Bengaluru: Flipkart, India’s homegrown e-commerce marketplace, has announced the launch of Saarthi, an Ads Partner Program from Flipkart Ads that combines AI-powered campaign intelligence with expert agency support to help sellers and brands improve their advertising performance.
The program is built around two pillars — an AI-powered campaign tool available to all sellers and a network of certified agency partners offering hands-on campaign management. Flipkart said Saarthi is aimed at making professional advertising support more accessible to businesses across different stages of growth, at zero cost.
The program has been developed in response to challenges identified by sellers around campaign complexity, difficulty in identifying where to begin and limited visibility into campaign performance. Named after the Sanskrit word for ‘Charioteer’, Saarthi is designed to help sellers navigate these challenges and make more informed advertising decisions.
As part of the program, globally trusted consultancies including Accenture and Dentsu have undergone induction and integration into Flipkart’s ad-tech ecosystem. Sellers and brands can be matched with agency partners based on their business stage, growth objectives and advertising readiness.
The technology component of Saarthi includes an AI-powered campaign dashboard, developed in collaboration with AtTheRate.ai. The dashboard brings campaign and business performance metrics together in a single view and offers product-level (FSN) analysis, automated alerts, custom rule-setting and day-parting capabilities.
Through conversational AI, sellers can identify underperforming campaigns, uncover optimisation opportunities and receive actionable recommendations while retaining control over campaign decisions.
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.”
Under Saarthi, sellers can access real-time campaign intelligence, product-level insights, automated alerts and recommendations through the AI-powered campaign tool. The program also offers zero-cost end-to-end campaign management through partner consultancies.
The agency support includes regular campaign audits, budget and bidding optimisation and product-level ROAS improvement. Sellers can also access platform best practices and advanced analytics, whether or not they have dedicated in-house marketing teams.
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.”
Flipkart said Saarthi brings together technology, agency expertise and platform intelligence to help sellers and brands improve advertising efficiency and work towards sustainable growth. The company also said better-optimised advertising could contribute to more relevant product discovery and an improved shopping experience for consumers.
