLT to shift its HQ back to India from the US - marking a major milestone ahead of its IPO.

The “reverse flip” lets Meesho cut ties with its Delaware entity and merge fully with its Indian arm, though it comes with a $288 million tax bill. With most of its operations already in India, this move brings the corporate address closer to home.

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“Tum Mein Kuch Kar Dikhane Ka Jazba Hai”: HDFC Securities Initiates Coverage On Ather With ‘Buy’ Rating

HDFC Securities just gave EV maker Ather a thumbs-up with a fresh ‘Buy’ rating and a target price of ₹409 - about 30% above its last close.

Investors liked the buzz, sending Ather’s stock up 2.32% intraday. Looks like the brokerage sees some serious spark in Ather’s EV ride.

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“Thodi Madad Kar Do Sahab”: Startups Call For Protecting Domestic Innovation

Startups are urging lawmakers to tread carefully with the Digital Competition Bill, worried that strict preventive rules might choke homegrown innovation. They’ve asked for higher thresholds so smaller players aren’t caught in the regulatory net meant for tech giants.

The bill, modeled on the EU’s framework, is meant to curb Big Tech’s dominance - but Indian startups want to make sure it doesn’t clip their wings too.

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“Ek Baar Luck Aazma”: InCred Money Forays Into Retail Broking With Stocko Acquisition

InCred Money is diving into the world of retail broking with its latest move - snapping up Delhi-based Stocko.

Once rebranded as InCred Stocko, the platform will offer equities and derivatives trading, pending regulatory nods. It’s all part of InCred’s grand plan to stitch together a full-stack financial ecosystem - from lending to wealth and now retail investing.

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“Khoob Bhalo, Dudanto”: Meta Appoints Arun Srinivas As India Head

Meta has tapped marketing veteran Arun Srinivas as its new India head, with the role kicking off from July 1, 2025.

An IIM Calcutta alum, Srinivas brings deep industry chops to steer Meta’s next chapter in one of its biggest markets.

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1. Protein snack startup Nuvie has raised $450,000 in pre-seed funding led by PedalStart, with backing from angels like Mukesh Bansal and Ayyappan R. The funds will fuel product innovation, brand storytelling, and a bigger market bite.
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2. London-based fintech Aspora has raised $53 million in a Series B round co-led by Sequoia and Greylock to expand its NRI-focused services across the US, Canada, Australia, and Singapore. The move strengthens its mission to simplify banking for the global Indian diaspora.
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