Flipkart Partners With Netflix to Boost Customer Loyalty in India

Walmart-owned Flipkart announced a partnership with Netflix Inc. on Friday, aiming to bolster customer retention by offering a mobile streaming subscription to members of its loyalty program. The move is designed to encourage repeat purchases as competition intensifies in India's e-commerce and quick commerce sectors.

Partnership Details

Under the terms of the agreement, which begins August 1, members of the Flipkart Plus loyalty program will be eligible to receive a 30-day Netflix Mobile subscription. To qualify, members must meet specific purchasing criteria.

• Eligibility: Flipkart Plus members.
• Requirement: Place four separate orders of at least 299 rupees each within a single calendar month.
• Qualifying Platforms: Orders can be made across Flipkart's main e-commerce site, Flipkart Grocery, or its rapid delivery service, Flipkart Minutes.

Strategic Context

This partnership highlights the increasing use of loyalty programs as a key strategy for e-commerce companies in India. By bundling a popular streaming service, Flipkart aims to increase transaction frequency and build stronger customer loyalty.

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The company faces stiff competition from Amazon in the broader e-commerce space. In the rapidly growing quick commerce market, Flipkart competes with rivals such as Blinkit, Zepto, Swiggy Instamart, and BigBasket.

Corporate Outlook

Flipkart, in which Walmart Inc. acquired a controlling stake in 2018, has been expanding its services and preparing for a public listing. The company recently shifted its holding company to India from Singapore, a move widely seen as a precursor to an initial public offering (IPO).

Reuters reported in March that Flipkart was planning to list on the Mumbai stock exchange before March 2027. However, the company has not yet finalized the potential size or valuation of the IPO.