Salone Sehgal speaks to ET Now on Startup Central

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.