Salone Sehgal speaks to ET Now on Startup Central
- Lumikai
- Jun 20, 2025
- 1 min read
Updated: Jun 27, 2025
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.
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Fascinating breakdown of India’s micro-drama boom—short production cycles and tight economics really make this segment a unique challenge, and innovations like yourpcb could even streamline the tech side of fast-paced content creation for creators.