ShareChat operator Mohalla Tech is betting on micro-dramas to power its next phase of growth, after two years of cost-cutting and restructuring. Moving beyond its reliance on user-generated content, the Bengaluru -based company has rolled out short, professionally produced serials on its platforms to hook users and attract advertisers in regional markets.

“The initial user reaction has been phenomenal, and I think it’s not just a new format but a big cultural shift,” Neha Markanda, chief business officer at Mohalla Tech, told FE in an interaction. She added that users are already spending upwards of 55 minutes a day on the new content, generating close to 150 million daily views.

Micro-dramas surge in China

Micro-dramas , which are typically one-to-two minutes long, have grown in po

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