Flipkart Ads has launched Saarthi, a new Ads Partner Program that combines artificial intelligence-powered campaign tools with zero-cost agency support for sellers and brands advertising on the e-commerce platform.
The programme is built around two components: an AI-powered campaign tool available to Flipkart sellers and a network of certified agency partners that can provide hands-on campaign management. Flipkart said the initiative is intended to make professional advertising capabilities more accessible to businesses at different stages of growth.
Saarthi has been developed in response to challenges identified among sellers, including the complexity of managing advertising campaigns, uncertainty around where to begin and difficulty understanding campaign performance. The programme matches participating sellers and brands with agency partners based on factors including their business stage, advertising readiness and growth objectives.
Consultancies including Accenture and Dentsu have undergone induction and integration into Flipkart's proprietary advertising technology ecosystem since 2025. Under Saarthi, partner agencies can provide end-to-end campaign management without an additional agency fee to sellers, according to Flipkart.
The technology component has been developed in collaboration with AtTheRate.ai. Its AI-powered dashboard consolidates campaign and business performance metrics into a single interface and provides product-level, or FSN-level, analysis. Other capabilities include automated alerts, custom rule-setting and day-parting for ad scheduling.
Conversational AI is also integrated into the platform, enabling sellers to identify underperforming campaigns, find optimisation opportunities and receive recommendations. Flipkart said sellers retain control over campaign decisions rather than automatically handing execution over to the AI system.
The programme also provides regular campaign audits and support for budget and bidding optimisation, along with product-level return on advertising spend improvements. Sellers without dedicated in-house marketing teams can use agency guidance and platform analytics, while those that prefer self-service can primarily use Saarthi's technology tools.
Vijay Iyer, Vice President, Flipkart Ads, said the programme has been structured around different levels of support required by sellers. He added that the objective is to provide access to actionable campaign intelligence while leaving execution choices with businesses.
Kapil Tangri, Co-founder of AtTheRate.ai, said the development focus was on making AI-generated insights actionable for sellers rather than simply presenting additional campaign data.
The launch comes as commerce platforms increasingly introduce AI into advertising workflows, particularly for campaign analysis and optimisation. With Saarthi, Flipkart Ads is combining these automated capabilities with agency support as it looks to broaden access to advertising tools among its seller base.
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