New in-app experience curates gifts by relationship stages, from situationships to talking phases
Flipkart Minutes, the quick commerce arm of India’s homegrown e-commerce major Flipkart, has launched ‘RelationShop’, a refreshed in-app shopping experience aimed at redefining Valentine’s Day gifting for modern consumers.
Inspired by Gen Z’s evolving approach to romance, RelationShop enables users to discover gifts based on different relationship stages such as situationship, soft-launch, love bombing and moving on. The initiative is designed to help customers shop intuitively for occasions that reflect the fluid and often undefined nature of contemporary relationships.
The launch is supported by a light-hearted digital film that captures the relatable awkwardness of modern love. The film follows a young couple whose intimate moment is interrupted by a police officer questioning not just their relationship status, but also the appropriateness of the gift they are carrying. The playful exchange weaves in popular Gen Z relationship terminology, ultimately revealing Flipkart Minutes’ RelationShop as a destination that understands every stage of love and offers the right gift to match.
Conceptualised as a 360-degree campaign, RelationShop reinforces Flipkart Minutes’ positioning as a platform that evolves alongside changing social dynamics. By offering curated collections and a seamless, quick commerce-led experience, the initiative aims to make gifting more personal, relevant and expressive for today’s consumers.
With Valentine’s Day around the corner, Flipkart Minutes is positioning RelationShop as an integral part of the modern love journey, enabling shoppers to express their emotions meaningfully—whether they are just talking, making things official, or moving on.
