Flipkart Ads has launched Saarthi, an Ads Partner Program designed to help sellers and brands access AI-powered campaign intelligence and expert advertising support at zero cost.
The programme brings together two offerings: an AI-powered campaign tool available to all sellers on Flipkart and a network of certified agency partners offering hands-on campaign management. The initiative is aimed at helping sellers simplify campaign management, identify growth opportunities and make faster advertising decisions.
Named after the Sanskrit word for ‘Charioteer’, Saarthi has been developed in response to challenges sellers face around campaign complexity, identifying where to start and understanding campaign performance. As part of the programme, consultancies including Accenture and Dentsu have undergone induction and integration with Flipkart’s ad-tech ecosystem since 2025. Sellers are matched with agency partners based on their business stage, growth objectives and advertising readiness.
The technology offering, developed in collaboration with AtTheRate.ai, provides sellers with a campaign dashboard that brings campaign and business performance metrics into a single view. It offers product-level (FSN) analysis, automated alerts, custom rule-setting and day-parting capabilities. Its conversational AI feature helps sellers identify underperforming campaigns and surface optimisation opportunities while allowing them to retain 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.”
Through Saarthi, sellers can access real-time campaign intelligence, product-level insights, automated alerts and recommendations, along with zero-cost end-to-end campaign management from partner consultancies. The programme also offers campaign audits, budget and bidding optimisation, product-level ROAS improvement and access to platform best practices and analytics.
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 Ads said Saarthi is intended to help sellers and brands of different sizes drive sustainable growth through a combination of technology and human expertise. The programme is also positioned to improve product discovery and the overall shopping experience for consumers through better-optimised advertising.
