In a first-of-its-kind collaboration that bridges sustainable mobility and conscious lifestyle rewards, Mahindra Electric Origin SUVs has partnered with Fabindia to offer an innovative benefit for Fabfamily loyalty members. Under this initiative, customers can now book Mahindra’s premium electric SUVs using loyalty points alone—redeeming just 1,000 Fabcoins, which are enhanced to a booking value of ₹21,000.
The partnership allows Fabfamily members to use their accumulated Fabcoins to book Mahindra’s Electric Origin SUVs, including the BE 6 and the XEV 9e. By enabling a complete vehicle booking through loyalty currency, the collaboration sets a new benchmark in loyalty innovation, moving beyond traditional discounts to deliver tangible, high-value rewards.
Commenting on the initiative, William Nanda Bissell, Managing Director, Fabindia Ltd, said, “Fabfamily was created on the belief that loyalty should deliver extraordinary value, not merely transactional benefits. Our partnership with Mahindra brings this belief to life by allowing members to book an Electric Origin SUV using just 1,000 Fabcoins—an unprecedented 21x value unlock. It is a proud moment for two Indian brands to come together to promote conscious consumption, sustainable mobility, and customer empowerment.”
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.
