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India's micro-drama market booms as major media firms invest

digital · 2026-05-02

In India, the popularity of micro-dramas—short videos lasting under two minutes—is surging, with a current valuation of $300 million expected to soar to $4.5 billion by 2030, according to Lumikai. Neeta Bhojwani, 36, hailing from Udaipur, represents the audience on platforms such as Story TV. The format was pioneered in 2024 by start-ups Kuku and Reelies, drawing interest from major producers including Zee Entertainment and Balaji Telefilms. JioStar introduced Tadka in April, featuring over 100 shows. Yash Raj Films and Red Chillies are eyeing potential investments. Originating in China as Duanju, micro-dramas are valued at $3-4 billion. Kuku, supported by India Quotient, aims to produce 150 shows monthly, with a goal of reaching 1,000 using AI. Critics like Vicky Bahri emphasize the importance of quality over quantity.

Key facts

  • India's micro-drama market is worth $300 million, projected to reach $4.5 billion by 2030.
  • Micro-dramas are episodes under two minutes, designed for mobile viewing.
  • Neeta Bhojwani, a homemaker in Udaipur, watches micro-dramas on Story TV.
  • Start-ups Kuku and Reelies pioneered the format in India in 2024.
  • Zee Entertainment Enterprises and Balaji Telefilms have partnered with start-ups.
  • JioStar launched Tadka in April 2025 with over 100 shows.
  • Yash Raj Films and Red Chillies Entertainment are reportedly eyeing investments.
  • Micro-dramas originated in China via DramaBox and ReelShort, valued at $3-4 billion.
  • Kuku co-founder Lal Chand Bisu calls it the fourth video-content evolution wave.
  • Production budgets are 1-1.5 million rupees per 50-episode series.
  • Audiences discover content via Instagram and Facebook ads.
  • Kuku produces 150 shows monthly, aiming for 1,000 with AI.
  • Klip founder Vicky Bahri advocates for original content and higher budgets.
  • Sanket Vanzara of Don Vanzara Productions emphasizes quality over volume.

Entities

Institutions

  • Lumikai
  • Kuku
  • Reelies
  • Zee Entertainment Enterprises
  • Balaji Telefilms
  • JioStar
  • Tadka
  • Yash Raj Films
  • Red Chillies Entertainment
  • DramaBox
  • ReelShort
  • India Quotient
  • Klip
  • Don Vanzara Productions
  • BBC News India
  • Business Standard
  • Story TV

Locations

  • India
  • Udaipur
  • China
  • Singapore
  • Mumbai

Sources