Fabindia has announced a partnership with Mahindra Electric Origin SUVs that enables its loyalty program members to book electric vehicles using accumulated reward currency. The initiative represents a novel application of retail loyalty programs in India's automotive sector.
Under the arrangement, Fabfamily members can book Mahindra's BE 6 or XEV 9e electric SUVs by redeeming 1,000 Fabcoins, which the company values at ₹21,000 for booking purposes. This creates a 21-times multiplier on the standard coin value. Fabindia members typically earn up to 10 percent back in Fabcoins on purchases from the retailer.
The program introduces a phased booking option where customers can secure a reservation with 400 Fabcoins and accumulate the remaining balance over time. Once members reach the 1,000-coin threshold, the booking is automatically processed.
William Nanda Bissell, Managing Director of Fabindia, described the partnership as demonstrating how loyalty programs can deliver value beyond traditional discounts. He characterized the offering as promoting conscious consumption and sustainable mobility while empowering customers.
Nalinikanth Gollagunta, CEO of Mahindra's Automotive Division, stated that the collaboration reflects both companies' focus on integrating mobility solutions into customer lifestyles. He indicated the partnership aims to make electric SUV ownership more accessible.
The Fabfamily loyalty program extends beyond retail transactions, incorporating partnerships with hospitality brands like The Oberoi Hotels & Resorts and Indian Accent restaurant, where coins can be redeemed at up to 30-times value. Members can also contribute Fabcoins to environmental organizations including WWF-India and the Centre for Science & Environment.