In the rapidly evolving world of digital entertainment, where attention spans are shrinking and mobile-first consumption dominates, customer experience (CX), in fact, has become a key differentiator for success. TukTuki, India’s pioneering homegrown vertical format micro-drama app, exemplifies this by surpassing an impressive 100,000 downloads shortly after its launch. Founded by Anshita Kulshreshtha, TukTuki has tapped into the pulse of modern Indian audiences by delivering authentic, culturally rich, and easily accessible bite-sized stories through its unique two-minute episode format. This landmark achievement is not just a validation of growing interest in micro-entertainment but also a reflection of the app’s exceptional CX strategy that prioritizes seamless usability, affordability, and resonant storytelling. This interview delves into TukTuki’s innovative approach to transforming mobile entertainment, the CX philosophies steering its journey, and, moreover, the exciting future ahead.
Welcome, Anshita Kulshreshtha, Founder, TukTuki
Q1. Anshita, congratulations on crossing 100,000 downloads in such a short time! Can you share what inspired you to create TukTuki and how the journey started?
AK: Thank you so much! Crossing 100,000 downloads this early has been incredibly motivating.
TukTuki was inspired by something very simple: the way people consume stories today has changed. We are all constantly on the move, juggling work, life, and ten different tabs on our phones. Long-format content is amazing, but not everyone has 40 minutes for an episode.
I wanted to create a space where you could experience the thrill of a full story in just two minutes with real emotions, real characters, and meaningful arcs, not just quick reels. That’s where TukTuki was born: a platform built on micro-dramas that are as addictive as they are cinematic.
The journey started during a family conversation. We were discussing how storytelling is evolving and how short-form content is exploding, but nobody was giving it a proper narrative structure. That’s when it clicked that India needed a platform that respects the audience’s time but still gives them quality entertainment.
From there, we began experimenting with genres, stories, hooks, and VFX possibilities in vertical format. We kept asking ourselves: How much emotion can we deliver in two minutes? Turns out—a lot.
Moment That Stands Out
Q2. What has been the most delightful feedback you’ve received from your users since launch? Any particular story or moment that stands out?
AK: We had a user from Uttar Pradesh who shared that TukTuki was the first platform where her entire family—from her 70-year-old mother to her 8-year-old daughter—could watch together without anyone feeling uncomfortable. That perfectly captures our mission.
Users from regional markets have also shared how meaningful it is to see their language, stories, and cultural references reflected professionally. For many, it’s the first time they felt their story ‘mattered’ at scale.
Q3. For those new to TukTuki, how would you describe the experience of watching micro-dramas on your app?
AK: For someone new to TukTuki, watching micro-dramas on our app feels like unlocking a full story in just two minutes. It’s fast, and incredibly immersive. Every episode is designed to give you the same emotional punch as a long-format show just without the time commitment.
You can binge an entire arc while waiting for your coffee, ride through multiple genres in a single day, and discover fresh stories and new talent with every scroll. It’s storytelling reimagined for today’s attention spans: sharp hooks, tight narratives, powerful endings, and a format so smooth that you’ll always say ‘just one more.’
TukTuki is not just content—it’s a quick hit of entertainment that fits perfectly into your everyday life.
Unique Format
Q4. TukTuki’s format of 1-3 minute vertical episodes is quite unique. How did you identify this format as a perfect fit for your target audience’s lifestyle and consumption habits?
AK: Our research revealed that Tier 2/3 audiences don’t have 40-minute entertainment blocks. Instead, they have fragmented time – 2-10 minute pockets scattered through their day: bus commutes, tea breaks, work pauses.
Vertical format is naturally mobile-native; people already hold phones vertically. This isn’t just convenient, it forces better visual storytelling since every frame must be visually expressive and character-focused.
The format also respects variable network conditions in these regions. Shorter episodes mean lower bandwidth requirements and faster loading. We structured each drama as a one-hour film broken into episodes, so viewers get narrative satisfaction, not fragments.
Personalized Experience
Q5. Can you explain the importance of personalizing customer experience in the mobile entertainment space, especially in diverse markets like India’s Tier 2 and Tier 3 cities?
AK: Personalizing the customer experience is essential in the mobile entertainment space, particularly in India’s Tier 2 and Tier 3 cities, where user needs and contexts vary widely. Here’s why it plays a pivotal role:
Cultural and Linguistic Relevance: Personalization ensures that content and interfaces resonate with users across diverse linguistic and cultural backgrounds, making the app more relatable and accessible.
Ease of Onboarding for New Digital Users: Tailored experiences help reduce friction for first-time or less tech-savvy users, guiding them intuitively through the app and increasing adoption.
Habit Formation: Personalized recommendations and interactions encourage repeat usage, helping users build consistent engagement habits over time.
Device and Network Optimization: Customizing experiences based on device capabilities and network conditions ensures smoother performance, especially on low-end smartphones and slower connections common in these regions.
Trust and Emotional Connection: When users feel understood and valued, it fosters trust and builds a deeper emotional bond with the platform.
Organic Growth through Word-of-Mouth: A personalized experience increases user satisfaction, which in turn drives referrals and viral growth within local communities.
Design Principles
Q6. What CX design principles did you prioritize while developing TukTuki’s interface to ensure accessibility and easy navigation for first-time app users?
AK: At TukTuki, we focused on a set of core customer experience (CX) design principles to ensure that first-time users—regardless of age, background, or digital literacy—can navigate the app with ease and confidence. These principles include:
· Frictionless Onboarding: Understanding that mandatory sign-ups often lead to user drop-offs, especially among new or hesitant users, we designed an onboarding experience that is simple and optional. Users can explore TukTuki as guests without needing to share personal details such as mobile numbers or email addresses, lowering the barrier to entry.
· Clean and Intuitive Interface: We prioritized clarity and simplicity in the app’s layout. Content is organized into distinct genre-based sections—such as Love, Thriller, Drama, and more—allowing users to quickly find stories that match their mood or interest. Instead of overwhelming users with endless lists, we offer a structured, easy-to-browse experience.
· Clear and Accessible Language: To ensure inclusivity, we avoided technical jargon and adopted straightforward language that’s easy to understand across age groups and geographies. Additionally, we are building a multilingual interface, starting with Hindi and expanding to other regional languages, to further enhance accessibility.
· Consistency Across the Experience: We maintained consistency in fonts, colors, icons, and navigation patterns throughout the app. This uniformity helps users feel at ease and reduces cognitive load. Our goal was to create a predictable and seamless experience—no surprises, just smooth navigation from screen to screen.
Strong Ecosystem
Q7. Building a strong CX ecosystem, in fact, often requires balancing content quality and pricing. How has TukTuki’s pricing model evolved to maintain affordability while ensuring premium storytelling?
AK: At TukTuki, we’ve found that micropayment models are highly effective in driving user adoption and engagement. They allow users to ease into the platform, build trust gradually, and form consistent usage habits over time. To support this, we offer both episode-based payments and subscription options, giving users complete flexibility. For example, users can begin with as little as ₹20 for 5 episodes—an accessible entry point that encourages exploration without requiring a long-term commitment.
While affordability remains a priority, we never compromise on content quality. Our focus is on delivering premium storytelling with strong production values and a cinematic experience, even within micro-format episodes. As we continue to expand our in-house production capabilities, we’re able to maintain tighter control over quality while keeping our pricing user-friendly and inclusive.
Q8. What role has data analytics and user behaviour insights played in shaping your content offerings and, moreover, evolving the user experience?
AK: At TukTuki, data analytics and user behaviour insights are central to how we shape both our content strategy and the overall user experience. We closely monitor user interactions—how they watch, what they revisit, where they drop off, and which genres or story formats sustain their attention. These insights directly inform:
The types of micro-dramas we develop next:
- Decisions around scaling up or down specific genres
- Episode structuring in terms of length, pacing, and use of cliffhangers
- Refinements in navigation, layout, and content discovery flows
- Data-driven decision-making is the backbone of our approach, enabling us to deliver more personalized content and continuously evolve the user experience in line with audience preferences.
CX Success in Mobile Entertainment
Q9. How do you measure CX success at TukTuki? Beyond downloads and user numbers, what metrics or feedback loops drive your continuous improvement?
AK: At TukTuki, we evaluate customer experience (CX) success through a combination of quantitative metrics and qualitative feedback loops that go beyond basic download figures.
· User Retention: Key retention milestones—particularly Day 1 and Day 7—are critical indicators for us. They help assess whether users are not only enjoying their initial experience but also developing a habit of returning to the platform.
· App Ratings and Reviews: We actively monitor user feedback on platforms like the Play Store. These reviews offer valuable insights into what resonates with our audience, highlight areas for improvement, and guide ongoing enhancements to the app experience.
· Direct User Engagement: We place strong emphasis on direct conversations with our users. Through regular qualitative and quantitative research—including user calls—we gain a deeper understanding of content preferences, pain points, and expectations. This feedback is instrumental in shaping both our content and product roadmap.
Mobile Entertainment: Looking Ahead
Q10. Looking ahead, how do you see micro-drama platforms like TukTuki influencing the broader Indian entertainment industry and consumer expectations?
AK: Micro-dramas are democratizing entertainment creation. Lower barriers mean talent from regional cities can build professional careers without migrating to metros. We’ll see production hubs emerge across smaller cities.
This will transform the creator economy – actors, writers, directors can sustain careers through consistent micro-drama projects rather than waiting for sporadic opportunities.
For brands, micro-dramas enable authentic, regional storytelling instead of translated campaigns. This fundamentally changes advertising in smaller markets.
Most importantly, micro-dramas preserve and celebrate linguistic diversity at scale. Regional languages marginalized in mainstream entertainment now have professional platforms.
Within 5 years, micro-dramas could be 15-20% of entertainment consumption, reshaping how content is produced, where talent develops, and what audiences expect. The industry will be more decentralized, diverse, and regionally empowered.
Closing
TukTuki’s remarkable achievement of crossing the 100,000-download mark so swiftly is a testament not only to the power of compelling storytelling but also to a customer-centric mindset deeply embedded in its vision. As Anshita Kulshreshtha highlighted, the future of mobile entertainment lies in delivering content that resonates culturally, is available on-demand, and fits seamlessly into users’ daily lives. From the bustling metros to smaller towns, TukTuki is redefining mobile entertainment across India’s diverse landscape through thoughtful CX strategies that embrace accessibility, affordability, and authenticity. As the platform sets its sights on multi-language expansion and new genres, its journey serves as a CX masterclass for digital innovators aiming to connect meaningfully with mobile-first audiences. TukTuki’s story is one to watch closely, as it delivers the future of Indian storytelling in compelling two-minute bursts.
