Fabindia has announced a strategic partnership with Mahindra Electric Origin SUVs that expands the scope of its Fabfamily loyalty programme beyond traditional retail rewards. Through this collaboration, Fabfamily members can now use their accumulated Fabcoins to book Mahindra’s Electric Origin SUVs, including the BE 6 and XEV 9e, marking a significant shift in how loyalty points are used in India.
Under the initiative, members can place an SUV booking by redeeming 1,000 Fabcoins, which carry a booking value of ₹21,000. Instead of a conventional cash payment, the booking is enabled entirely through loyalty currency, positioning Fabcoins as a gateway to high-value lifestyle purchases. The redemption option is available to Fabfamily members starting December 19, 2025.
Fabcoins are earned through purchases at Fabindia stores and are typically redeemed across curated partner experiences. By introducing an automotive booking option, Fabindia is extending the programme into a new category, reinforcing its ambition to make loyalty more meaningful and aspirational.
William Nanda Bissell, Managing Director, Fabindia, said the Fabfamily programme was designed to deliver extraordinary value rather than purely transactional rewards. He described the partnership with Mahindra as a bold expression of that philosophy, highlighting the 21X value unlock and the shared commitment of both brands towards conscious consumption, sustainable mobility, and customer empowerment.
From Mahindra’s perspective, the collaboration aligns with its vision of making electric mobility experiential and lifestyle-driven. Nalinikanth Gollagunta, CEO – Automotive Division, Mahindra & Mahindra and Executive Director, Mahindra Electric Automobile, noted that the partnership demonstrates how purpose-led brands can come together to redefine value and democratise access to eSUV ownership.
The Mahindra Electric Origin SUV reward officially goes live on December 19, 2025, signaling a new direction for loyalty programmes in India-one that blends sustainability, aspiration, and real-world value.
