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Flipkart Minutes appoints Dibyendu Sen as associate director for brand partnerships and monetisation
Our read
Flipkart is likely to push Minutes into a branded retail media inventory line, with early signs of ad products and advertiser wins within the next two to three quarters.
For operators
Flipkart Minutes has hired Dibyendu Sen, who has worked on retail media across Blinkit, Swiggy Instamart and Zepto, to lead brand partnerships and monetisation, so brands should expect a sharper ad-sales push and prepare their quick commerce media plans.
Watch
Announcement of Minutes-specific ad formats or a brand partnership programme
The report,
Sen joins Flipkart Minutes from Criteo, where he spent over two years and most recently served as senior manager, sales-enterprise. He earlier spent over two years at Flipkart and worked on retail media across Blinkit, Swiggy Instamart and Zepto.
- Tenure at Star TV Networknearly six years
- Prior tenure at Criteoover two years
- Earlier tenure at Flipkartover two years
- Tenure at Paytm Adsnearly two years
Who and when
From the report. Source details below
| Prior tenure at Criteo: | over two years |
|---|---|
| Tenure at Paytm Ads: | nearly two years |
| Tenure at Star TV Network: | nearly six years |
Why the change matters
Flipkart Minutes is bringing in Dibyendu Sen, formerly of Criteo and earlier of Flipkart, to build brand partnerships and monetisation, which signals in-house retail media ambitions and a possible need for ad-tech partners.
What to watch next
- Further senior retail media or brand partnership hires at Flipkart Minutes
- Named brands publicly running campaigns on Minutes
- Rival quick commerce platforms announcing new retail media products or leadership changes
- Flipkart commentary on Minutes ad revenue or monetisation progress
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Flipkart Minutes is likely to roll out or widen sponsored placements and brand-funded campaigns, using Sen's partnerships remit to sign early advertisers.
- Rival quick commerce platforms such as Blinkit, Swiggy Instamart and Zepto may respond by tightening their own retail media offers or by hiring and retaining ad-sales talent.
- Large FMCG and D2C brands are likely to test Minutes ad budgets alongside their existing quick commerce spend, with a focus on measurable return.
- Flipkart is likely to keep adding senior ad-tech and brand-side hires for Minutes as it tries to turn quick commerce traffic into higher-margin revenue.
- Ad-tech vendors and measurement partners, Criteo among them, may see more Minutes-related collaboration as Flipkart builds out its offering.