Flipkart Introduces Saarthi for Sellers
Flipkart has launched Saarthia new Ads Partner Program designed to help sellers and brands improve their advertising performance using artificial intelligence and expert support.
The programme combines an AI-powered campaign intelligence tool with a network of certified advertising agencies. Flipkart says the initiative will provide professional advertising support to sellers at zero additional costregardless of their size or level of advertising experience.
The name Saarthi comes from the Sanskrit word for “charioteer”, reflecting the programme’s aim of helping sellers navigate the increasingly complex world of digital advertising.
AI-Powered Campaign Dashboard
At the centre of Saarthi is an AI-powered campaign dashboard developed in collaboration with AtTheRate.ai.
The dashboard brings campaign and business performance information into a single view, giving sellers access to product-level analysis, automated alerts, custom rules and day-parting or ad-scheduling capabilities.
The platform also uses conversational AI to help sellers identify underperforming campaigns, discover optimisation opportunities and receive actionable recommendations.
Importantly, sellers continue to retain control over their advertising decisions rather than handing complete control to the AI system.
Free Support From Advertising Agencies
The second major component of Saarthi is its network of certified agency partners.
Flipkart has integrated globally recognised consultancies, including Accenture and Dentsuinto its advertising ecosystem. Sellers can be matched with agency partners based on factors such as their business stage, growth objectives and advertising readiness.
These agencies can provide hands-on campaign management and help sellers move from setting up their first advertising campaign to achieving sustained growth.
What Sellers Get Through Saarthi
The programme brings together several advertising services that could otherwise require sellers to hire specialist teams or external consultants.
Sellers can access AI-powered campaign intelligence, real-time insights, product-level recommendations and automated alerts. They can also receive campaign audits, budget and bidding optimisation and recommendations aimed at improving product-level return on advertising spend.
Flipkart is also providing access to platform best practices and advanced analytics.
This means sellers can choose to use the AI tools independently, receive agency assistance or combine both approaches.
Designed to Solve Common Advertising Problems
Flipkart says sellers have consistently identified three major challenges with digital advertising: campaigns can be difficult to manage, it can be unclear where to start and understanding what is actually working can be challenging.
Saarthi has been designed specifically around these problems.
Instead of simply providing sellers with more data, the programme attempts to turn campaign information into actionable recommendations. This could help smaller businesses that do not have dedicated marketing or advertising teams make more informed decisions.
AI and Human Expertise Work Together
A key feature of Saarthi is that Flipkart is not positioning AI as a complete replacement for advertising professionals.
The programme combines automated intelligence with human expertise. Sellers who prefer managing campaigns themselves can use the AI dashboard, while those requiring additional assistance can work with agency partners.
This hybrid approach could be particularly useful for small and medium-sized sellers that may not have the resources to employ dedicated advertising specialists.
Could Improve Product Discovery
The programme could also affect the shopping experience for Flipkart customers.
Better-optimised advertising campaigns can potentially make product recommendations and sponsored listings more relevant to shoppers. Flipkart says improved advertising performance should ultimately contribute to better product discovery and a higher-quality shopping experience.
For the marketplace, helping sellers advertise more effectively could also strengthen the overall ecosystem by allowing more businesses to compete for visibility.
A Major Push Into AI-Powered E-Commerce Advertising
Saarthi represents another step in the growing use of AI across India’s e-commerce sector.
For sellers, advertising is increasingly important as online marketplaces become more competitive and thousands of products compete for consumer attention. AI-powered tools can help businesses identify inefficient spending, understand campaign performance and make faster optimisation decisions.
By combining these tools with free professional support, Flipkart is attempting to make advanced advertising capabilities accessible to a much larger section of its seller base.
Summary
Flipkart has launched Saarthi, an Ads Partner Program combining AI-powered campaign intelligence with free expert advertising support for sellers and brands. Its dashboard offers product-level insights, automated alerts, ad scheduling, conversational AI and optimisation recommendations. Certified agencies including Accenture and Dentsu will provide campaign assistance, while sellers retain control over decisions. The programme aims to make professional digital advertising more accessible.