In India’s hyper-competitive short-video ecosystem, where platforms have long mirrored each other’s features, ShareChat is taking a contrarian path. Rather than continuing its direct competition with Instagram and YouTube Shorts, the company is now doubling down on a niche it believes could define the next phase of digital entertainment: microdramas.
This strategic pivot marks a significant evolution for ShareChat, which operates both its flagship platform and the short-video app Moj. For years, Moj was positioned as India’s answer to TikTok, especially after the ban on TikTok in 2020. The race that followed was intense, with multiple domestic platforms competing to replicate TikTok’s succe
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