MAM
Lifestyle and Flipkart Group enter into a strategic partnership in India
MUMBAI: Lifestyle, India’s leading fashion destination for the latest trends, today announced a strategic partnership with India’s leading eCommerce marketplace, Flipkart Group (Myntra, Jabong & Flipkart). The partnership between the leading fashion player and leading eCommerce marketplace will enable consumers to access the best in fashion, in a seamless manner across the country. This partnership will bring together the unmatched combination of the premium shopping experience of Myntra along with the reach of Flipkart Group, ensuring the right growth for Lifestyle’s wide fashion offering, from its successful portfolio of brands.
Consumers today are seeking a unified shopping experience. As leaders in their categories, both Lifestyle and Flipkart Group bring unique capabilities including relevant customer insights, Flipkart’s vast reach and Myntra’s deep understanding of the fashion business. Through this partnership, Lifestyle will take its wide selection of product ranges including its fashion private label brands across womenswear, menswear, kidswear, footwear, handbags, fashion and accessories, to newer geographies, while helping serve the over 160 million consumer base of the Flipkart Group.
Having completed 20 successful years in the industry, Lifestyle currently has a network of 78 stores in India and is growing rapidly by adding one store every 45 days, aiming to have 100 stores within the next two years. Flipkart Group’s expertise in using innovation and technology to create best-in-class customer experiences combined with an unmatched reach has helped establish it as the partner of choice for Lifestyle. The move also complements Flipkart Group’s strategy to bring a wide range of branded offering in important segments like women’s ethnic wear, kidswear and men’s formal wear. This partnership between the two players aims to provide a seamless shopping experience to customers, while exploring the strategic collaborations on loyalty programs and exciting customer engagement activations.
Speaking about the partnership, Mr. Vasanth Kumar, Managing Director – Lifestyle International Pvt. Ltd. said, “This collaboration brings together Flipkart Group’s extensive reach and Lifestyle’s high fashion offering, thereby enabling us to serve a larger number of fashion-conscious consumers, across the country. Our strong private label offering with a wide variety of styles and trends across categories of apparel, footwear and fashion accessories distinguishes us from the rest in the market. United by a common goal of providing customers with a unique & memorable shopping experience, we are confident this partnership will help to further expand our brands’ reach, catalyzing a sharper growth trajectory for these brands.”
Speaking about the strategic partnership, Rishi Vasudev, Senior Vice President and Group Head – Fashion (Flipkart, Myntra, Jabong) said, “At the Flipkart Group, we believe in collaborating with the best in the industry and this partnership with Lifestyle is a strategic move to enhance our customers’ shopping experience, by offering a seamless partnership between the country’s leading fashion retailer and India’s leading marketplace. With Myntra’s extremely engaging fashion-conscious customer and Flipkart’s pan-India reach, Lifestyle will be able to take their offerings to an even larger consumer base. Lifestyle’s wide range of brands across fashion categories which highly complement our platforms will enable growth for both players. This partnership further strengthens our position as the leading fashion destination in India and is a testament to our vision in bringing the best of fashion to millions of Indian consumers. We are very excited about this partnership”
Consumers will now be able to access the latest styles from Lifestyle on both Flipkart and Myntra.
Lifestyle’s private label brands are curated for addressing wardrobe needs of a wide consumer base, for every occasion. Melange, which is amongst the leading ethnicwear brands in the country, has been endorsed by leading celebrities in the past and currently by style icon, Taapsee Pannu. Melange offers contemporary ethnicwear and represents the style sensibilities of modern Indian women, whose fashion choices are eclectic and inspired by global trends. Ginger, a westernwear brand inspired by the young girl of today, caters to the wardrobe need for the bold, young and independent. While Forca, endorsed by Bollywood superstar Tiger Shroff, offers feature rich denim-wear at highly attractive price points.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
