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.
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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