Flipkart and Amazon are both at the top of the online e-commerce service market in India, with both brands offering great discounts and fast deliveries across the country. However, thanks to its Prime membership, Amazon has managed to serve to a larger audience, promising free deliveries and early access to sales. Now, it seems like Flipkart is all set to follow in the same footsteps, bringing forth changes of its own.

Flipkart has announced that it will launch the “Flipkart Plus” service this Independence Day, that is, on August 15.

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Flipkart Plus is a benefits program intended to reach customers from all over the country with its inclusive aspects such as no-fee membership and a wide range of choices on rewards. The program promises a superior experience for customers across all touch points, with key highlights being free & fast delivery, early access to major sale events such as big festive season sales, and an enhanced customer support experience. In addition, all Flipkart customers will begin to earn ‘Plus Coins’ with each order. The coins can then be used to unlock multiple benefits across shopping, travel, and content.

“At Flipkart, we deeply understand the Indian customer and solve for them meaningfully. This means that everything we do is not just limited to a particular section of the society but appeals to a wider audience. With that in mind, we have crafted Flipkart Plus as India’s most inclusive customer benefits program and we’re extremely thrilled to launch it this Independence Day,” said Kalyan Krishnamurthy, CEO, Flipkart.

Flipkart Plus certainly sounds like a lucrative deal for consumers who regularly shop on the e-commerce portal. However, the fact that the company hopes to challenge Amazon Prime with it is a little too optimistic, especially when the Prime membership offers its users access to Prime Video and Prime Music as well.