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In a move to better the overall consumer experience on its website, and also lessen those ‘fake/non-genuine product’ complaints, Flipkart has launched a ‘Flipkart Assured’ quality badge for certain range of products on its website.

Flipkart has been offering Flipkart Advantage program since quite some time. While the company has not revealed it, we think that this new program — “Flipkart Assured” is more of a replacement of “Flipkart Advantage”. This programme, launched for all customers across India, ensures that high quality products are delivered in the fastest time possible.

In short, you can call it a hybrid of Amazon’s ‘Fulfilled’ and ‘Prime’ services.

Beginning today, majority of the most sought-after products on Flipkart across all its popular categories including Fashion, Mobiles, Electronics, Home and Appliances will carry the ‘Flipkart Assured’ badge.

Flipkart Assured will be available on all platforms – desktop, app as well as Flipkart Lite. The company has also revamped its website and mobile app to ensure a more engaging user experience, seamless navigation, enhanced discovery for all ‘Flipkart Assured’ products.

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All those products which carries “Flipkart Assured” badge will go through a rigorous process of six levels of quality checks, and will be shipped through an accelerated delivery process to Flipkart’s customers. This new Flipkart Assured programme is enabled by a new algorithm that has been developed by Flipkart’s data scientists.

Commenting about this, Samardeep Subandh, Chief Marketing Officer of Flipkart said,

Flipkart Assured is a truly inclusive programme meant for all customers of Flipkart across India. Over the years, Flipkart has introduced several customer-centric innovations starting from cash-on-delivery to the more recently introduced easy product exchange and no cost EMI. This is a continuation of Flipkart’s commitment to customers by enabling the highest quality of shopping experience.

The company says that all ‘Flipkart Assured’ products are sourced from highly ranked sellers, qualified and filtered through six levels of quality checks across multiple parameters. The checks include packaging, product specifications, product ratings, return ratio of the item, the seller’s ability to fulfil the order and committed timelines. To further streamline the process, all purchases are packed and shipped by Flipkart to ensure seamless and real-time monitoring.

Flipkart has been getting a fierce competition from Amazon in India. It recently launched its premium service offering — Amazon Prime in India, which currently costs only Rs. 499 per year after two months of free trial. On the other hand, Flipkart Assured is free for users.

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