Former India captain MS Dhoni has invested in Kuku, a rapidly growing mobile-first storytelling platform, and will also serve as the brand ambassador for its short-format video app, Kuku TV. The move highlights the rising intersection of entertainment, technology, and artificial intelligence in India’s digital content ecosystem.
The company announced that Dhoni’s association goes beyond a typical brand endorsement, as the cricketing legend has also chosen to invest in the platform. While the company has not disclosed the exact size of Dhoni’s investment, his involvement signals strong confidence in the platform’s vision and long-term potential.
Dhoni backs AI-driven storytelling vision
Dhoni said he decided to invest in Kuku because the platform stood out with its unique approach to digital storytelling and its expanding reach among audiences across India.
“I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me,” Dhoni said in a statement.
He added that the platform offers a differentiated entertainment experience by combining multiple formats and languages. According to Dhoni, the company’s rapid growth and the founders’ vision of building an AI-powered storytelling ecosystem from India for global audiences were key factors behind his decision.
The former captain also noted that he connected with the entrepreneurial journey of the company’s founders and believes the platform has the potential to redefine digital entertainment.
What is Kuku?
Kuku operates a suite of apps that focus on storytelling across various formats. Its ecosystem includes:
- Kuku TV – A short-format video platform focused on microdramas and episodic storytelling.
- Kuku FM – An audio storytelling platform featuring podcasts, audiobooks, and educational content.
- Guru – An edutainment app designed to provide knowledge-driven content in engaging formats.
Founded in 2018 by Lal Chand Bisu, Vinod Kumar Meena, and Vikas Goyal, the company has grown significantly in a short period. Since its launch, Kuku has crossed 350 million installs across its apps, reflecting strong user adoption across India and other markets.
The company’s content library includes over 20,000 titles across multiple languages, catering to diverse audiences. Its offerings span several genres, including drama, mythology, business learning, self-help, and entertainment.
Kuku TV’s growth in short-format entertainment
Kuku TV, the company’s short-form video platform, has emerged as one of its fastest-growing products. The app focuses on microdramas and episodic content designed for mobile-first consumption, aligning with the growing trend of short-format entertainment.
According to the company, Kuku TV has crossed 180 million downloads, and several titles on the platform have generated over 100 million views.
The platform’s format is designed to deliver engaging storytelling through short episodes that can be consumed quickly on mobile devices. This approach has gained popularity among younger audiences and users seeking quick entertainment during short breaks.
AI-led content strategy
One of the key areas of focus for Kuku is the use of artificial intelligence to enhance content creation and storytelling. The company said it has begun working on AI-driven content formats across various genres.
These include projects in categories such as:
- Mythology
- Science fiction
- Superhero narratives
By integrating AI tools into storytelling workflows, the company aims to scale content production, experiment with new narrative formats, and expand its global reach.
The platform’s leadership believes that combining AI with human creativity can significantly improve content discovery, production efficiency, and personalization for users.
Strong investor backing
Kuku has attracted investment from several well-known global investors, including Krafton, Vertex Ventures, Granite Asia, International Finance Corporation, and Fundamentum.
These investors have backed the company’s mission of building a global storytelling platform originating from India.
Revenue growth
According to data from Tracxn, Kuku Technologies—the parent company of Kuku TV—reported total revenue of ₹258.4 crore in FY25, marking a significant increase from ₹104.1 crore in the previous financial year.
The sharp rise in revenue reflects the platform’s growing user base and expanding content ecosystem. However, the company has not disclosed a standalone revenue figure specifically for Kuku TV.
Expanding digital entertainment landscape
Dhoni’s investment highlights a broader trend of celebrities and athletes investing in digital media startups, especially those operating at the intersection of technology and content.
With India’s digital consumption rapidly rising and short-format content gaining popularity, platforms like Kuku are positioning themselves to capture a large share of the evolving entertainment market.
Dhoni’s association as both an investor and brand ambassador is expected to boost the platform’s visibility and credibility, while also supporting its ambitions to build a global AI-powered storytelling platform rooted in India.
As the company continues expanding its content formats and technology capabilities, Kuku is aiming to strengthen its presence in the competitive digital entertainment landscape.
