CE DESK 
Fabindia teams up with Mahindra to let customers redeem Fabcoins for eSUV bookings like XUV400. Blend loyalty rewards with sustainable electric mobility!
Fabindia has partnered with Mahindra to revolutionize loyalty rewards by enabling customers to book Mahindra eSUVs using Fabcoins, bridging fashion, sustainability, and electric mobility. Announced recently, this collaboration allows Fabindia’s vast loyalty base to redeem accumulated Fabcoins for test drives or full bookings of models like the XUV400 and BE 6e, starting at select outlets and online.​
Fabindia’s Fabcoins, earned through purchases of ethnic wear, home decor, and organic products, now hold real-world value beyond shopping. Customers can convert points seamlessly via the Fabindia app, with Mahindra matching select redemptions to promote green commuting. This ties into Fabindia’s eco-ethos and Mahindra’s push for EV adoption in India.​
The initiative targets urban millennials blending style with sustainability—redeem 50,000 Fabcoins for an XUV400 booking, complete with free charging credits. Early adopters report excitement over “driving their wardrobe rewards,” boosting engagement.​
This move expands Fabindia’s loyalty program reach while giving Mahindra a unique retail touchpoint. Amid rising EV demand, it positions both brands as innovators, with projections of 10,000+ bookings in the first year. ​
