Flipkart Ads Saarthi: AI Campaign Dashboard and Certified Agency Support, Explained

Saarthi is Flipkart Ads' Ads Partner Programme for sellers and brands. It was announced in Bengaluru on 2 September 2026 and combines an AI campaign dashboard with agency support that Flipkart says is offered "at zero cost". Trade outlets carried the news from 28 August onwards, so you may see slightly different dates. As of November 2026, Flipkart has not published sign-up steps we could open, so this page flags what is not confirmed.

What is Flipkart Saarthi?

"Saarthi" is the Sanskrit word for charioteer. Flipkart's pitch is that no seller should be held back by a gap in advertising skill or tools. The programme has two parts:

1. An AI-powered campaign dashboard, available to all sellers according to the coverage.
2. Access to certified agency partners for hands-on campaign management.

It sits inside Flipkart Ads, the seller advertising platform. If you are new to it, start with our Flipkart Ads guide.

What does the Saarthi dashboard do?

The dashboard was built with AtTheRate.ai and puts campaign and business performance in one view. Reported features:

The seller keeps control of final decisions. That matters: the tool recommends, you approve.

What is not stated: whether the dashboard has its own price (the release says the tool is available to all sellers but gives no separate pricing), where it lives in the Ads portal, and whether it changes bids automatically or only suggests changes.

What do the certified agencies do?

According to the release, agency services include end-to-end campaign management, regular audits, budget and bidding optimisation and product-level ROAS improvement. Flipkart says this support is free of cost.

Accenture and Dentsu are the consultancies named, and the release says they were trained through an induction and integration into Flipkart's ad-tech ecosystem in 2025. The full list of certified partners was not in the coverage we read.

How are sellers matched with an agency?

Sellers and brands are matched on business stage, growth goals and advertising readiness. Flipkart did not define "advertising readiness". A reasonable guess is that it looks at whether you have live listings, stock and some ad history, but that is our inference, not a Flipkart rule.

How do I join Saarthi?

The coverage we read does not describe a sign-up process or eligibility criteria. The agency support is described as open to "participating sellers and brands" without a definition. So there is no confirmed step list to give you.

What to do now:

1. Log in to the official Flipkart Seller Hub by typing seller.flipkart.com yourself, then open the Ads section.
2. Look for a Saarthi banner, tab or help article.
3. If you cannot find it, raise a Seller Support ticket asking how to access the Saarthi dashboard and how to request an agency partner.
4. Keep the ticket number and the reply.

Should I use a Saarthi agency or hire my own?

Both can work. The honest comparison, based on what is and is not known:

Flipkart has not said how agencies partnered through Saarthi are paid or whether they have targets, so you cannot assume their incentives match yours. Ask any agency, whoever it is, three things: what budget level they work with, what they report weekly, and who owns the account and data if you stop.

How to get value from the AI dashboard

Whatever the dashboard recommends, apply the same discipline.

1. Know your break-even ROAS before looking at recommendations. At a 20% margin before ads, break-even is 5x (1 divided by 0.2). Our ROAS definition shows the sum.
2. Use day-parting for categories with clear buying hours, then check results after two weeks.
3. Set custom rules cautiously: a rule that pauses any campaign under a threshold can pause a campaign that just needs more data.
4. Compare recommended changes with how you set up campaigns in PLA vs PCA and Smart ROI vs CPC.
5. If campaigns show no spend at all, fix that first: see Flipkart ads not spending.

For example (illustrative numbers): an alert says a campaign spent ₹3,000 with 1x ROAS. With a 5x break-even, that campaign lost money. A rule to pause it after ₹3,000 of spend with ROAS under 2x would have saved you spend, but only if the product had enough clicks to judge fairly.

How does this compare with other platforms?

Saarthi is a managed programme inside Flipkart's own ads platform, so it only covers Flipkart. If you sell on Amazon too, read Flipkart Ads vs Amazon Ads before moving budget.

Questions to ask before you hand over a campaign

Free help is still help with a hand on your budget. Before an agency touches your Flipkart Ads account, get answers in writing to these points:

• Which campaign types will they run, and will they stay within the daily budget you set?
• How often will they report, and in what format? Weekly product-level ROAS is a sensible minimum.
• Will they change prices, listings or only ads?
• Who sees your account data, and what happens to it if you leave the arrangement?
• What is the first change they plan to make, and why?

If you work with Saarthi partners, you can use the same list. A good partner answers in plain words. A vague answer is a signal to keep the dashboard and manage the campaigns yourself.

What is not confirmed

• How to apply, and any eligibility rules.
• Whether the dashboard is free for all sellers in every category (the release says it is available to all sellers but gives no separate price).
• The full list of certified partners. Only Accenture and Dentsu are named.
• Any adoption numbers, ROAS benchmarks or revenue impact. Flipkart has not disclosed them.
• The exact launch date: coverage is dated 28 August to 2 September 2026.

The release is a company press release republished without editorial changes, so claims are Flipkart's own and are not independently verified.

FAQ

What is Flipkart Saarthi? It is Flipkart Ads' Ads Partner Programme, announced in September 2026. It combines an AI campaign dashboard with agency support that Flipkart says is free of cost. The name means charioteer in Sanskrit.

Is Saarthi free? Flipkart says agency support is offered at zero cost. The dashboard is described as available to all sellers, but no separate price is stated. You still pay for ad clicks as usual, so free support does not mean free advertising.

Who built the Saarthi dashboard? Flipkart says it was built with AtTheRate.ai. It offers product-level analysis, automated alerts, custom rules, day-parting and conversational AI. The seller keeps the final decision on campaign changes.

Which agencies are part of Saarthi? Accenture and Dentsu are the consultancies named in the release. Flipkart has not published a full partner list in the coverage we read, so ask Seller Support or look in the Ads portal for current partners.

How do I sign up for Saarthi? No sign-up steps have been published in the coverage we reviewed. Check the Ads section of your Seller Hub, or raise a Seller Support ticket. Type seller.flipkart.com yourself and never share your login.

Does Saarthi replace my own agency? Not necessarily. Saarthi covers Flipkart Ads. If you also sell on Amazon, Myntra or quick commerce, you still need someone managing those. Compare scope, reporting and data ownership before choosing.

Decide with your numbers, not the launch news

Saarthi is useful if it saves you time or fixes weak campaigns, but only your own ROAS data can show that. Blooprint can review your Flipkart Ads account and tell you whether free partner support or a dedicated team is the better fit; see Flipkart account management.