Fabindia Ties Up With Mahindra Electric to Enable eSUV Bookings Through Loyalty Points

Fabindia has partnered with Mahindra Electric Origin SUVs to introduce an automotive redemption option under its Fabfamily loyalty programme, allowing members to book electric SUVs using accumulated loyalty points.

Under the collaboration, Fabfamily members can redeem Fabcoins to book Mahindra’s Electric Origin SUVs, including the BE 6 and XEV 9e. The initiative enables customers to use loyalty currency instead of cash to make vehicle bookings.

Booking Electric SUVs Using Fabcoins

As part of the offering, customers can place a booking by redeeming 1,000 Fabcoins, which carry a booking value of ₹21,000. The redemption option will be available to Fabfamily members starting December 19, 2025.

Fabfamily members earn Fabcoins on purchases made across Fabindia stores and platforms. These points can be accumulated over time and redeemed for select partner-led experiences. With the Mahindra collaboration, the loyalty programme now extends into the automotive segment.

Fabindia on Expanding the Meaning of Loyalty

Commenting on the partnership, William Nanda Bissell, managing director, Fabindia, said: “Fabfamily was built on the belief that loyalty should create extraordinary value and not just transactional benefits. Partnering with Mahindra allows us to demonstrate that belief at its boldest: enabling our members to book an Electric Origin SUV using just 1,000 Fabcoins. It’s an unprecedented 21X value unlock and a proud moment for us as two Indian brands come together to promote conscious consumption, sustainable mobility and customer empowerment. For us, this reward is a signal of where modern loyalty programs are headed: towards becoming unreasonably generous, personalised and caring.”

Mahindra on Lifestyle-Led Electric Mobility

Nalinikanth Gollagunta, chief executive officer – Automotive Division, Mahindra & Mahindra and executive director, Mahindra Electric Automobile, said the partnership reflects a broader shift in how electric mobility is positioned.

“At Mahindra, we believe the future of mobility is not just electric, it is experiential, accessible, and deeply integrated into the lifestyle of our customers. This partnership with Fabindia is a powerful example of how two purpose-driven brands can come together to redefine value. It’s a step forward in democratizing eSUV ownership and creating meaningful touchpoints that go beyond the vehicle itself,” Gollagunta said.

Reward Goes Live This Week

The Mahindra Electric Origin SUV booking reward will go live on the Fabfamily platform on December 19, 2025, marking Fabindia’s first foray into automotive-linked loyalty redemptions.