JioStar fuses live entertainment with shoppable commerce via Swiggy, NewMe tie-ups
JioStar is embedding commerce into its streaming and connected-TV experience, enabling in-stream Swiggy Instamart food orders during live sports and shoppable NewMe outfits on TV. Backed by AI and a 85M-strong CTV footprint reaching 100M consumers, the play turns passive viewing into participative, transactional engagement.
What happened
JioStar is integrating commerce into entertainment via tie-ups with Swiggy Instamart (in-stream food ordering during live sports) and NewMe (shoppable outfits
Key facts
- 85 million connected TV homes
- 100 million consumers
Why this matters
The Swiggy and NewMe tie-ups signal JioStar is building a partner-led commerce stack, opening a window for category-exclusive integrations before the platform standardizes terms.