Rebuilding loyalty for 76M users: Flipkart Plus & VIP

01 — The problem

Flipkart Plus had 18M members and a value problem: thin benefits, confusing eligibility, and real doubt about whether it was free or paid. At the same time we were launching VIP, a paid tier built to take on Amazon Prime, to an eligible base of 76M users: 58M to convert, and 18M existing members to retain or upgrade.

Beyond the product UX, I led the visual and motion design for marketing, the decks for C-suite approvals, the Plus brand refresh and the VIP identity, down to the unboxing of the VIP welcome box.

02 — The reframe

In concept testing, 90% of people couldn’t tell where VIP sat, what it offered, or whether Plus was free.

So we split them. Plus stays free, with clearer eligibility and benefits for low to mid-engaged customers. VIP launches as its own premium brand, so it doesn’t inherit Plus’s reputation, with convenience-heavy benefits for the most engaged. SuperCoins became the primary benefit across both.

03 — Outcome

Across the loyalty programmes: +₹4,900 Cr GMV, +2.7% units sold and +0.4% loyal users.

Ten months after launch:

• Plus grew from 18M to 46.6M members, converting at 44.8%, with ₹15.5k Cr in GMV through its members.
• Plus monthly active customers rose 3.7%, and three-month repeat rose 1.13%.
• VIP members spent 239.6% more per order than other Flipkart users, but VIP reached 248k members against a 1M goal, and 97.4% of them came from Plus.

What I’d do differently: trade the sale-season deadline for real launch readiness; keep design ownership of the landing pages instead of handing assets to marketing; and invest in post-activation features that keep reminding members what they get.