Lifestyle Retail Meets Electric Mobility
Fabindia has announced a partnership with Mahindra to offer bookings for the Mahindra BE 6 and XEV 9e electric SUVs through Fabindia’s loyalty programme. The collaboration allows eligible Fabindia members to access EV bookings using loyalty-linked benefits, creating a new customer engagement channel outside conventional automotive dealerships.
This initiative reflects a broader shift in EV retail strategies, where manufacturers are exploring alternative platforms to connect with urban, premium and digitally active consumers. By leveraging Fabindia’s established loyalty base, Mahindra aims to widen early visibility and interest in its electric SUV portfolio.
Strategic Expansion of Customer Touchpoints
For Mahindra, the partnership provides access to a lifestyle-focused customer segment aligned with sustainability and premium consumption. The BE 6 and XEV 9e are positioned as part of Mahindra’s next-generation EV lineup, and integrating bookings into a non-automotive loyalty ecosystem supports brand recall and pre-launch engagement.
Fabindia, meanwhile, strengthens its loyalty proposition by offering members exclusive access to high-value products beyond apparel and home furnishings. The move positions the brand as an enabler of modern, sustainability-oriented lifestyle choices, extending its relevance in the evolving consumer landscape.
Implications for EV Retail and Brand Partnerships
The Fabindia–Mahindra collaboration highlights how EV adoption is influencing new forms of cross-industry partnerships. As EV buyers increasingly research and book vehicles online, loyalty-driven booking models could complement traditional dealer networks rather than replace them.
Such partnerships may also help EV manufacturers manage customer acquisition costs while building stronger brand ecosystems. With loyalty platforms becoming multi-category engagement tools, automotive integrations could emerge as a recurring trend in India’s EV market.
