Overview

Buying a large appliance is a significant decision. For years, the online shopping experience has been seamless right up to the point of delivery. But what happens if something goes wrong after the product is unboxed? Addressing this crucial customer concern head-on, Flipkart has introduced the Flipkart Trust Shield — a comprehensive 30-day protection program for large appliances.

To understand the vision behind this industry-first initiative, we got the details from Rakesh Krishnan, Vice President, Large Appliances at Flipkart. He unpacks how the Flipkart Trust Shield is set to redefine the post-purchase experience for millions.

Q1: What is Flipkart Trust Shield, and what was the motivation behind launching it now?

At its core, Flipkart Trust Shield is our commitment to providing customers with complete peace of mind after they’ve made a high-value purchase. For the first 30 days after delivery, we are offering a comprehensive protection program that covers not just manufacturing defects but also accidental and liquid damage. The motivation behind the program is simple: we listened to our customers. Our data showed that a challenging post-purchase experience was a significant detractor, with nearly 20% of shoppers not returning because of a difficult returns process. We knew we had to fix this and take ownership of the customer’s journey.

Q2: What specific challenges were customers facing that led to the creation of the Flipkart Trust Shield?

The industry standard has always been an ASC-led model, meaning the moment a customer faces an issue, even within the return window, they are directed to the brand’s authorized service center. This creates a fragmented and often frustrating experience. The customer has to navigate a separate process, follow up multiple times, and deal with uncertain timelines. This is the exact gap that Flipkart Trust Shield is designed to close. We are taking the burden of coordination off the customer’s shoulders.

Q3: How exactly does the Flipkart Trust Shield program address this ‘fragmented’ post-purchase experience?

The Flipkart Trust Shield program fundamentally changes the dynamic by making Flipkart the single point of contact. Instead of being redirected, the customer can now raise a claim directly on our app with a few clicks. From that moment on, we take charge. We coordinate with the brand on their behalf and, most importantly, we’ve introduced defined timelines for resolution. We are ensuring a resolution within 48 hours and taking a final action by the eighth day. We are essentially handholding our customers through what used to be an anxious period, and that is the core strength of the program.

Q4: How does this new offering differ from a standard return policy or an extended warranty?

It’s a completely different value proposition. A standard policy often redirects you to the brand. Extended warranties are paid, long-term plans. Flipkart Trust Shield is a free, immediate safety net for the most critical period—the first month. The inclusion of accidental and liquid damage coverage under the program truly sets it apart. It’s not just a policy; it’s a confidence-builder designed to assure customers that they’ve made the right choice with Flipkart.

Q5: So, what is the core promise of Flipkart Trust Shield to a customer buying a new appliance?

The core promise of the program is simple: We’ve got your back. When you buy a large appliance on Flipkart, you’re not just getting a product; you’re getting the assurance that we are your partner for the entire experience. Your purchase is protected against defects and accidents from day one, and you have our commitment to a swift and satisfactory outcome, all thanks to the Flipkart Trust Shield.

Q6: Beyond customer benefits, what impact do you anticipate from Flipkart Trust Shield on the business and its sellers?

This is a key part of our strategy to deepen trust. We believe that by removing post-purchase anxiety with the program, we will see a significant improvement in customer confidence and a positive impact on conversion for high-value products. For our sellers—this applies to our Alpha sellers who cover 95% of the category — this is a powerful differentiator. Their products now come with an added layer of trust and service assurance from Flipkart, which benefits the entire ecosystem.

Q7: Finally, how does this initiative fit into Flipkart’s broader vision?

This initiative is a cornerstone of our customer-first philosophy. Our vision is to become the most trusted destination for high-consideration purchases in India. By taking end-to-end ownership of the customer experience, the program is a tangible step in that direction. We are setting new industry benchmarks for service and building lasting relationships based on trust and reliability, and the Flipkart Trust Shield is central to that mission.