Zee Entertainment Partners With Bullet for Indian Micro-Drama App
Zee Entertainment Enterprises is betting big on micro-dramas as the next frontier in Indian digital entertainment, revealing a strategic equity partnership with startup Bullet to launch a micro-drama application.
The Mumbai-based media giant will invest in and acquire a stake in Bullet, which has been co-founded by serial entrepreneurs Azim Lalani and Saurabh Kushwah. The new platform will be integrated within Zee's ZEE5 ecosystem, giving it immediate access to the streaming service's established user base.
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Bullet is designed around short-duration vertical format episodes that target younger audiences with 'fast-paced, creator-driven content.' The platform aims to deliver what Lalani calls 'masala-paced plots and emotional punch, tailored for binge-watching in short bursts.'
India is relatively new to the micro-drama trend compared to neighbor China, where revenue from the format was $6.9 billion, exceeding local box office for the first time, per DataEye statistics. Multiple projections point to the market size for micro-dramas rising to $14 billion by 2028 in China alone.
Zee's strategic move comes as Indian audiences increasingly gravitate toward bite-sized content consumption, particularly on mobile devices. The company sees the partnership as part of its broader transformation into what it calls a 'Content & Technology powerhouse.'
'As the digital ecosystem grows exponentially, we are constantly identifying several value-accretive opportunities to drive scale,' said a Zee spokesperson. 'Our strategic partnership with Bullet aims to build a competitive advantage for the future by identifying innovative formats and scaling them through our platforms to drive stronger monetization.'
The Bullet app will leverage several features including AI-powered personalization and content pricing, gamification layers designed to boost user retention through reward mechanisms, and creator-generated content pipelines that allow independent creators and studios to monetize their work.
Both Bullet co-founders bring significant media industry experience to the venture. Lalani has over 25 years in the industry, having held leadership positions at Rediff.com, Network18, TV9, and Indian Express. Kushwah, a media-tech entrepreneur with 18 years of experience, has worked across Zee Entertainment, Times of India, Network18, and ABP News. Both were founding members of Fanory, a creator monetization startup backed by marquee investors.
'Having witnessed multiple content revolutions over the past two decades, I believe we are now at the cusp of the next big shift,' Lalani said. 'There has been an influx of short-form content consumption over the last few years, and with the launch of Bullet, we aim to combine the novelty of the format with fast-paced captivating stories for users.'
Kushwah added: 'The convergence of creators, technology, and storytelling is reshaping digital entertainment. At Bullet, we are building a platform that not only entertains but also enables. With gamified layers, AI-backed content ops, and a creator-first ecosystem, we're shaping the future of micro-drama in India – and beyond.'
The app will be available across multiple languages, tapping into Zee's extensive content engine and language repertoire. This multi-lingual approach aligns with the growing demand for regional content across India's diverse market.
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