TukTuki a first homegrown vertical format-only micro-drama mobile entertainment apps was recently launched, offering bite-sized, family-friendly drama series designed for viewers across the country.
TukTuki positins itself as being is more than just an app. It’s a celebration of India’s cultural diversity and storytelling spirit. The goal is to bring authentic, relatable, and wholesome entertainment to viewers in every corner of the nation
Short-form video films are witnessing explosive growth in India, driven by mobile-first viewing habits and a rising demand for quick, relatable storytelling. With shrinking attention spans and audiences craving authentic, shareable content, short videos have emerged as a powerful medium of cultural expression.
Medianews4u.com caught up with Anshita Kulshreshtha Founder TukTuki Entertainment
Q. What is the potential for micro-dramas in the country? What is TukTuki’s gameplan to leverage the opportunity?
The potential for micro-dramas in India is immense. We are already witnessing a massive appetite for short-form video content across platforms. Micro-dramas introduce a compelling story element into this existing habit, offering quick, engaging, and highly addictive storytelling experiences.
At TukTuki, our vision is to build India’s one of the first dedicated platform for bite-sized dramas. We are crafting content that feels like mini-movies, designed to be consumed in everyday moments, whether you’re waiting for a bus or taking a tea break. It’s entertainment that fits seamlessly into the rhythm of daily life.
Q. What is TukTuki’s business model?
TukTuki operates on a dual revenue model advertising and subscription. Our goal is to make quality entertainment accessible to everyone. For users who prefer a free experience, we offer full access to our content supported by ads. At the same time, those seeking an uninterrupted viewing experience can opt for our subscription plan, which comes at a nominal fee. [DK1]
Q. What is the investment being made and what goals have been set in terms of revenue, consumption, profitability etc?
We have committed an initial investment of approximately Rs. 100 crore into TukTuki. The early response has been overwhelmingly positive, which gives us strong confidence in achieving our key milestones swiftly, particularly by the second year of operations.
Our goals are defined: to produce relatable and engaging content, scale rapidly across geographies, and drive nationwide adoption. [DK2]
Q. Could you talk about the genres that will be focused on and the release strategy?
At TukTuki, we are intentionally keeping our genre strategy broad and inclusive. From comedy and romance to thrillers and horror, we want every mood and emotion to find its place on the platform. The idea is simple: whenever a user opens the app, there should always be something that resonates with how they’re feeling in that moment. Our release strategy is designed to keep the experience dynamic and fresh.
Q. Who are the TG and key markets that TukTuki will target? According to data analytics, is the whitespace the whole country or certain markets?
Our target audience spans the entire country—from metro cities to tier-2 and tier-3 towns. The consumption of short-form video content is already widespread across demographics and geographies, and TukTuki is being designed to tap into that universal behaviour.
We are building a platform that is family-friendly and culturally relatable, ensuring it resonates with a broad spectrum of users without alienating any segment.
According to our data insights, the whitespace isn’t confined to specific regions, it’s truly nationwide. That’s the scale of the opportunity, and it’s also the scale of our ambition. TukTuki is positioned to be a pan-India platform, catering to diverse tastes while maintaining a consistent and inclusive entertainment experience.
Q. Will we see production houses and talent emerge in the country that specialize in this format?
We envision TukTuki as the platform that actively nurtures this evolution. Just as television gave rise to its own stars and creators, micro-dramas will cultivate a new generation of talent uniquely suited to this format.
We are committed to giving fresh faces, newcomers, and strugglers a real opportunity to shine. TukTuki is more than just an entertainment platform; it’s an ecosystem where emerging actors, writers, and creators can build meaningful careers and find their audience.
Q. What trends are being seen in terms of short videos being a medium of cultural expression?
Short videos have already evolved into a powerful language of cultural expression. Whether it’s celebrating festivals, addressing social issues, or simply capturing everyday humor, these moments often find their first and most vibrant expression through short-form content.
Micro-dramas take this a step further. Unlike fleeting 10-second clips, they offer structured storytelling, something deeply rooted in India’s cultural fabric. Stories have always been our most resonant form of expression, and micro-dramas are simply the next evolution of that tradition in a digital-first world.
Q. How is TukTuki leveraging AI to make an impact?
We are integrating AI to enhance both user experience and operational efficiency. One of the key areas is personalization, AI will enable smarter content curation, so viewers receive recommendations that align with their individual tastes, whether they enjoy thrillers, family dramas, or comedy. This eliminates the need for endless scrolling and makes discovery seamless.
Beyond personalisation, AI will also play a critical role in optimizing production workflows and improving user engagement. From data-driven content decisions to performance analytics, AI will help us make the platform more intelligent, responsive, and engaging. It’s a strategic investment in making TukTuki not just entertaining, but intuitive and future-ready.
Q. In China, the micro-drama industry is now worth billions of dollars. Will India follow China in value growth?
Yes, we strongly believe India is poised to follow a similar trajectory. We are at a comparable inflection point, marked by a massive mobile-first audience, rapidly declining data costs, and an ever-growing appetite for relatable storytelling. The conditions that enabled China to scale micro-dramas into a billion-dollar industry are very much present here.
If China could unlock that kind of value, there’s absolutely no reason India can’t. The market fundamentals are aligned, and with platforms like TukTuki leading the way, we’re confident that India will emerge as a major player in this space.
Q. Is declining attention span going to be the key reason for micro-dramas growing in the country?
Yes, it is more as a shift in lifestyle rather than simply a decline in attention span. Today’s audiences are constantly multitasking, always on the move, and managing packed schedules. While they may not have 40 minutes to commit to a full-length show, they do have two minutes in between tasks or during short breaks.
That’s exactly where TukTuki fits in—offering snackable stories that deliver the emotional satisfaction of a drama without demanding a significant time investment. It’s entertainment designed for the pace of modern life.
