Chennai: The newly established Maran Group has made its entry into the fast-growing short-form entertainment segment with the launch of KadhaiShorts, a mobile-first micro-drama platform focused on delivering vernacular stories through bite-sized episodic content.
Founded by Karan Dayanidhi Maran, son of former Union Minister Dayanidhi Maran, the platform is positioning itself to capitalise on the rising popularity of mobile-native entertainment formats that are gaining traction among younger audiences across India.
KadhaiShorts debuts with Tamil-language content and will offer a slate of “Kutti Series”—two-minute episodic dramas that reimagine the appeal of traditional television serials in a vertical, smartphone-friendly format. The platform has already commissioned more than 100 projects across six genres and plans to expand into Telugu, Kannada, Malayalam, Hindi and Bengali by the end of the current financial year.
To encourage adoption, KadhaiShorts has introduced a pay-per-series pricing model starting at ₹20, aiming to make premium short-form entertainment affordable while creating a direct revenue stream from consumers.
Betting on the Future of Mobile Entertainment
Karan Dayanidhi Maran, Vice Chairman of Maran Group and Founder of KadhaiShorts, said, “We see micro-drama not as a passing trend, but as the next major entertainment format built for mobile-only consumption. With KadhaiShorts, we are not entering this space to participate. We are entering it to lead.”
The launch comes as micro-drama formats witness rapid growth globally and begin to gain momentum in India. The category has attracted interest from both startups and established media companies, with Jio recently launching Tadka, its own platform dedicated to micro-drama content.
Industry observers view the segment as a natural evolution of short-form video consumption, combining storytelling with the convenience of mobile viewing.
Beyond Subscriptions: New Monetisation Models
In addition to revenue generated through user transactions, KadhaiShorts is exploring storytelling-led brand integration opportunities that move beyond conventional advertising formats.
According to the company, brands will be integrated into narrative environments in a manner that complements the storyline rather than interrupting the viewing experience. The strategy reflects the growing demand for native brand engagement within digital content ecosystems.
Building a Creator Ecosystem
Alongside the platform launch, the company has unveiled KadhaiClub, a community initiative designed to support talent development in the emerging vertical-content industry.
The programme already has more than 12,000 members and aims to provide aspiring writers, actors, editors, cinematographers, directors and creators with opportunities to learn, collaborate and participate in next-generation storytelling formats.
KadhaiShorts has set an ambitious target of generating more than 4,000 opportunities across creative and production functions by March 2027 as it scales operations and expands its content portfolio.
Leadership Team in Place
The platform has assembled a leadership team comprising industry professionals to drive its growth ambitions. Sabarsih Venkat has been appointed Chief Executive Officer, while Fahd Abdur Rahman will lead marketing efforts as Head of Marketing. Pradhessh Mugundhan joins the company as Creative Producer.
The venture marks a significant new chapter for the Maran family’s presence in the media and entertainment sector and comes months after a truce in the long-running dispute between Dayanidhi Maran and his elder brother Kalanithi Maran.
With regional storytelling, creator participation and mobile-first consumption at its core, KadhaiShorts is seeking to establish an early leadership position in India’s emerging micro-drama ecosystem.
