Walmart-backed Flipkart is set to launch its video streaming service, ‘Flipkart Videos.’

According to the company, its video content offering will be focused on three primary aspects: free, curated and personalised. The company believes that its customers should not pay extra for premium content and hence, its offering is different from anything else that is currently available.

The platform will be ad-supported and available free for users on Flipkart’s app. It will offer content such as a mix of short films, full-length movies and episodic series. Further, the company is in discussions with content providers to licence content for expanding its content library.

The company is currently planning to launch the platform in Hindi. However, it plans to add other vernacular languages like Tamil, Telugu and Bengali on the platform in the coming months.

The move has been undertaken to tap the growing number of users who are spending their time online consuming content across platforms. It also assumes significance in view of the upcoming festive season that accounts for a significant share of India’s e-commerce sector’s annual sales volumes.

Meanwhile, Flipkart is also introducing ‘Flipkart Ideas’ that aims to aid consumers’ shopping experience by showcasing content from over 30 brands and 400 influencers with associated products from Flipkart in all multimedia formats such as videos, GIFs, images, stories, quizzes and polls.