Bengaluru, August 27, 2026: Flipkart, India’s homegrown e-commerce marketplace, announced the launch of ‘Saarthi’, Flipkart Ads’ Ads Partner Program that brings together intelligence tools and expert agency support to give every seller and brand access to professional advertising support at zero cost.
Built around two complementary pillars, an AI-powered campaign tool available to all sellers, and a network of certified agency partners providing hands-on campaign management, Saarthi marks the next step in Flipkart Ads’ mission to democratise digital advertising for businesses of every size and stage.
Sellers across India consistently pointed to three challenges: managing campaigns felt complex, knowing where to begin wasn’t always clear, and understanding what was actually working remained difficult. Flipkart Ads built Saarthi as a direct response. Named after the Sanskrit word for ‘Charioteer,’ it is a program designed to empower sellers to navigate these challenges. Through a rigorous induction and deep integration into Flipkart’s proprietary ad-tech ecosystem in 2025, globally trusted consultancies including Accenture and Dentsu are now equipped to guide sellers from their first campaign to sustained, measurable growth. Sellers and brands are matched to agency partners based on business stage, growth objectives, and advertising readiness.
The technology pillar of Saarthi is an AI-powered campaign dashboard, built in collaboration with AtTheRate.ai, putting best-in-class campaign intelligence directly in the hands of every seller on the Flipkart platform. The dashboard consolidates campaign and business performance metrics in a single view, enabling product-level (FSN) analysis, automated alerts, custom rule-setting, and day-parting (ad-scheduling) capabilities. Through conversational AI, sellers can quickly identify underperforming campaigns, surface optimization opportunities, and receive actionable recommendations, while retaining full control over every decision they make.
Commenting on the launch, Vijay Iyer, Vice President, Flipkart Ads, said, “No seller should be held back by a gap in advertising expertise or access to intelligent tools. Saarthi is built around how sellers actually need support, some through expert agency guidance, others through powerful tools they can use themselves, and many through both. What matters is that every seller gets access to actionable intelligence, while the choice of execution always remains with them.”
What sellers get through Saarthi:
- AI-Powered Campaign Tool: Real-time actionable campaign intelligence, product-level insights, automated alerts, and actionable recommendations are available to all sellers, with the seller always in control
- Zero-Cost Agency Support: End-to-end campaign management from partner consultancies
- Smarter Optimisation: Regular campaign audits, budget and bidding optimisation, and product-level ROAS improvement
- Knowledge and Guidance: Direct access to platform best practices and advanced analytics, for sellers with or without in-house marketing teams
- Business-Focused Efficiency: Tools, agency support, or both so sellers stay focused on running their business
Kapil Tangri, Co-founder, AtTheRate.ai, said “The hardest part of building this wasn’t the technology – it was making sure the insights were actionable, not just accurate. A seller doesn’t need more data. They need to know what to do next. That’s what we focused on, and Flipkart Ads program Saarthi gave us the right ecosystem to deliver it at scale. India’s seller growth potential is limitless and through this program AtTheRate is built to supercharge that SMB ecosystem.”
Mehul Patel, owner, Provectus Healthcare from Ahmedabad, said, “I used to spend more time worrying about my campaigns than actually running my business. I knew I was leaving money on the table but didn’t know where. Saarthi changed that, not just the numbers, but the confidence that I actually understand what’s working now.”
As an Ads Partner Program built around both technology and human expertise, Saarthi aims to help sellers and brands of all sizes unlock sustainable growth and stronger business outcomes on the platform. For consumers, better-optimised advertising means more relevant product discovery and a higher-quality shopping experience on Flipkart.
About the Flipkart Group
The Flipkart Group is one of India’s leading digital commerce entities with a strong technology-first foundation and includes group companies Flipkart, Myntra, Flipkart Wholesale, Cleartrip, and super.money. Established in 2007, Flipkart has enabled millions of sellers, merchants, and small businesses to participate in India’s digital commerce revolution. With a registered user base of more than 500 million, Flipkart’s marketplace offers over 150 million products across 80+ categories. Today, there are over 1.4 million sellers on the platform, including Shopsy sellers. With a focus on empowering and delighting every Indian by delivering value through technology and innovation, Flipkart has pioneered services such as Cash on Delivery, No Cost EMI, Easy Returns, and UPI payments. Beyond shopping, Flipkart continues to create jobs, empower entrepreneurs, and strengthen India’s digital economy.
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