In a bid to counter Amazon India, India’s largest online marketplaceFlipkart is going to launch F-Assured- which will give customers an improved experience, reducing delivery time.

flipkart’s F-Assured will also have stringent quality check of products and improved exchange policy.

It will replace an existing programme called Flipkart Advantage and be free to customers. “With F-Assured, a customer will get products that Flipkart promises will undergo six different quality checks… a better return policy and same or next-day free delivery,” one of the sources told ET.

Under F-Assured, Flipkart will focus on mobiles, large appliances, home and electronics.

F-Assured is particularly aimed at inducing young shoppers who haven’t yet started buying online, the sources told ET.

ET also quoted sources as saying Flipkart will plan a marketing campaign focussed on 25-30-yearolds.

Flipkart’s move comes after amazon is planning to bring Prime to India, which is a paid service and offers faster deliveries, easier returns and only lists products that pass certain quality standards.

About one-third of the online shoppers in India are expected to drive two-thirds of the sales for online marketplaces by 2020, according to a study by Google and AT Kearney.

Flipkart has more than 90,000 sellers listed on its marketplace. While Flipkart built its customer base early with a robust delivery experience, last year this started to suffer as the company aggressively expanded its seller base from 10,000 to 90,000 now.

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