Salone Sehgal On The Economics Of Microdramas With ET NOW's Startup Central

Microdramas live and die by velocity. Audiences expect a new series every few weeks, told in episodes of one to three minutes, and each series is shot in an intense four to six days.

ET NOW's Startup Central sits down with Salone Sehgal, Founder and Managing Partner of Lumikai, to unpack the emergence of microdramas in India and the trade-offs shaping one of the fastest-moving formats on the country's digital platforms.

She looks at how format innovation and platform dynamics are evolving, and why content velocity, cost and monetisation models matter so much. Drawing on China, she explains how Douyin and Kuaishou came to dominate through distribution scale and heavy spending on user acquisition, and why solid business economics sit alongside creative innovation at the foundation of any sustainable microdrama platform.

If you're building, funding or commissioning microdramas, consider this your reality check.

Press play and binge responsibly.