Cricket legend Mahendra Singh Dhoni has invested in AI-driven storytelling platform Kuku and joined as its brand ambassador, signaling a major step in India’s evolving AI-powered content ecosystem.
Mahendra Singh Dhoni’s entry into Kuku is more than just a financial investment—it reflects a strategic alignment with India’s rapidly growing digital entertainment sector. By backing the platform and becoming the face of its microdrama app, Kuku TV, Dhoni brings both credibility and mass appeal.
The partnership is rooted in a shared vision of building scalable digital products “from Bharat, for Bharat, and for the world.” Dhoni’s strong connection with audiences across urban and rural India makes him an ideal ambassador to expand Kuku’s reach among mobile-first users.
His involvement is expected to strengthen the brand’s visibility, particularly in Tier-2 and Tier-3 markets, where short-form and regional content consumption is growing rapidly.
Kuku is positioning itself at the forefront of AI-powered entertainment by integrating advanced technologies into its content creation pipeline. The platform is now focusing heavily on AI-generated storytelling, including scripts, plot development, and even production elements.
This shift allows Kuku to produce high-quality content at scale while significantly reducing costs. The company has already launched AI-generated microdramas across genres such as fantasy, action, and superhero narratives, moving beyond its earlier focus on audio stories and edutainment.
AI enables the platform to cater to diverse audiences by creating multilingual content quickly, making it more accessible to India’s linguistically diverse population.
The decision to adopt AI comes at a time when generative media is transforming the global entertainment industry. AI tools are making it easier to create complex narratives, visual effects, and immersive storytelling experiences at a fraction of traditional costs.
India’s generative AI market in media is witnessing rapid growth. Industry estimates suggest that the market could expand from approximately $19.6 billion in 2024 to over $712 billion by 2035, reflecting a compound annual growth rate (CAGR) of over 38%.
This trend highlights the immense potential for platforms like Kuku to scale quickly and compete globally by leveraging AI technologies.
Kuku’s growth trajectory has been supported by strong investor confidence. In October 2025, the company raised $85 million in a Series C funding round led by Granite Asia, valuing the startup at around $500 million.
This funding positions Kuku among the emerging leaders in India’s digital content space. However, it also places the company in direct competition with well-established players.
For instance, ShareChat, which has expanded into video content, achieved a valuation of $5 billion in 2022. Meanwhile, Pocket FM—a key competitor in audio series and microdramas—has shown strong revenue growth and is valued between $750 million and $1.2 billion.
The microdrama and short-form content segment is becoming increasingly crowded. New entrants and established platforms alike are investing heavily to capture audience attention.
Startups such as Dashverse have raised significant funding and achieved rapid user growth, while platforms like Eloelo are expanding their user base and monetization strategies.
The overall microdrama market reached an estimated $300 million in 2025 and is projected to grow to $1.5 billion by the end of 2026. This rapid expansion presents both opportunities and intense competition for Kuku.
Despite impressive user numbers—reportedly over 350 million installs—Kuku faces a critical challenge: converting users into paying customers.
Industry data suggests that only about 28% of microdrama users are willing to pay for content. Many prefer free access or opt for pay-per-episode models rather than subscriptions.
Compared to competitors like Pocket FM, which generates a significant portion of its revenue from international markets, Kuku’s earnings are largely concentrated in India. This limited revenue diversification could pose risks as the company scales.
Kuku’s financial performance reflects the high costs associated with rapid expansion. For the financial year 2023-24, the company reported revenue of ₹88 crore but also recorded a net loss of ₹96 crore.
These losses are largely attributed to heavy investments in marketing, content creation, and technology development. Additionally, maintaining a large creator ecosystem involves regular payouts, adding to operational expenses.
While the company is targeting profitability and considering a future IPO, achieving sustainable revenue growth remains a key challenge.
Kuku is actively exploring international markets to diversify its revenue streams. Pilot operations have already been launched in regions such as the Middle East and the United States.
Global expansion is a crucial part of the company’s long-term strategy, as it seeks to replicate its India success in other markets with high mobile content consumption.
The broader Indian media and entertainment sector is also expected to grow significantly, driven by increasing internet penetration and a young, tech-savvy population. Projections indicate that India’s AI-driven media market could grow at a CAGR of 27.9% between 2025 and 2030, reaching nearly $7.8 billion.
Dhoni’s association with Kuku is expected to play a pivotal role in accelerating user engagement and brand recognition. His strong personal brand, built on trust and consistency, can help bridge the gap between technology and mass adoption.
As the face of Kuku TV, Dhoni will help promote the platform’s unique offerings, including AI-powered storytelling and multilingual content, to a wider audience.
Kuku’s journey represents both promise and uncertainty. On one hand, the integration of AI, strong investor backing, and Dhoni’s endorsement provide a solid foundation for growth.
On the other hand, challenges such as monetization, rising competition, and high operational costs could impact long-term sustainability.
The company’s success will depend on its ability to strike a balance between rapid expansion and financial discipline while continuing to innovate in AI-driven storytelling.
Conclusion
Kuku’s partnership with MS Dhoni marks a significant milestone in India’s digital content evolution. By combining celebrity influence with cutting-edge AI technology, the platform aims to redefine storytelling for a global audience.
As the entertainment industry undergoes a technological transformation, Kuku’s “Bharat-first” vision positions it as a promising player in the future of AI-powered media—provided it can overcome the challenges that lie ahead.