iWorld
Hike eyes more funds in 2019
MUMBAI: Home-grown messaging app and India’s WhatsApp rival Hike has shut down its Total app which was launched in January 2018 as the company wants to just focus on keeping it simple for the masses, and will go back to the basics as a strategic move.
Now, according to an ET Telecom report, Hike is eyeing more funds in 2019 and will start experimenting with monetisation models from 2020. The app will now primarily focus on messaging and stickers and will withdraw from other services such as payments.
Since there is an interest on the consumer side in the country for short videos apps, the company is also expected to launch a separate app for content which may be on the same pages as video creating and sharing app Tiktok.
As reports go, Hike did a lot of experimenting in the last year and half and added stuff at the cost of something else. As in the world of internet, things are very dynamic and products evolve quickly and in many cases, these products evolve away from the core. Therefore, Hike has decided to focus on its core which is to be ‘social’.
So far, Hike has raised $261 million from investors, which includes Chinese multinational investment holding conglomerate Tencent Holdings Ltd, manufacturing company Foxconn Technology Group and the Bharti Group.
Since its last fundraiser which was in the fourth quarter of 2016, it raised $175 million by led by Tencent and Foxconn at the valuation of $1.4 billion. Most of the funds from the last fundraiser remain available in hands of the company but in late 2019 or 2020, it will look to raise more funds.
Like the last time where the company went on to explore in multiple directions and lost focus on its essential and core in order to evolve the product is something it will avoid doing with the raised funds in future.
The idea here is to “focus on to simplifying the applications”, Hike will focus on stickers and voice and with that it will continue to work on privacy as a feature through its encryption technology in India.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
