New Delhi, 18 December 2025 | In a first-of-its-kind move that brings together sustainable mobility and conscious lifestyle rewards, Fabindia has partnered with Mahindra Electric Origin SUVs to introduce a benefit for Fabfamily members. Customers can now book premium electric SUVs using loyalty currency alone — just 1,000 Fabcoins, boosted to a booking value of ₹21,000. This collaboration between two iconic Indian brands — both deeply rooted in sustainability and innovation — sets a new benchmark for how loyalty programs can deliver meaningful, real-world value far beyond traditional discounts.

 A milestone in loyalty innovation

Through this partnership, Fabfamily members can now redeem their Fabcoins to book Mahindra’s Electric Origin SUVs, namely the BE 6 and the XEV 9e. The offer effectively allows customers to secure a premium eSUV booking entirely through loyalty earnings, making Fabfamily one of the most generous and innovative loyalty programs in the country. William Nanda Bissell, Managing Director, Fabindia Ltd, 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.”

Nalinikanth Gollagunta, Chief Executive Officer – Automotive Division, Mahindra & Mahindra Ltd. and Executive Director, Mahindra Electric Automobile Ltd, said: “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.”

Fabfamily: Building India’s Most Distinctive & Generous Loyalty Ecosystem

Fabfamily is designed as a long-term lifestyle ecosystem that rewards intent, continuity and conscious choices. Key program features include:

• • Earn Generously: Up to 10% back in Fabcoins on every Fabindia purchase.
  • Secure-Now, Redeem-Later: Members can lock an eSUV booking with 400 Fabcoins and complete the balance over time. Once 1,000 Fabcoins are accumulated, the booking is auto-processed.
  • Partner Multipliers: Premium brand collaborations, including The Oberoi Hotels & Resorts and Indian Accent, offering up to 30X value on Fabcoin redemption.
  • Cause Contributions: The ability to donate Fabcoins towards WWF-India and the Centre for Science & Environment; because generosity works both ways.
  • FabONE: Concierge services that enrich the customer journey.
  • Gentle Tier Migration: A unique “single-tier downgrade” policy makes retaining status easier and more customer-friendly.

Fabfamily’s latest evolution is built on choice architecture, emotional loyalty and long-term affinity moving beyond points-for-discounts into high-utility, high-experience, life-enhancing rewards.

The partnership with Mahindra Electric Origins SUVs demonstrates how loyalty programs can influence the future of mobility, sustainability and lifestyle consumption in India.

The Mahindra eSUV reward will go live on 19th December 2025.

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