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Myntra bets on microdramas with four-film 'Folks in the Building' series with SW Network
Myntra launched Folks in the Building, a four-film microdrama series with SW Network, as Lumikai projects India's microdrama category at $4.5 billion by 2030. The series features a Myntra delivery executive as a recurring character and is meant to expand into a larger world.
The numbers
Figures from Storyboard18,
| Microdrama downloads in India: | 450 million |
|---|---|
| Microdrama monthly active users in India: | 100 million |
| Projected category growth in 2026: | 91% |
| Category annual recurring revenue by November 2025: | $260 million |
| Category annual recurring revenue in September 2025: | $125 million |
| Users discovering microdramas via social feeds: | 77% |
| Daily microdrama episode views in India: | 1.2 billion |
Why it matters for the brand
Myntra is putting a recurring delivery executive character into a four-film microdrama series with SW Network, so retail brand teams should test short serialized storytelling as a way to build brand presence ahead of a category Lumikai projects at $4.5 billion by 2030.
What to track next
- Myntra or SW Network announcing a second season, spin-off or extra films
- Publicly shared view counts, completion rates or app-traffic lifts tied to the series
- A competing e-commerce or fashion platform launching a branded microdrama
- Microdrama platforms announcing advertiser products or brand-funded series deals
- Myntra's marketing mix shifting visibly back to influencer and sale-led campaigns without new episodes
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Myntra is likely to publish early viewership and engagement figures for Folks in the Building if they are strong, and to stay quiet if they are not.
- Myntra may commission a second set of films or spin-offs built around the delivery executive and other recurring characters, as it has said it wants a larger story world.
- Rival fashion e-commerce and beauty platforms may announce their own microdrama or branded-series partnerships within the next few quarters.
- SW Network is likely to use the Myntra series as a showcase to pitch branded microdramas to other consumer advertisers.
- Microdrama apps and studios are likely to expand brand-integration and advertiser offerings as the category's 100 million projected monthly active users draw more brand budgets.