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Salone Sehgal speaks to ET Now on Startup Central

  • Lumikai
  • Jun 20
  • 1 min read

Updated: Jun 27


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Salone Sehgal, Founder and Managing Partner at Lumikai, joined ET Now’s Startup Street to discuss the emergence of micro-dramas in India.

The conversation focused on format innovation, platform dynamics, and the key trade-offs shaping this segment, like content velocity, cost and monetization models.

Key findings from our thesis:

  • Viewers expect consistent output, often 1 new series every few weeks with 1–3 minute episodes

  • Production cycles are short but intensive, typically spanning 4–6 days for the shoot of every series

  • Platforms like Douyin and Kuaishou dominate thanks to distribution scale, not just content quality with heavy spends on user acquisition

  • Creative innovation and content is not enough, solid business economics are fundamental for sustainable growth

You can watch the discussion here.

28 Comments


Jessica Zamora
Jessica Zamora
6 days ago

Reading your post about Salone Sehgal on Lumikai and the way she frames innovation, format changes, and business models in streaming and content struck a chord with me. It brought back to mind a time when I was deep in the weeds of my dissertation, brimming with ideas but struggling with how to present them clearly. In that moment I chose to go with a dissertation editing service UK not to hand over the work, but to invite someone to walk alongside me, help me find connections, smooth transitions, and shape what felt scattered into something stronger and coherent.

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Apex Web Cube
Apex Web Cube
Oct 15

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