SUMMARY
Zee Entertainment is investing in content startup Bullet to enter the 60-second drama content space
The media giant said that Bullet has developed India’s first microdrama application focussed on fast-paced, creator-driven content through short-duration vertical format episodes
With this, Zee has become the first major media company in India to try its hands at microdramas
Amid the growth of microdramas in India, media giant Zee Entertainment is investing in content startup Bullet to enter the 60-second content space.
In a statement, Zee said it has entered into a strategic equity partnership with Bullet. However, it didn’t disclose the investment amount or the stake it would acquire in the startup.
Bullet was co-founded by ex-Fanory cofounders and media industry veterans Azim Lalani and Saurabh Kushwal in April 2025.
Zee said that Bullet has developed India’s first microdrama application focussed on fast-paced, creator-driven content through short-duration vertical format episodes. Bullet would be launched within Zee’s OTT platform Zee5 in multiple languages and the streaming app would be the host to native stories with “masala” plots.
In its reasoning to back the startup, the media company said that Bullet has built its platform with a deep focus on creator-led content, gamified experiences, AI-powered personalisation and content pricing.
Notably, users cannot access any content on Bullet’s website currently. “Bullet offers a carefully curated library of the best micro-dramas from every genre. Whether you’re into thrilling adventures or cultural epics, there’s something for everyone,” Bullet’s website says, along with a “Coming soon” icon.
As per Kushwal’s LinkedIn profile, the founders are building the startup in “stealth mode”.
Lalani and Kushwal earlier cofounded creator monetisation platform Fanory. Founded in 2021 by Manish Maheshwari, former India head of X, and the duo, Fanory operates a content monetisation platform for digital creators. The startup connects creators with fans on the app to leverage and monetise their community of fans.
In January 2023, gaming startup JetSynthesys acquired a controlling stake in the startup. Subsequently, all the three cofounders departed from their erstwhile business. While Maheshwari quit Fanory in December 2024 to focus on his early-stage-focussed VC firm BAT VC, Lalani and Kushwal departed from Fanory in March.
It is pertinent to mention that the cofounders of Bullet share an extensive background in the media industry. Lalani has over two decades of experience in the industry, and his last media role was as the business head of TV9’s Money9. Kushwal was the product head at ABP Network before taking the entrepreneurial plunge.
The Growing Indian Affinity For Microdramas
With this, Zee has become the first major media company in India to try its hands at microdramas. This type of content, which can be said to be an offspring of OTT shows and Instagram Reels, has seen major traction in China and the US in recent years, with research reports pegging the industry’s market size at $6.5 Bn in 2024. This is expected to reach $12 Bn by 2030.
In India, experts are of the opinion that the adoption of this type of content is a fairly natural progression, given India’s affinity to soap operas and the current short form content obsession.
“A surge in India’s mobile-first consumers, our love for dramatic storytelling, and an evolving consumption pattern make this the ideal time to build in this space,” 360 ONE Asset’s early stage VC head Abhishek Nag told Inc42 last month.
Besides Zee, other major studios, production houses, and OTTs have begun experimenting with microdramas. For instance, Amazon-owned MX Player is trying out short movies and series on its platform under the brand name MX Fatafat, and JioStar is now promoting its large format serials in a similar microdrama fashion.
Even though the trend is new in India, startups like Reelies, ReelSaga and Kuku TV are operating in the space and are scaling their userbase rapidly.
Source: www.inc42.com
