365telugu.com online news,National, January 21st, 2026: In a significant move to enhance digital commerce integrity, Flipkart has announced a major expansion of its marketplace governance framework. The homegrown e-commerce giant is deploying a sophisticated combination of AI-driven technology and structured human oversight to strengthen trust among its 1.4 million sellers and millions of consumers.
The initiative focuses on a “proactive interception” strategy, aiming to identify and neutralize fraudulent activity before it impacts the end-user.
A Multi-Layered Defense System
Flipkart’s security architecture now operates through a standardized, risk-based vetting process. Beyond traditional document verification, the company has implemented:
Advanced Seller Vetting: New entrants undergo rigorous checks involving GSTIN and PAN two-factor authentication. The system also analyzes device data, physical addresses, and pin codes against historical fraud patterns to prevent blacklisted entities from re-entering the platform under different names.
Real-Time Monitoring: An automated infringement scanning system utilizes AI to detect text and logo violations across millions of listings. Once a potential infringement is flagged, it undergoes manual validation by specialized teams before delisting.
On-Ground Audits: Supplementing the digital checks, Flipkart conducts physical inspections and geo-tagged address verifications, including surprise audits for high-risk accounts.
Accountability and Seller Rights
The framework isn’t just about enforcement; it prioritizes “due process” for its partners. Sellers are provided with a “compliance snapshot” upon onboarding and have access to a dashboard that displays reason codes for any listing takedowns. This transparency allows genuine businesses to contest claims by providing proof of authorization or purchase.
To further tighten the net, Flipkart has launched an internal employee vigilance campaign. Staff are now trained to identify and report complex abuse patterns, such as return manipulation, promotional fraud, and multi-account misuse.
Tangible Results: 10 Million Listings Actioned
The impact of these governance measures has been substantial. Between October 2024 and October 2025, Flipkart took action against more than 10 million listings for counterfeit or compliance violations. During the same period, approximately 13,000 non-compliant sellers were permanently removed from the platform.
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Empowering Brands through ‘Brand Assure’..
A cornerstone of the integrity drive is the ‘Brand Assure’ program. This initiative allows trademark-registered owners to directly flag unauthorized sellers or copycat products. As of December 2025, over 11,000 brands have joined the program, leading to a significant drop in customer-reported fakes for participating labels.
Sakait Chaudhary, Senior Vice President and Head of Marketplace at Flipkart, emphasized the long-term vision:
“Fostering a trusted and compliant marketplace is fundamental to our operations. Strong marketplace governance is not just a trust imperative; it is core to building a resilient, scalable digital commerce platform over the long term.”
By institutionalizing these audit-ready processes, Flipkart aims to eliminate friction for honest entrepreneurs while ensuring that its massive customer base has access only to verified, high-quality products.